Once upon a time, guidebooks and travel magazines dictated where people went. Now? TikTok and Instagram call the shots. One viral video, and suddenly, a quiet Italian ski resort, a postcard-perfect Swiss village, or a historic Spanish delicatessen is drowning in selfie-taking visitors.

From Austria’s Frozen-inspired town to Japan’s dangerously overcrowded streets, social media-fueled tourism is overwhelming once-peaceful destinations. But locals aren’t just standing by—they’re fighting back.

In Italy, a ski town capped bus arrivals after being flooded with 10,000 tourists in a weekend. In Austria, residents blocked off an iconic view to stop the selfie stampede. Japan deployed security guards, Switzerland is considering a tourist tax, and Spain? One historic shop now charges visitors just for looking.

As social media continues to dictate travel trends, the big question remains: how can destinations survive their viral fame?

Italian Ski Resort Swamped by 10,000 Tourists in One Weekend

Imagine living in a charming ski town with just 1,500 residents. Now imagine waking up to 10,000 tourists swarming your streets overnight—all because a TikTok video went viral.

That’s exactly what happened in Roccaraso, Italy after influencer Rita De Crescenzo hyped up the resort to her 1.7 million followers. Tourists booked package deals for as little as €20, including transport and a meal. Soon, the town was buried—not just in snow, but in traffic, overcrowded slopes, and mountains of litter.

Local officials had no choice but to limit buses to 100 per weekend and introduce an online pre-booking system just to regain control.

Austria’s Hallstatt Blocks Off Its Frozen-Inspired View—And Tourists Lose It

Hallstatt, Austria, is the kind of place that looks straight out of a fairytale. In fact, many believe it inspired Disney’s Frozen. But when over a million tourists started pouring in each year for their picture-perfect Instagram shot, the town had enough.

Residents put up a wooden fence, blocking the famous view in hopes of discouraging the endless stream of selfie-takers. The backlash was immediate—outraged visitors took to social media to complain, forcing the town to take the barrier down.

Still, the message was clear: Hallstatt wasn’t just a prop for influencer content—it was a real town with real people, and they were tired of their home turning into a chaotic tourist playground.

Japan Hires Security Guards to Stop Dangerous Tourists

In Otaru, Japan, TikTok and Instagram have turned Funami-za Street into an internet-famous spot. The problem? Tourists will do anything for the perfect shot—including blocking roads, trespassing on private property, and even putting their lives at risk.

Things took a tragic turn when a tourist was struck by a train while taking a photo. That was the last straw. Local authorities stepped in, hiring security guards to control crowds and keep people safe from their own reckless behavior.

Switzerland’s Lauterbrunnen Considers a ‘Day Tourist Tax’ to Keep Crowds Away

If you’ve ever scrolled through travel TikTok, you’ve probably seen Lauterbrunnen, Switzerland—a jaw-dropping village with dramatic cliffs, waterfalls, and charming wooden chalets. But here’s what you won’t see in those dreamy videos: overcrowded streets, traffic jams, and locals struggling to go about their daily lives.

Lauterbrunnen has just 2,400 residents, but thanks to social media, it now gets an extra 6,000 tourists per day during peak season. That’s why officials are considering a “day tourist tax”—a fee that could help limit the overwhelming number of visitors and preserve the village’s peaceful charm.

Barcelona Shop Charges Tourists €5 for ‘Just Looking’

Not every business benefits from going viral. Just ask Queviures Múrria, a historic delicatessen in Barcelona.

Its stunning Modernista-style interior made it a social media sensation, drawing in tourists by the hundreds. The problem? No one was actually buying anything. Instead, they just walked in, snapped a picture, and left.

Fed up with the disruptions, the owners put up a sign:

“Visit just looking (inside) €5 x person, thank you.”

It was a bold move, but a necessary one. Viral fame means nothing if it doesn’t bring in real customers.

The Future of Travel in the Age of Viral Fame

TikTok and Instagram have democratized travel, making hidden gems famous overnight. But not every destination can handle its 15 minutes of viral fame.

Some places, like Paris, are adapting—closing in-person tourist offices and moving their visitor services online. Others, like Hallstatt and Otaru, are taking drastic measures to protect their communities.

So what’s next? Will more destinations start charging tourists, blocking off views, or setting visitor limits?

One thing’s for sure—TikTok tourism isn’t slowing down anytime soon.

The post How Viral TikTok and Instagram Trends Are Disrupting Tourism in Italy, Austria, Japan, Switzerland and Spain—And How Locals Are Fighting Back, Here’s What You Need to Know appeared first on Travel And Tour World.