Another European tourism hotspot is now grappling with the consequences of overtourism as social media influencers drive unprecedented numbers to the region.

The Amalfi Coast in Italy is known for its stunning views and crystal clear waters, but now travellers are being accused of making it overcrowded.

Following The New York Times labelling Bologna a “tourist hell”, attention has now turned to the Amalfi Coast. The Washington Post published a damning article, rebranding the “Divine Coast” as merely a “theme park.”

The Amalfi Coast is a favourite getaway for international celebrities such as Leonardo DiCaprio and Jennifer Lopez, who frequent this stretch of southern Campania’s coastline.

However, alongside these glamorous retreats, a different kind of tourism has emerged, impacting the local population in a less positive way.

While VIPs stay on their super yachts or in five-star hotels, occasionally visiting high-end venues, hundreds of thousands of budget tourists descending on the Amalfi Coast have a direct and often negative impact on this small coastal region’s economy.

Lara Capraro from Positano told the Washington Post: “Social media has a lot to answer for. People treat the Amalfi Coast like a theme park. I don’t know how much longer it can go on like this.”

Social media platforms like Instagram and TikTok in showcasing the Amalfi Coast through enticing photos of golden sands and beachside restaurants, but beyond that, the region is grappling with the crush of visitors.

The newly opened Salerno-Costa d’Amalfi Airport is part of a local strategy to alleviate traffic from the overstretched Naples Airport, directing tourists to other areas within the province such as Cilento or Salerno itself, and potentially stretching the tourist season.

Despite these measures, many argue that they may not be enough to stem the relentless tide of tourism, with Salerno’s ferry service finding itself swamped by those aiming for the coastal hotspot.

Jonathon Day, a sustainable tourism expert at Purdue University, said: “We need to have that thing that everyone else has, or it’s like we’ve lost out.”

Day insists the blame isn’t on tourists but on policymakers who must take charge of managing tourist inflow. In his view, attempts such as the contentious 2019 alternate license plate system for outsiders fall short.

The Amalfi Coast’s charm has not gone unnoticed, with Campania’s tourism figures witnessing a jump to 564,981 in 2023 – a rise of nine percent from pre-pandemic levels. Notably, a decade prior, visitor numbers rarely touched 400,000.

Facing hotel price hikes averaging nearly 40 percent, many ordinary holidaymakers now find themselves priced out, compelled to either splurge beyond their means or opt for budget-friendly accommodations further afield.

Debra Levinson of US-based Mr. & Mrs. Italy said: “Social media makes everyone feel like they can afford to visit Amalfi or Positano, and it has become super crowded.”

This has resulted in tour operators are advising wealthier clients towards less overwhelmed locations such as Cinque Terre or Ischia.