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Travel photos can be misleading for several reasons. Sometimes, a picture is edited to make a place look better than it actually is. The crystal-clear turquoise ocean you saw on Instagram ends up being murky and grey, while that lush green forest you dreamed of exploring turns out patchy and lifeless. Other times, you might arrive to find the location under construction, which can also be a bummer.
But an even bigger issue is overtourism. When places go viral, they attract massive crowds of people. This not only spoils the atmosphere for visitors but also harms the destinations themselves.
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To learn more about how the internet shapes our journeys, Bored Panda got in touch with tourism researcher Dr. Lauren Siegel and travel writer Pati.
“It wasn’t so long ago—in the grand scheme of things—that travelers roamed the world without mobile phones and point-and-shoot cameras, and didn’t post anything simply because there was no social media to share it on,” says Pati. She doesn’t consider herself an influencer, but rather someone who enjoys sharing her thoughts on her blog.
Pati acknowledges the irony of publicly sharing photos from her own travels, but highlights an important distinction. “A lot of these shares out there are about likes, clicks, and, in the case of content creators, income. We are being sold a product and convinced that our experience wouldn’t be the same if we didn’t also share the best photo or a reel.”
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“It’s a bit of a dichotomy, because influencers, bloggers or YouTubers bring us closer to these places, help us plan and design itineraries and sometimes enable us to virtually travel to destinations we might not even be able to visit due to our circumstances,” Pati reflects.
However, the surge of tourists influenced to come to these destinations is a real problem. They can cause significant damage, from carbon emissions generated by their travel to littering the places they visit. Many locals are also affected, having to move because they just can’t compete with rentals and Airbnb properties.
Renowned cities like Venice or Barcelona have faced these challenges for years, but every day there’s a new destination that has to put up with similar issues. For example, a petrol station in Japan recently had to block their view of Mt. Fuji because too many people were visiting for photos.
According to Lauren Siegel, a lecturer in tourism and events at the University of Greenwich, the pursuit of “Instagrammable” spots is especially harmful for rural landscapes. These areas lack the infrastructure to handle large crowds, which means local businesses can’t make money from them. As a result, visitors leave these places worse off, without even getting to know the local culture.
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Siegel cites Trolltunga in Norway as another example of a destination that’s become a victim of internet fame. It’s a cliff that makes for thrilling and adventurous pictures, but reaching it requires an exhausting 6-8 hour hike, often followed by a long queue to take the photo. Trolltunga has seen a staggering rise in visitors, from about 500 in 2009 to over 80,000 in 2023. Besides the inconvenience caused by tourists, there has been an increased demand for emergency services to rescue those who aren’t prepared for the hike.
The good news is, it’s possible to promote sustainable travel. Siegel suggests that influencers can play a role by showing destinations authentically and encouraging tourists to be responsible. “Telling people just not to go, unfortunately, will probably not work,” she notes.
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In her research, Siegel also describes various strategies that governments, authorities, and residents can use to address overtourism. Local communities should be diligently consulted, so they can thoroughly understand how tourists behave and what kind of incidents can occur. “By doing this, it will likely improve trust towards the municipalities because the locals will feel seen and heard, and hopefully prevent further discontent.”
It’s also important to circulate information online that educates incoming tourists about different destinations. Some, Siegel mentions, have launched awareness campaigns about proper etiquette, which can be quite effective.
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Siegel lists a few things travelers can do to remain respectful while making the most of their experiences. First, research before you go and familiarize yourself with local customs. Be polite and mindful of cultural norms, especially in religious or sacred spaces. “This is someone’s home, and think about whether you’d want someone acting like this in your own backyard.” Remember to support local businesses—“stress on the word local”—so that there is some economic impact of your visit. As for photos, avoid geotagging, because it creates a map for travelers to visit the exact same place.