As a child, I would spend hours engrossed in Lonely Planet books, dreaming of exploration, and sharing these experiences through carefully crafting guidebooks. Yet, in today’s digital age, Instagram and TikTok dictate travel trends; the path to a successful career in travel writing has shifted dramatically. Travel influencers now lead the way, profoundly impacting travellers and their destinations.
For previous generations, choosing a travel destination was a process grounded in research and personal recommendations. Guidebooks were indispensable, offering curated insights and detailed maps that directed travellers off the beaten track. Decisions were influenced by which book stood out on the library shelf or by stories shared by friends who had just returned from a foreign land. However, today’s travel landscape is starkly different. Social media platforms have become the primary sources of travel inspiration. Influencers and viral trends now shape people’s travel choices and experiences. The result is a rapid homogenisation of travel experiences, where millions of people flock to the same social media hotspots, driven by the desire to capture that perfect photo.
Overtourism and Social Media
This transition has contributed significantly to the phenomenon of overtourism. Overtourism refers to the overcrowding of popular destinations to the point where high visitor numbers overwhelm the local infrastructure, leading to a host of negative consequences for residents and the environment. Cities like Venice, Barcelona, and Edinburgh have become emblematic of this, struggling to cope with the sheer volume of tourists that flood their streets.
Instagram and TikTok play a crucial role in driving overtourism, and a single post from a popular influencer can turn a previously unknown destination into a must-visit location overnight. This sudden influx of visitors can strain local resources, inflate housing prices, and erode the cultural fabric of communities. In Edinburgh, where I studied, the impact of over-tourism was palpable. Student flats converted into Airbnb rentals drove up rent prices, and the city’s historic charm often felt overshadowed by the crowds of tourists that thronged the streets year-round. In response, some destinations have begun to push back. Tourist taxes, entry fees, and restrictions on short-term rentals are being implemented and protests have erupted across Spain and Italy, where tourists are demanding action to preserve their way of life. These measures highlight the growing tension between the desire to attract tourists and the need to protect local communities.
Overtourism’s Strain
As social media rises, traditional guidebooks have seen their influence wane. The detailed, thoughtful curation of content that once defined the industry has been replaced by the algorithm-driven content of social media platforms. Where guidebooks offer a deep dive into a destination’s history, culture, and hidden gems, social media often promotes only the most photogenic and trendy spots, leading to a shallow and repetitive travel experience. For aspiring travel writers, this shift presents a dilemma. The role of a travel influencer, with its emphasis on visuals and personal branding, contrasts sharply with the traditional travel writer’s focus on storytelling and exploration. While influencers can reach a large audience quickly, the depth of engagement and the richness of experience that guidebooks offer are increasingly being lost in the rush to create viral content.
Conscious Travel Choices
Despite these challenges, there is hope for a more balanced approach to travel in the age of social media. A growing awareness of responsible and sustainable tourism is emerging, with travellers increasingly seeking out lesser-known destinations and more authentic experiences. Social media, though often a driver of overtourism, can also be leveraged to promote these positive trends. Influencers have the power to highlight off-the-beaten-path locations, encourage off-season travel, and advocate for eco-friendly practices.
As travellers, it’s crucial to make conscious choices about where and how we travel, mindful of our impact on local communities. Responsible travel involves engaging with destinations in a way that respects local cultures and environments, going beyond superficial experiences to truly appreciate a place’s richness, whether by supporting local businesses, learning about the area’s history and traditions, or exploring less popular spots.
Social media’s influence on travel is undeniable, but it contributes to overtourism, which threatens beloved destinations. Over-tourism is a growing issue that threatens the very places we love to visit, while the decline of traditional travel guides raises questions about the future of travel writing. However, by making thoughtful choices and embracing responsible tourism practices, we can continue to explore the world while preserving its beauty and diversity for future generations.
As I reflect on my childhood dream of becoming a travel writer, I see now that the dream has evolved. While the medium may have changed, the essence of travel—discovery, connection, and storytelling—remains the same. Whether through a guidebook, or an Instagram post, the goal is to share the world with others in a way that inspires and informs, whilst encouraging respect and protection for the places we visit.
Words by Tara Russell