The Department of Conservation has put volunteers on a remote South Westland beach after crowds started turning up to view the penguins.
It is thought the internet has helped spread word that Monro Beach, about 30km north of Haast, is a nesting ground for Fiordland crested penguins.
A DOC manager was alarmed recently to spot tourists hopping around a rock, "trying to take a picture with a phone".
The penguins out to sea were too scared to come in, and those in the scrub were too scared to go to sea to feed, conservation services manager Wayne Costello, of Franz Josef Glacier, said.
The international volunteers, some of whom came to work on the West Coast kiwi programmes, were on the beach doing crowd control until early December, when the chicks fledged.