It’s no secret that social media has changed travel. Holidaymakers increasingly seek to imitate images posted by influencers and their peers on platforms like Instagram and TikTok. In our increasingly digital world, travellers now chase the perfect shot like treasure hunters. That can mean navigating crowds, long lines and sometimes even danger – all for content from the world’s most “Instagrammable” spots.
In a widely viewed TikTok video, influencer Zoe Rae (the sister of Love Island star Molly-Mae Hague) voiced her disappointment after visiting Bali. Apparently, it did not look as it did when she saw it online. Her comments attracted a backlash, with critics arguing she was simply experiencing the reality behind the content she and others have helped to promote.
Research has found that many influencers and social media users participate in an “aesthetic economy”. That is, travel is “performed” for likes, views and brand deals. The result? Holidaymakers are seeking out highly photogenic (“Instagrammable”) destinations from which to stage their content.
Sometimes “getting the shot” becomes more important than any meaningful cultural exchange between hosts and guests. The behaviour of social media-induced tourists has been found to be more irresponsible than that of other types of travellers.
There were 379 selfie-related deaths between 2008-21, and the quest for the perfect photo can also lead to trespassing and vandalism. Additionally, studies have found that social-media-induced tourists can cause varying levels of damage to the hotspots they visit. This can include environmental erosion, traffic congestion, pollution, increased rubbish and generally making daily life difficult for locals.
Stage-managed selfies
But the demand has fuelled the development of shadow economies like “selfie museums”. These have begun to emerge around the world: Chicago’s wndr Museum, London’s Selfie Factory, Selfie House in Prague, Brazil’s Museum Selfie Day in Sao Paulo, to name just a few.
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