Can Lesser-Known Points of Interest (Pois) Be a Solution for Mitigating Overtourism? The Case of Val Gardena, Italy

Overtourism refers to an imbalance between the volume of tourist flows and the carrying capacity of a destination. Currently, mountain environments are facing this phenomenon as visitors tend to concentrate through fragile valleys with limited infrastructures. This concentration affects both the local quality of life and the tourists’ satisfaction. In this context few hotspots suffer from overcrowding, while lesser-known Points of Interest (POIs) remain neglected. Academic literature often mentioned slow tourism as an alternative to overtourism, however it frequently overlooks how to operationalize territorial redistribution, particularly considering carrying capacity. Our research addresses this gap proposing a framework designed to identify, characterize and promote lesser-known POIs through a four-phase pipeline: from data collection to a final application. Our framework combines geospatial data, digital footprints, and stakeholder interviews to evaluate the territory through two perspectives: macro-regional and micro-individual level. Taking Val Gardena in the Dolomites as a case study, our research demonstrates how overcrowded POIs, such as Mount Seceda, can be assessed across these two levels, considering four dimensions (general information, infrastructures, tourism demand, digital marketing) to determine the valley’s and the POI’s carrying capacity. Whereas conventional algorithms depend on popularity-based methods, our framework focuses on ecological conservation and create the basis for future recommender systems to helps Destination Management Organizations (DMOs) restoring the balance of tourism towards sustainable lesser-known destinations.