As Italy prepares for the Winter Olympics, Alpine communities are concerned about overtourism, particularly in Milan and Cortina d'Ampezzo. Local authorities and environmental groups warn that the influx of visitors will worsen existing tourism issues. Farmers have implemented a toll on hiking trails to address the environmental damage caused by tourists. The popularity of the Seceda mountain, partly attributed to Apple's promotional use of its image, has led to overcrowding. The Madonna di Campiglio ski resort has capped visitor numbers to improve safety and experience, highlighting the need for better tourism management.