Alpine Village Fights Back Against Tourist Chaos Sparked by Chinese Ads
St. Magdalena, a quiet Alpine hamlet in South Tyrol with just 500 residents, is now overwhelmed by mass tourism. The surge began years ago when a Chinese corporation featured its scenic landscapes in an advertising campaign across Asia. Since then, the village has faced privacy invasions, environmental harm, and reckless visitor behaviour—prompting urgent action from local leaders.
The problems started after the Chinese marketing push, which showcased St. Magdalena's beauty on platforms like Xiaohongshu. Tourists, many from China, soon flooded the village, drawn by its picturesque meadows and mountain views. Instead of staying and spending money, most take quick photos or selfies before leaving, offering little economic benefit to locals.
Residents now report frequent intrusions, with visitors entering private homes and gardens without permission. Others trample meadows, climb fences, litter, and even refuse to pay small fees for public restrooms. The chaos has led Mayor Peter Pernthaler to compare the situation to Venice, calling it even worse for the tiny community.
In response, the village will install a €20,000 (CHF 18,400) barrier system with surveillance cameras by May. The mayor hopes this will deter reckless behaviour and restore order. However, he admits uncertainty about whether the measures will fully solve the problem.
The barrier and cameras aim to curb the worst disruptions caused by overtourism. If successful, the system could help protect St. Magdalena's environment and residents' privacy. For now, the village remains a stark example of how remote natural spots can be overwhelmed by sudden fame.
