Quaint mountain town famous for its apple pies is overrun with tourists and long lines after influencers crowed about it on social media

UK Daily Mail ^ | 24 November 2025 | ALEXA CIMINO

[dennisw]

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 social media partly fueled the boom.

'It's been blowing up all over TikTok and Instagram,' Karina Chaire added.

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TOPICS: Agriculture; Business/Economy
KEYWORDS:

[jimmango]

Hopefully they won’t discover Village Inn

On Wednesdays

[HartleyMBaldwin]

If you build it, they will come. Or not, in which case you’ve wasted a lot of time and money.

[Cletus.D.Yokel]

:: Of course, all I got was an attaboy. ::

I’m confused.
Wasn’t the increased revenue enough reward?

[Joe 6-pack]

"If you want great apple pie and fall foliage, north west Jersey, Pennsy, and north into New England has some of the best apples and scenery in the country in the fall not to mention the aroma of maple syrup. Why go to a crowded little town full of tourists? Maybe something I’m missing."

Years back (decades, really), when I was a student at Gettysburg College, nearby Biglerville, PA held the National Apple Harvest Festival every October. It was pretty awesome; haven't been there for a very long time, but hope it hasn't sold out like so many things tend to do these days.

[grame]

You might have to say Thanks to Johnny Appleseed for that!

[Diana in Wisconsin]

But...they make it look so EASY on HGTV!

I’ve ‘flipped’ a few houses in my day, but that’s the extent of my ‘experience.’ Beau is the Electrician/Builder/Plumber so he knows how much work it would be. ;)

[smokingfrog]

Them damn TikTokers ruin everything.

[T.B. Yoits]

This sounds like every other Hallmark movie where a failing business- candy store, bakery, café, etc., is saved, leading to a marriage.

Where the bride-to-be is a single mother who returned with her daughter to her home town after her divorce. The groom-to-be made a fortune in business but is out in the country trying to find himself as a writer.

[glorgau]

I want to drive a couple of hours and wait in line with a bunch of other people that have nothing to do.

[Jolla]

Julian was like that during pie time 35 years ago

[V_TWIN]

Only in California would a business complain about business being good. SMH

[smokingfrog]

How about the world’s largest cheese shop?
https://youtu.be/QJMa7lPPW2g?si=oKwv4UPuglbF4WIr

[bert]

But you see, if you are influenced, you are becoming a part of an influenced group. Waiting in line is part of the joy of being influenced

[texas booster]

Julian, the beloved Mountain town in the Cuyamaca Mountains near San Diego, is one of our favorite getaways. We love to go hiking there, antique shopping, apple picking and of course, have to eat apple pie every time we visit. Known for apple orchards, scenic beauty, and a charming downtown area, this is the perfect California getaway.

My wife grew up in a home built in the 1890's in Minnesota. Apple trees provided all the shade back then, and everyone would get so tired of canning apples, apple sauce and fresh apple pies by the end of summer. Life was different before AC.

This place is blowing up because it is a day trip from San Diego.

If they ever had a chance to try one of her Mom's apple pies or apple kuchen, then they would know true peace. At least after dinner.

Johnny Appleseed - he was a real person!

[Mercat]

Sounds like Estes in Colorado.

[kosciusko51]

My and I went to Julian to stay at a bed & breakfast for our anniversary in the late 90s. It was a quiet respite from the hustle and bustle of San Diego. We didn’t see crowds like that.

[Omnivore-Dan]

Thank you Johnny Appleseed! Ok, I said it.

[Bobbyvotes]

I agree. The apple pie from Publix bakery is 10 times better.

[Omnivore-Dan]

I’ve been to Estes when my dad lived in Loveland Colorado back in the 90’s, but not in the fall. Beautiful park, saw elk, antelope Steller’s jays, and marmots you could walk right up to, quite tame.

[Diana in Wisconsin]

Great addition! Plenty of Cheesemakers (and Cheeseheads) here! :)