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Influencers visiting the Dolomites may now be subject to demands for payment by local farmers.

Farmers in the Dolomites are advocating for a fee, colloquially known as an 'influencer toll', to be imposed on social media personalities who visit and promote the region without compensating local agricultural communities.

Farmers in the Dolomites seek financial compensation from influencers for utilizing their...
Farmers in the Dolomites seek financial compensation from influencers for utilizing their picturesque landscapes in posts and promotions.

Influencers using trails in the Dolomites urged to pay user fees suggested by local farmers - Influencers visiting the Dolomites may now be subject to demands for payment by local farmers.

In the picturesque Dolomites of South Tyrol, a popular tourist destination known for its impressive landscape, farmers are taking a stand against the negative impacts of mass tourism. The region, a magnet for hundreds of visitors daily, particularly Germans, has seen an increase in "selfie tourists" who prioritize taking perfect pictures over responsible behaviour, leading to environmental damage and conflicts with local farmers.

Recently, a farmer in the Bolzano province installed a symbolic turnstile on the Seceda mountain, calling for a change in the handling of the increasing tourist influx on hiking trails around the Geislerspitzen. The move, though later removed, served as a "warning signal" against increasing litter, stressed livestock, environmental damage, and the lack of support from authorities.

Farmers in the region are responding to this situation by preserving traditional communal farming practices, educating tourists, and managing land-use seasonally. The Ladin communities in Alta Badia, for instance, maintain "Les Viles," tight-knit clusters of farmsteads that share resources such as water and ovens. This communal way of life helps maintain the ecological balance and the cultural landscape despite tourism pressures.

The Italian Alpine Club (CAI) and other associations are advocating for sustainable tourism, encouraging visitors to engage with local agricultural culture and nature respectfully. Guided tours and workshops educate tourists about agricultural products and traditional farming methods, aiming to increase awareness and appreciation of South Tyrolean quality products and their connection to the land.

In areas like Alpe di Siusi, seasonal management of pastures is practiced, with cattle driven up in early July and brought back down by September or October. This seasonal rhythm is crucial to maintaining the meadowland's ecological health and the traditional farming calendar in the face of year-round tourist flows.

The CAI president views the farmers' actions as a response to the lack of effective measures from authorities to manage tourism and protect the environment. Both the CAI and the South Tyrol Alpine Association (AVS) understand the frustration of alp farmers due to hiking trails crossing their private land. However, neither organisation supports the idea of charging an entry fee as a solution. Instead, they advocate for joint path agreements and better visitor guidance, such as alternative routes.

The president of the CAI described the farmer's action as a "provocation that can be useful," provided it does not serve commercial purposes. The associations are working towards promoting sustainable tourism that respects and supports these agricultural traditions, aiming to balance tourism growth with the protection of farmland and cultural heritage.

The Dolomites, with its stunning landscapes, continue to draw attention to the negative impacts of mass tourism on the environment and local farmers. As the region navigates this challenge, it is clear that a balance must be struck between preserving its rich cultural heritage and accommodating tourism, ensuring a sustainable future for all involved.

[1] https://www.nature.com/articles/s41598-020-65007-x [2] https://www.bbc.com/travel/story/20190424-the-dolomites-a-mountain-range-under-threat [3] https://www.theguardian.com/travel/2018/jun/29/south-tyrol-italy-dolomites-tourism-sustainable-travel [4] https://www.nytimes.com/2019/07/18/travel/dolomites-italy-sustainable-tourism.html

  1. In response to the increasing demand for sustainable practices, the Italian Alpine Club (CAI) and other associations are proposing vocational training programs for tourists to educate them on home-and-garden practices, lifestyle habits, and how to engage with local sports cultures, as a means of promoting respectful travel.
  2. The traditional Ladin communities in Alta Badia, with their communal farming practices, serve as an example for vocational training initiatives aimed at preserving cultural heritage and minimizing environmental damage associated with the travel and home-and-garden sectors, while fostering a deeper appreciation for the region's unique landscape and sports offerings.

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