Quaint mountain town famous for its apple pies is overrun with tourists and long lines after influencers crowed about it on social media
A historic gold-mining town has turned into a crowded hotspot – with locals warning that the once-peaceful retreat had been transformed by TikTok and Instagram.
Julian, a rustic town tucked in the Cuyamaca Mountains about an hour east of San Diego, with a population of roughly 1,500, had long been celebrated for its iconic apple pies and historic streets lined with specialty shops.
But, in recent years, the influx of tourists has skyrocketed, leaving residents and visitors grappling with traffic jams, packed restaurants and hours-long waits on weekends.
David Lewis, who grew up in Julian and now works at the Julian Pioneer Museum, said the surge was unlike anything he had seen before.
‘It’s on steroids. It’s kind of nuts up here,’ he told NBC San Diego.
Julian’s Main Street, once a quiet mountain escape, became packed with visitors lining up for pies and photo ops.
Locals said the boom was partly fueled by social media.
‘It’s been blowing up all over TikTok and Instagram,’ Chaire added. ‘If you went on TikTok, there were a lot of fall itineraries, things to do in Julian, a day in Julian.’
Visitors lined up outside Julian Pie Company as the mountain town saw record crowds during the fall season
Social media fueled the frenzy as TikTok videos have showcased Julian’s autumn colors and cozy eateries
Rustic storefronts and specialty shops in Julian drew thousands of day-trippers looking for an old-fashioned experience
Influencers and tourists accustomed to Southern California’s endless beach weather flocked to Julian for its crisp autumn air and colorful foliage, drawn by the mountain town’s unique microclimate that offers a true fall experience.
Founded during San Diego’s only gold rush in 1870, Julian was named after Mike Julian, a Confederate veteran who settled in the area.
The town never grew beyond a few hundred residents, but its fertile soil made it famous for apples.
Julian’s Main Street has become packed with tourists snapping photos and waiting for tables at local diners
In 1907, Julian apples won a top honor from the American Pomological Society, a legacy that continued with orchards, cider stands, and the beloved Julian Pie Company.
Julian drew thousands each fall for its apple harvest and colorful foliage.
Beyond pies, visitors flocked to wineries, historic gold mines, and even a wolf preserve.
The town became Southern California’s bed-and-breakfast capital, hosting weddings, family getaways, and corporate retreats.
On weekends, parking was scarce and lines snaked around bakeries like Mom’s Pie House.
Locals advised arriving early to avoid the crush.
