How Instagram Travel Posts Fuel Overtourism

by Inemesit Ukpanah

A sunrise over Bali’s rice terraces. A child in a tribal village smiles at the camera. A remote waterfall, now crowded with tripods and sandals. Every year, millions of travellers share their most beautiful moments online, but behind every viral photo is a story we rarely see.

Today, social media is the world’s most powerful travel agent and is now in our thumbs. Instagram has over a billion posts tagged with travel-related hashtags, and #travel has almost 468 million entries. The impact of these platforms is mind-blowing: 89% of travellers use social media for trip inspiration, and more than half, 52%, alter their travel plans based on what they see online.

For many, particularly the younger generations, social media is the first port of call when discovering something new: two-thirds of Gen Z travellers and 41% overall say they turn to social media platforms to research and plan their trips.

Worldwide, the number of international tourists has rebounded to 1.4 billion in 2024, slightly under the pre-pandemic peak, and social media is fuelling much of this recovery, according to UNWTO. But as travel rises, so too do the pressures on the world’s most beautiful places. Every viral post has the potential to reshape the map, and generally not at the benefit of local communities, fragile ecosystems and cultural practices.

There is a hidden cost behind every glittering travel post, on people, places and the planet. The next time you pick up your phone to capture a moment, you might ask: What story am I telling? And who suffers for this flawless post of mine?

People Are Not Props

Perhaps the most troubling trend is using local people, especially children, as photo props. Images of the Maasai in Kenya, monks in Myanmar, or tribal elders in the Amazon are posted with captions like “so humbled,” yet often, no permission was asked.

In 2022, a Ugandan nonprofit documented a spike in visitors who wanted to “take pictures with poor children.” These images are not merely dehumanising, but they support the idea of poverty as being picturesque, and of consent as being an optional extra.

Would you like a stranger to take a photo of your child without saying so? Why would that be any different elsewhere? When we regard others simply as the backdrop for our content, we dehumanise them by stripping them of their dignity and agency. Travel is supposed to bring us together, not make others a prop in our narrative.

The Environment Can’t Speak for Itself

Overtourism is not a new phenomenon, but social media has turbocharged it. When places go viral, the environment can end up paying a price. Iceland’s delicate moss-covered fields, which take decades to regenerate, are trampled by visitors looking for the perfect drone shot. Holy natural springs turn into swimming holes. Sites intended for contemplation are now filled with prompts for selfies.

Take Cappadocia, Turkey. Once famous for its bizarre rock formations, it is now a balloon-studded influencer’s backdrop. Rents have doubled for locals, and natural paths have been overwhelmed. Or there’s Thailand’s Maya Bay, shuttered for years after Instagram fame damaged its coral. Even the fragile moss fields of Iceland, which take decades to regrow, are being trampled for the perfect shot.

The price of clout is real, and climbing. As more tourists flock to the same few Instagrammable spots, the strain on fragile ecosystems and local communities intensifies. Travel with responsibility is realising that every post has a footprint, and deciding to create the least amount of harm.

But It Doesn’t Have to Be This Way

Some content creators are leading by example. @ethicalinfluencer partners with local guides, always tags responsibly, and avoids geotagging endangered locations. Oneika Raymond uses her platform to highlight local-led experiences and calls out performative travel.

The Sustainable Tourist documents both the beauty and the boundaries of responsible travel, offering tips and giving voice to locals.

Their content is still stunning, but it’s also respectful, balanced, and community-first. They prove that inspiring travel content and ethical behaviour can go hand in hand.

These influencers prove creating beautiful, engaging content is possible without sacrificing ethics or respect for local communities. Here are other influencers that have proven this theory can work:

Dr. Kiona (@hownottotravellikeabasicbitch): Her platform is dedicated to education and ethical travel, addressing everything from environmental crises to supporting Black-owned businesses.
Vivienne Dovi (@travellingwithmelanin): She uses her influence to educate followers about culture and responsible travel, especially for the African diaspora.
Ellie Cleary (@soultravelblog): Shortlisted for a Responsible Tourism Award, Ellie partners with sustainable brands and highlights ethical lodges and experiences.
Lola Mendez (@lolamendez): Co-founder of Latinas Love Travel, Lola promotes sustainable destinations and community engagement, seeking out hidden spots that support local conservation.
Wendy (@nomadicfare): She is transparent about sustainable travel, even sharing her COVID-19 test results, and educates followers about protecting the places she visits.

The Ultimate Guide to Responsible Travel Content Creation

Creating travel content that inspires without causing harm is not just possible, it’s essential. Here’s a comprehensive yet accessible guide that blends the depth of thorough best practices with the simplicity of a practical checklist, ensuring your posts uplift communities, protect the planet, and tell authentic stories.

1. Ask Before You Snap

Always seek permission before photographing people, especially in private, sensitive, or culturally significant settings.
A smile is not consent. Use gestures, translators, or local guides to communicate, and be prepared to accept a “no” gracefully.
A formal consent form is best practice if you use someone’s image for commercial purposes.

2. Educate Yourself on Local Rules and Norms

Every destination has unique cultural, social, and environmental guidelines; learn them before you go.
Model respectful behaviour for your audience and share local rules in your posts to help others travel responsibly.
Respect posted signs, dress codes, and traditions online and offline.

3. Give Context and Credit

Explain why a place or moment is special, who lives there, what makes it meaningful, and how your presence fits in.
Credit local guides, artisans, or communities in your captions and stories.
Acknowledge your perspective and privilege, and avoid presenting your experience as universal.

4. Support Local Businesses and Communities

Highlight and support local guides, restaurants, shops, and artisans in your content.
Encourage your followers to do the same, ensuring tourism dollars benefit the community.
Collaborate with local creators, link to their pages, share their perspectives, and let them tell their own stories for greater authenticity.

5. Avoid Overcommercialising Hidden Gems

Think twice before sharing the location of remote or ecologically sensitive places, especially via geotags.
Consider the potential impact of your post; if a place isn’t equipped for crowds, your exposure could do more harm than good.
Focus on promoting sustainable tourism and destinations that can benefit from thoughtful attention.

6. Be Mindful of Language and Imagery

Avoid exoticising, stereotyping, or reducing local cultures and people to props in your photos.
Treat everyone with dignity and respect; your words and images have power, so use them thoughtfully.
Refrain from glamorising poverty or hardship; if in doubt, ask yourself: “Would I post this if it were taken in my hometown?”

7. Leave No Trace, Online and Offline

Follow the principles of “Leave No Trace” by respecting nature, disposing of waste properly, and sticking to marked paths.
Online, avoid encouraging harmful behaviours or disrespecting local customs through your content.
Share tips on responsible travel with your audience to amplify positive impact.

8. Offset Your Environmental Impact

Minimise your carbon footprint by choosing eco-friendly transport and accommodations where possible.
Support conservation efforts and educate your audience about sustainable travel practices.
Even small actions, like using reusable water bottles or participating in local cleanups, can make a big difference.

This Isn’t About Guilt. It’s About Growth.

You are not a terrible person for wanting to share a beautiful moment. Travel is about exploration and connection, and wonder. But it’s also about what we have to offer and what we leave behind, not just for ourselves, but the communities and places we visit.

Each travel photo on Instagram is a vote for the world we want to live in. You are helping to take care of the places you love and setting a good example for others to follow! The best travel isn’t just about the Instagram shot, but about the people and respect.

Tourism can uplift economies, protect nature, and preserve cultures, but it is only based on respect. Your post may come at a hidden cost that isn’t captured in the frame. It’s measured in the damage to local communities, the environment and the dignity of the people you meet.

With awareness and intention, you can contribute to a new generation of travellers who move people towards action and change, not just envy. Your next post can be powerful. Just ensure it is part of the solution, not the problem and challenges of local communities.

So the next time you take out your phone or camera to capture a moment, consider this question: What story am I really telling? And who pays the price for my perfect post?

Turn your travel content into something positive that can make a difference – every like, share, and comment drives us towards a more respectful and sustainable future for everyone.