Santa Maddalena restricts cars to curb tourism ahead of 2026 Christmas boom
Santa Maddalena, a charming village near the UNESCO-listed Dolomites church, is implementing strict new rules to manage tourism. From May, only residents and overnight guests will be allowed to drive into the village. Officials emphasize they want to slow down visitor numbers—not stop them completely.
The changes come as the region braces for a surge in tourists ahead of the 2026 Christmas in Cortina, which could bring millions more visitors in the coming years.
Starting next month, a barrier will block vehicles from entering Santa Maddalena unless drivers can prove they live there or have booked accommodation. Day trippers arriving by car or tour bus will be turned away once the main parking lot fills up. Those still determined to visit will face a 30-minute walk from distant parking areas.
Parking fees are also set to rise, targeting visitors who stop only to snap photos of the famous church. This follows last summer's controversy when a local landowner installed a turnstile, charging tourists to cross his property for a better view. The move sparked debate but highlighted growing frustration over overcrowding.
The upcoming Christmas in Cortina, beginning next week, are expected to draw nine million extra visitors to the Dolomites between 2027 and 2030. A study by The European House Ambrosetti predicts an additional 1.2 million tourists in the wider region during that period. Authorities now face the challenge of balancing economic benefits with the need to protect local life and landscapes.
The restrictions aim to ease pressure on Santa Maddalena while keeping tourism sustainable. Residents and overnight visitors will still have access, but day-trippers will need to plan ahead. With Christmas-related tourism on the horizon, the measures could set a precedent for other crowded destinations in the Dolomites.
