Instagram-worthy views and visually appealing itineraries dominate feeds, inspiring individuals to plan whole trips solely on what they’ve seen online. Hashtags such as #TravelInspo, #HiddenGems, and #Travelling have millions of posts, compelling people to visit areas they would not have explored through traditional travel promotion.
For example, areas like Cappadocia in Turkey and the Dolomites in Italy have gone from niche attractions to bucket-list must-sees because of influencers posting morning balloon flights and magnificent mountain walks. It’s a new era of discovery, led not by travel firms but by creators with a phone and a strong aesthetic.
Changing The Way We Travel
Social media is transforming not just where we go, but also how we plan, book, and enjoy travel. From reel-style packing tricks to Pinterest boards overflowing with itinerary suggestions, visitors are turning to creators for real-time guidance, financial breakdowns, and visual inspiration.
Popular trends that originated online include
- Packing only one carry-on for a week-long journey.
- Budget-friendly city trips for under £100
- Comparing Airbnb and hotel stays
- Solo female travel guides
- “Get ready with me” films in luxury hotel rooms
We no longer travel just for the pleasure, but also for the content.
The Conflict of Viral Travel
While social media increases awareness for lesser-known destinations and promotes local tourism, it also presents obstacles. Destinations such as Hallstatt in Austria and Positano in Italy have seen an inflow of tourists since becoming viral, causing concerns about sustainability and overtourism.
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There is also a risk of setting unreasonable expectations. The ideal beach shot may not include the crowd behind the lens, and a beautiful waterfall may be difficult to access without climbing for hours. Social media might unintentionally present an overly edited picture, causing disappointment or dissatisfaction for certain tourists.
A New Purpose for Travel Brands
Tourism boards, airlines, and hotels have begun to tap into this new type of travel impact. Many are now working with content creators to develop social-media-ready picture spots or destination marketing tailored to digital audiences.
Meanwhile, tourists are becoming more mindful. As more individuals prioritise meaningful experiences above popularity, hashtags like #SlowTravel and #OffSeasonTravel are becoming more popular. They also consider the environmental and cultural implications of their decisions.
Social media has altered travel from “seeing places” to “experiencing cultures”—but frequently just through the lens of what’s shareable. Whether it’s the destination or the content, the travel landscape is increasingly shaped by what’s popular online.
Have you ever planned a trip based on a social media post? Share your thoughts with us in the comments or on our socials!
