Doughnut Craze Swamps Italian Mountain Guesthouse

The Friedrich August guesthouse in Italy's Dolomites has become an unlikely victim of its own viral success. Once a quiet mountain retreat, the establishment at 2300 meters altitude is now besieged by tourists, not for its scenic views, but for its traditional German doughnuts, or krapfen.

These fluffy pastries, filled with vanilla or nut cream and dusted with powdered sugar, have been a staple at the guesthouse for decades. However, their popularity exploded after appearing on the guesthouse's Instagram account in 2020. Culinary influencers amplified their fame, flooding the internet with posts and turning the once-tranquil Località Col Rodella into a hotspot.

The "doughnut madness" has led to unprecedented crowds. Visitors reportedly camp out the day before and queue for up to an hour, with pastries selling out before noon. This surge, driven by a desire for selfies with the doughnuts against the Dolomite backdrop, has become a global phenomenon, attracting tourists from around the world.

However, this newfound fame has brought significant challenges. Guesthouse management, requesting anonymity, cited chaos, internet disruptions, and payment system issues. Francesco Abbruscato, president of the Italian Alpine Club in Veneto, expressed concern to Vita.it, noting that many visitors lack knowledge of or respect for the mountains. The uncontrolled influx is straining resources and disrupting the serene mountain environment.

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The main problem are people visiting the mountains without knowledge or respect for them.