Short Thoughts on “Insta Tourism”
What is Instagram Tourism?
With over 1 billion users on Instagram each month, Instagram Tourism is defined as “the influx of visitors to certain destinations after being exposed to travel photos through the social network; in particular, spots shared by large-scale influencers.” Keeping in mind that while most users on Instagram are not paid influencers, there are some with massive followings who are being paid to promote certain locations, hotels, experiences and are not offering authentic opinions on their adventure.
Known as the Instagram effect, when individuals post '“insta-worthy” shots, it increases the likelihood of others wanting to travel to the same spot to capture the same photo. Furthermore, “FOMO,” or fear of missing out, is another social phenomenon that generates urgency in travel to certain destinations.
While there are certainly pros and cons to Instagram tourism, I will always encourage ethical tourism above all else. I want to be in charge of where my money is going and to whom.
When I visited Tulum, I honestly did fall for the “Insta tourism” effect and I immediately had an unenjoyable trip there. Everything was incredibly expensive, and it is obvious the money isn’t going to the community there, but to major developers.
Me, not happy, at Azulik in Tulum because I fell for Insta Tourism
Below we will explore some pros and cons of Insta Tourism. I also plan on updating this as more information surrounding this phenomenon comes to light.
Pros:
The trend has been beneficial as it attracts visitors to certain destinations that may not have been as popular as before, boosting economic activity, development, and opportunity.
It provides jobs for people in these communities due to the increase in tourism; usually in the hospitality industry which can be cross-functional and applicable in multiple areas.
It provides an incentive for investment in infrastructure.
It is great for planning your trip – seeing hotels, restaurants, and experiences from your phone. Also allowing you to connect with fellow travelers and ask for tips or recommendations.
You can also quickly view feedback if the source is trusted.
It can introduce people to a new culture – even if it’s a superficial caricature of that culture. It provides tourists with an opportunity to learn more.
Cons:
Although beneficial to the local economy, Insta Tourism can lead to devastating consequences on the natural environment and host communities. For example, Tulum’s sewage has not been able to keep up with the rapid rise in tourism. Their water is becoming more and more infected with human waste.
Overtourism has become a problem in specific areas that were once untouched, now easily accessible and identifiable due to geotagging - the feature which shows the exact locations photos are taken in.
Overtourism has long been an issue in Venice famously, and they are now adding extra taxes to those who visit to help curb overtourism.
In areas where it is more natural (Central/South America, Asia, and Africa for example), can be devastating to local communities through waste, as mentioned above, and pushing local natives out of their communities due to rising prices in real estate, erosion, and littering.
It’s hard to know who to trust with many influencers being paid to promote destinations and hotels.
It sometimes takes away the spontaneity of traveling as you know exactly what photos to expect at each location.
It shows an inauthentic version of the local culture – usually capitalizing on a characterized version of the location (example: drinking margaritas at Margaritaville in Cancun…)
For many travel influencers, travel is becoming more about getting pretty pictures rather than exploring the destinations, and ultimately supporting the local culture and community. You’re seeing the same photos of the same hotspots, which causes hyper-tourism in very specific locations (for example, Azulik in Tulum) instead of spreading the love to more local leaders and creatives.
I have fallen victim to feeling like I need to get “The Picture” on trips to share to promote my Instagram and website, instead of truly enjoying the location and history.
Overall, I don’t think Insta Tourism is inherently a bad thing – but I do encourage everyone to do research, find ways to truly support the local communities (as it is their home you’re visiting), and trying to minimize your footprint as much as possible.
What are your thoughts on Insta Tourism?