We’ve turned discovery into a performance.This piece looks at the ethics of sharing “secret” spots online, the cost of our collective curiosity, and the uncomfortable truth that I’ve often been part of the problem too.
I think back to my earliest days of travel - no wifi, bumbling about, trying to navigate new transit systems and quirky lodging. It's amazing how simple it has become to leverage the tools of our normal day-to-day (Uber, etc.).
On one hand, it's great that these places are more accessible to more people. On the other, the lack of friction removes some of the heart of what drives us to travel in the first place. People say they want experiences over things, but at what point does that coveted instagram shot become more like a thing than an experience? I appreciate your suggestions as to how to minimize impact, thanks for sharing this.
Well said, I completely agree. The ease and comforts of modern travel are wonderful, but I think we lose the sense of discovery and thrill that comes with getting lost or doing things the hard way. And when the whole experience becomes about the photo, the essence of travel is lost.
Really thoughtful piece. Agree this is something we can all do our bit on - choosing to not tag places, not going to overwhelmed, overtouristed spots, not acting like the world is the backdrop to a photo shoot (which I see ALL.THE.TIME here in Mallorca). It’s something you can do when you write too (mention how crowded a place is in summer months, suggest better times to visit, suggest alternatives, encourage green travel options) and also I’ve found most travel editors if you explain why you think they shouldn’t cover a certain spot (due to local sensitivities, overcrowding, environmental damage, etc.) are in tune with that. I agree that one of the saddest aspects of it all is the way travel becomes about getting a particular photograph rather than actually being present in the moment and exploring without an agenda. It’s like we’ve forgotten about connecting over commodifying.
I couldn't agree more! I like how you highlight the role writers can play in guiding travellers thoughtfully by being candid about a destination and what to expect. To me, this is the right kind of "influencing", one that inspires thoughtful exploration and respect.
Ugh - carving initials into trees and historical landmarks is beyond the pale. 🥺
I'm not only worried about the environment and communities, but also the individuals who would commit such actions. Who are we becoming as co-inhabitants of this earth?
I think this can be a broader conversation about the lack of awareness when traveling and how us travelers can (inadvertently) cause harm in our wake.
great topic. i feel like the problem is that even though not everyone is an influencer, most people are probably one or two connections removed from an influencer and anyone's tiktok or reel can technically go viral and reach millions
that's why i personally started vague geotagging a couple years ago
It's a conundrum/ but do remember Anthony Bourdain finally saying, maybe third season, he'd found the best place ever in Tokyo, but he was telling no one where it was. Same dilemma. The locals lose their spot.
I guess he realized the locals get the short end of the stick if everyone discovers their favorite spot. I think it happened by him actually going back to one of the places he'd been, in Japan, and was shocked at the amount of people and change.
Cool post! And agree on many of those points - as a travel writer for over 20 yrs I’ve at times chosen to not write about somewhere I just can’t stand to see exposed in any way. It’s a tough one… the worst thing I ever saw in my travels was a cliff on an island in Chile called Chiloe - it’s soo out of the way - and so wild and eerie - but beautiful — but there’s this one spot on the west coast where Instagrammers come for a photo (it’s where the souls go to fly - apparently) - and they built a little walk for them - and you have to pay to go get your pic — it was the lowest point in my travels! You can go walk all over the island for free - but everyone had to be at this spot —
Thanks for sharing your experience. That's such a sad example, it's heartbreaking to see places of such raw beauty turned into photoshoot sets. I can imagine how hard it is to stay quiet about a place that moved you. Still, choosing integrity over publicity takes real heart.
Great read! also brings into question if we are trying to travel more sustainably/ethically if we should even be looking for/sharing "hidden gems" or just continue highlighting "touristy" places that already have the infrastructure to support tourism.
It's a tricky balance, but that's a good point actually. Maybe continuing to highlight already viral places might help protect smaller, more vulnerable spots!
Such a thoughtful and great piece. I’ve been thinking about this a lot as some of my recent travels I have definitely felt the Instagram impact. I’ve started to think more carefully about what I share and specifically for outdoor spaces/trailheads that don’t have big parking lots or toilets etc to handle a mass influx of people! I have a very small audience but it still matters and anything could go viral!
That's really great, Stephanie, what you are doing is the true definition of responsible travel . It doesn't matter how big the audience is, our choices still make an impact.
This is such a sharp, necessary piece, Ibtissam. You captured the paradox so well — how the impulse to share beauty can also be the thing that destroys it. I’ve wrestled with that tension too while slow traveling — when to reveal, when to protect. Your “responsible sharing” section especially resonated; delayed posting and vague geotagging have become quiet acts of stewardship for us.
“Not everything beautiful needs to be seen by everyone.” That’s the truth that keeps me grounded. -Kelly
Thanks for sharing your thoughts, Kelly, that's really well said. Thankfully, I don't have the "impulse" to share everything since I stopped using Instagram. I think social media creates a constant pressure to share instantly, often before we’ve even had time to truly experience or reflect on what we’re seeing.
Great read! Social media has forever changed the world and the way people travel. If anything, it has inspired me to travel to the places I don't see on Instagram and to keep my travels to myself (except my Substack friends and my Mom lol)... a total 180 to how I traveled 10 years ago.
Love this! I struggle a lot with the tension of traveling and impact, and am constantly thinking how I can tread the lightest. But it’s such an important topic to discuss now because the influence of media and virality on the way destinations popularize, is such a new thing. It’s also a weird feeling to arrive at a place and see mostly backpacker/tourists and barely any locals
This is an issue that is very near and dear to my heart as I am thinking about potentially getting into the tourism business in Mexico.
Ethical and regenerative tourism is something that is very crucial to me. I do not want to contribute to over commercialism or gentrification of an area. I also care very deeply about conservation and the environment and want to have either a neutral or ideally positive effect on everything I’ve mentioned here.
The questions I’m always asking myself are how might we preserve or restore the local culture through tourism? How can we keep the area affordable for locals? How can we preserve the local flora and fauna?
I recently learned about regenerative tourism and I’m planning on doing more research on this. I really like the suggestions you have here for sharing responsibly! It’s such an important topic!
It's really nice to see the research you're putting into your concept- certainly considerations that many do not make. I hope you post about this journey, it sounds interesting!
Love your perspective, it's so refreshing to see someone approach tourism with such care! Regenerative tourism is the way forward. We're all part of the same planet. Your business plans for Mexico sound exciting, wishing you all the best!
This is a very interesting topic. I am not an influencer but as a "worker" in the tourism industry for a very long time I think sharing is good as long as you do it with authenticity. I don't want to pretend there was nobody when I take pictures and yes, being honest about the effort to get to the place is a very good advice according to me. Anyway, I am the kind of person that is happy to see a very beautiful spot in Instagram just to avoid it when I travel ;-)
I’ve definitely seen places ruined by IG tourism. I think the vague tag is a great solution. You can post a beautiful photo or a special experience with giving the public the geo coordinates for getting to it. There’s a lot of what I would call lazy travel that is more harmful than beneficial for both the place and that traveler. When you travel just to check things off a list there is a huge opportunity loss.
I think back to my earliest days of travel - no wifi, bumbling about, trying to navigate new transit systems and quirky lodging. It's amazing how simple it has become to leverage the tools of our normal day-to-day (Uber, etc.).
On one hand, it's great that these places are more accessible to more people. On the other, the lack of friction removes some of the heart of what drives us to travel in the first place. People say they want experiences over things, but at what point does that coveted instagram shot become more like a thing than an experience? I appreciate your suggestions as to how to minimize impact, thanks for sharing this.
Well said, I completely agree. The ease and comforts of modern travel are wonderful, but I think we lose the sense of discovery and thrill that comes with getting lost or doing things the hard way. And when the whole experience becomes about the photo, the essence of travel is lost.
Really thoughtful piece. Agree this is something we can all do our bit on - choosing to not tag places, not going to overwhelmed, overtouristed spots, not acting like the world is the backdrop to a photo shoot (which I see ALL.THE.TIME here in Mallorca). It’s something you can do when you write too (mention how crowded a place is in summer months, suggest better times to visit, suggest alternatives, encourage green travel options) and also I’ve found most travel editors if you explain why you think they shouldn’t cover a certain spot (due to local sensitivities, overcrowding, environmental damage, etc.) are in tune with that. I agree that one of the saddest aspects of it all is the way travel becomes about getting a particular photograph rather than actually being present in the moment and exploring without an agenda. It’s like we’ve forgotten about connecting over commodifying.
I couldn't agree more! I like how you highlight the role writers can play in guiding travellers thoughtfully by being candid about a destination and what to expect. To me, this is the right kind of "influencing", one that inspires thoughtful exploration and respect.
Ugh - carving initials into trees and historical landmarks is beyond the pale. 🥺
I'm not only worried about the environment and communities, but also the individuals who would commit such actions. Who are we becoming as co-inhabitants of this earth?
I think this can be a broader conversation about the lack of awareness when traveling and how us travelers can (inadvertently) cause harm in our wake.
I know… I’ll never understand this kind of behaviour, especially today when information is so accessible and awareness should be high.
great topic. i feel like the problem is that even though not everyone is an influencer, most people are probably one or two connections removed from an influencer and anyone's tiktok or reel can technically go viral and reach millions
that's why i personally started vague geotagging a couple years ago
Yep, these days anyone with a half-decent travel shot and a touch of sepia can go viral 😄
It's a conundrum/ but do remember Anthony Bourdain finally saying, maybe third season, he'd found the best place ever in Tokyo, but he was telling no one where it was. Same dilemma. The locals lose their spot.
That's a perfect example and I completely get why he kept it to himself!
I guess he realized the locals get the short end of the stick if everyone discovers their favorite spot. I think it happened by him actually going back to one of the places he'd been, in Japan, and was shocked at the amount of people and change.
Cool post! And agree on many of those points - as a travel writer for over 20 yrs I’ve at times chosen to not write about somewhere I just can’t stand to see exposed in any way. It’s a tough one… the worst thing I ever saw in my travels was a cliff on an island in Chile called Chiloe - it’s soo out of the way - and so wild and eerie - but beautiful — but there’s this one spot on the west coast where Instagrammers come for a photo (it’s where the souls go to fly - apparently) - and they built a little walk for them - and you have to pay to go get your pic — it was the lowest point in my travels! You can go walk all over the island for free - but everyone had to be at this spot —
Thanks for sharing your experience. That's such a sad example, it's heartbreaking to see places of such raw beauty turned into photoshoot sets. I can imagine how hard it is to stay quiet about a place that moved you. Still, choosing integrity over publicity takes real heart.
Great read! also brings into question if we are trying to travel more sustainably/ethically if we should even be looking for/sharing "hidden gems" or just continue highlighting "touristy" places that already have the infrastructure to support tourism.
It's a tricky balance, but that's a good point actually. Maybe continuing to highlight already viral places might help protect smaller, more vulnerable spots!
Such a thoughtful and great piece. I’ve been thinking about this a lot as some of my recent travels I have definitely felt the Instagram impact. I’ve started to think more carefully about what I share and specifically for outdoor spaces/trailheads that don’t have big parking lots or toilets etc to handle a mass influx of people! I have a very small audience but it still matters and anything could go viral!
That's really great, Stephanie, what you are doing is the true definition of responsible travel . It doesn't matter how big the audience is, our choices still make an impact.
This is such a sharp, necessary piece, Ibtissam. You captured the paradox so well — how the impulse to share beauty can also be the thing that destroys it. I’ve wrestled with that tension too while slow traveling — when to reveal, when to protect. Your “responsible sharing” section especially resonated; delayed posting and vague geotagging have become quiet acts of stewardship for us.
“Not everything beautiful needs to be seen by everyone.” That’s the truth that keeps me grounded. -Kelly
Thanks for sharing your thoughts, Kelly, that's really well said. Thankfully, I don't have the "impulse" to share everything since I stopped using Instagram. I think social media creates a constant pressure to share instantly, often before we’ve even had time to truly experience or reflect on what we’re seeing.
Great read! Social media has forever changed the world and the way people travel. If anything, it has inspired me to travel to the places I don't see on Instagram and to keep my travels to myself (except my Substack friends and my Mom lol)... a total 180 to how I traveled 10 years ago.
I love your attitude! I definitely think choosing to travel quietly and off the radar feels almost revolutionary now!
Brilliant read!!! Bringing with me your questions to ask myself before I share something next time.
Thanks so much, Stina. I definitely think if we all took some time to ask ourselves those questions, the world would be a much better place! ❤️
Love this! I struggle a lot with the tension of traveling and impact, and am constantly thinking how I can tread the lightest. But it’s such an important topic to discuss now because the influence of media and virality on the way destinations popularize, is such a new thing. It’s also a weird feeling to arrive at a place and see mostly backpacker/tourists and barely any locals
Thank you for reading! I think many people wrestle with that tension, but it’s so important to stay mindful and keep the conversation going.
Such a nuanced and thoughtful reflection on an important topic. This will make me more cautious going forward. Thank you for that Ibtissam!
Thanks Matt, I'm glad it resonated with you. Being mindful, even in small ways, makes a big difference.
This is an issue that is very near and dear to my heart as I am thinking about potentially getting into the tourism business in Mexico.
Ethical and regenerative tourism is something that is very crucial to me. I do not want to contribute to over commercialism or gentrification of an area. I also care very deeply about conservation and the environment and want to have either a neutral or ideally positive effect on everything I’ve mentioned here.
The questions I’m always asking myself are how might we preserve or restore the local culture through tourism? How can we keep the area affordable for locals? How can we preserve the local flora and fauna?
I recently learned about regenerative tourism and I’m planning on doing more research on this. I really like the suggestions you have here for sharing responsibly! It’s such an important topic!
It's really nice to see the research you're putting into your concept- certainly considerations that many do not make. I hope you post about this journey, it sounds interesting!
Love your perspective, it's so refreshing to see someone approach tourism with such care! Regenerative tourism is the way forward. We're all part of the same planet. Your business plans for Mexico sound exciting, wishing you all the best!
This is a very interesting topic. I am not an influencer but as a "worker" in the tourism industry for a very long time I think sharing is good as long as you do it with authenticity. I don't want to pretend there was nobody when I take pictures and yes, being honest about the effort to get to the place is a very good advice according to me. Anyway, I am the kind of person that is happy to see a very beautiful spot in Instagram just to avoid it when I travel ;-)
Your point about authenticity is great. And I love your last line, knowing which beautiful spots not to visit is one of the best travel hacks! 😊
I’ve definitely seen places ruined by IG tourism. I think the vague tag is a great solution. You can post a beautiful photo or a special experience with giving the public the geo coordinates for getting to it. There’s a lot of what I would call lazy travel that is more harmful than beneficial for both the place and that traveler. When you travel just to check things off a list there is a huge opportunity loss.