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For travel tips, recipes and more insight on Italian culture, sign up for CNN\u2019s <\/em>Unlocking Italy newsletter<\/em><\/a>. This eight-part guide will have you packing your bags in no time.<\/em><\/p>\n Not all publicity is good publicity. Especially when it leads to 10,000 daytrippers invading a ski resort, chaotic scenes on the slopes, extreme traffic snarl-ups, accusations of bad behavior and emergency crowd control measures.<\/p>\n That\u2019s what happened at Roccaraso, one of Italy\u2019s most popular skiing destinations, on Sunday after viral influencer posts on social media about bumper snowfalls prompted tour companies in the coastal city of Naples to organize cheap tour buses for bored residents to enjoy an outing in the mountains.<\/p>\n Cue the invasion, with 220 tour buses making the two-hour, 130-kilometer (78-mile) trip, alongside cars full of curious day visitors, blocking the resort\u2019s narrow roads and angering its 1,500 local residents.<\/p>\n The tour groups \u2014 who paid $20 for the trip, including a sandwich \u2014 are accused of causing mayhem on the slopes by ignoring ski etiquette or sliding down on improvised sleds made from, among other items, saucepans.<\/p>\n There were also complaints after some visitors were seen in social media videos<\/a> lighting barbecues for warmth or to cook food. Others were accused of leaving trash.<\/p>\n Sunday\u2019s events prompted municipalities around Roccaraso, located in central Italy\u2019s Abruzzo region, to introduce crowd-control measures, including limiting tour bus access to the area.<\/p>\n Local media credit \u2014 or blame \u2014 Rita De Crescenzo, a popular influencer from Naples<\/a>, who has posted a series of videos on TikTok and other social media platforms in recent weeks inviting people to experience the snow.<\/p>\n Capitalizing on the popularity of her posts, several budget tour companies and organizers then started offering the deals, some even quoting her.<\/p>\n De Cresenzo responded in a colorful post Wednesday<\/a>, saying it wasn\u2019t her fault that buses had blocked the roads. \u201cI made such a beautiful advertisement for Roccaraso where I was on Monday and Tuesday and the crowd went crazy because I put up wonderful videos,\u201d she said in the post.<\/p>\n Roccaraso\u2019s mayor, Francesco di Donato, told CNN that the unauthorized tour buses were \u201ca real assault\u201d on the area, which made the situation \u201chellish\u201d for many, especially those who have homes around the resort or who have season passes.<\/p>\n He said that on a normal two-day winter weekend, the area normally saw about 20,000 skiers and a further 15,000 who sled and trek. The 10,000 additional tourists on Sunday alone created a security risk for the whole area.<\/p>\n Concerned about reports from tourism bodies that twice the number of day trip deals have been booked for this coming Sunday, February 2, he has summoned the prefecture of the regional capital L\u2019Aquila to ensure proper traffic police and security forces.<\/p>\n Francesco Emilio Borrelli, a Green Party politician from Naples, posted a lengthy Facebook video <\/a>in which he scolded the day-trippers and tour organizers.<\/p>\n \u201cGo to Roccaraso for 15 euros without a receipt? Throw your garbage in the snow? What are we talking about?\u201d he said. \u201cPeople who have passes and follow the rules were made to wait three hours in their cars for these people who didn\u2019t have permission or passes to be there. Not in my name as a Neapolitan.\u201d<\/p>\n Some of the day-trippers shot back on social media, accusing the locals of discrimination because they are from Naples. Roccaraso\u2019s mayor denied their city of origin had anything to do with objections.<\/p>\n \u201cRoccaraso welcomes and wants to welcome more and more tourists, but civil and correct skiers,\u201d he said. \u201cThe Roccaraso system is unable to contain the assault of those who come only on Sundays. We cannot put a thousand chemical bathrooms in a ski resort.<\/p>\n \u201cI am on the street, these people do not have patience, they get nervous, they don\u2019t give a damn about the machines that come. Sooner or later you risk the accident. I say it firmly: they have to face this phenomenon as if it were a soccer match.\u201d<\/p>\n For more CNN news and newsletters create an account at CNN.com<\/a><\/p>\n<\/div>\n\u2018The crowd went crazy\u2019<\/h3>\n