A picturesque Italian ski resort descended into chaos after an unexpected surge of 10,000 day-trippers overwhelmed Roccaraso, one of the country’s most beloved winter destinations.

Viral social media posts and budget tour packages sparked a travel frenzy, leading to packed slopes, blocked roads, and emergency crowd-control measures.

The surge was fueled by influencer Rita De Crescenzo, whose videos showcasing Roccaraso’s snowfall went viral.

Seizing the opportunity, tour companies in Naples began offering $20 (£16) day-trips, including transportation and a sandwich, bringing 220 buses and countless private cars to the resort last Sunday.

The influx quickly overwhelmed Roccaraso’s infrastructure, frustrating its 1,500 residents.

Francesco Emilio Borrelli, a politician from Naples’ Green Party, was among those who criticized the tour organizers. “Going to Roccaraso for €15 without a receipt? Throwing garbage in the snow? This is unacceptable,” he said in a video statement.

“People who had paid for season passes were stuck in traffic for hours because of this recklessness.”

Videos showed visitors ignoring ski etiquette, using makeshift sleds, including saucepans, barbecuing on the slopes, and leaving trash behind. Traffic gridlock left many skiers and locals stranded for hours.

Mayor Francesco di Donato called it “a real assault” on the town, likening the mayhem to an unruly sports event. “The system cannot handle these numbers,” he warned, highlighting safety concerns as the resort braces for even more visitors this coming weekend.

Meanwhile, Rita took to Tiktok to say “I made such a beautiful advertisement for Roccaraso where I was on Monday and Tuesday and the crowd went crazy because I put up wonderful videos.”

Authorities are now imposing stricter regulations, including limits on tour bus access and increased law enforcement.

Meanwhile, debates rage on social media, with some travellers accusing locals of discrimination against Neapolitans.

Despite the backlash, Roccaraso officials said they welcome tourists, just not at the expense of safety and order.

“We want Roccaraso to be a place where everyone can come and enjoy the snow,” Mayor di Donato said. “But we must ensure that tourism is safe, organized, and does not disrupt the lives of those who live and work here.”

The coming days will determine whether the resort can regain its winter wonderland charm, or face another weekend of chaos