Imagine this: you’ve just spent 15 hours on a cramped budget airline with questionable food and a toddler screaming in your ear. You step off the plane into paradise—think turquoise waters, sun-kissed beaches, and coconuts for days. You whip out your phone, frame the perfect shot… and then it happens. There is a sign that says you are forbidden from sharing anything about this paradise on the internet. Penalty. Bad luck for life! Your tropical dream is suddenly a nightmare because if you can’t post it, did it even happen?
Okay, maybe that is farfetched, but there is no denying that we have entered a very different era of travel. The digital-proof era, where destinations are chosen based not on their history, culture, or people but on their ability to rack up likes.
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The Rise of Instagram-Driven Travel
Social media has revolutionised how we travel. Once upon a time, people explored the world with maps, guidebooks, and an insatiable curiosity. Now, they carry a list of “Instagrammable spots” curated by influencers who conveniently left out the two-hour queue and the swarm of people you’ll have to crop out.
I’ll admit, there’s something magical about scrolling through perfectly edited photos of Bali’s swing, Santorini’s blue-domed churches, or Parisian cafés. But there’s also a growing tendency for travel to be about proving we were there, rather than actually being there.
Take “foodies” (and I say that with love and a raised eyebrow). The goal isn’t to enjoy the taste of authentic pho from a bustling street cart in Vietnam. It’s to find a restaurant with neon signs and avocado toast artfully arranged on marble tables. Sure, it looks great on Instagram, but does it taste better than the $1 noodles eaten perched on a tiny plastic stool? I doubt it.
The Pros: Travel Dreams in the Digital Age
Before I get too snarky, let’s give credit where it’s due. Social media has done wonders for tourism. It’s democratised travel, giving everyone access to dreamy destinations that might never have crossed their radar. A single photo of a hidden gem can turn an overlooked village into a bucket-list hotspot, bringing in much-needed income to local economies.
And let’s face it—there’s something powerful about seeing your friends’ or favourite influencers’ adventures. It makes travel feel attainable, even if you’re stuck at home scrolling in your pyjamas. That ripple effect of inspiration isn’t inherently bad.
Plus, let’s not ignore the value of a well-timed selfie. It’s human nature to want to document and share our experiences. Whether it’s a sunset on the Amalfi Coast or a solo hike up Machu Picchu, those moments are worth celebrating, and there’s no shame in wanting to capture them.
The Cons: Clicks over Culture
But here’s the rub. When the focus shifts entirely to posting rather than experiencing, something gets lost. That moment you’re rushing to snap the perfect photo? It’s a moment you’re not soaking in the atmosphere, connecting with locals, or creating memories that don’t need a filter.
The obsession with aesthetics can also lead to ethical blind spots. Mass tourism driven by social media often strains fragile ecosystems, disrupts local communities, and funnels money into large corporations instead of small, family-run businesses. How many times have we seen influencers promoting “secret” beaches that are anything but secret, leaving locals to clean up the aftermath of their viral posts?
Then there’s the pressure. Oh, the pressure! You see that influencer with flawless hair and a flowing dress standing on a clifftop. You don’t see the behind-the-scenes chaos—the wind, the sweat, the arguments over getting “the shot.” It turns travel into a performance, and frankly, that sounds exhausting.
My Stance: To Post or Not to Post
So, would I travel to a destination if I couldn’t post about it? Absolutely. In fact, some of my best travel memories are from trips where I barely have a photo to show for it.
Like the time I nearly got eaten by a hippo while out on Lake Manyara with a fisherman I had only just met who spoke no English. Somehow, we ended up singing “If you are happy and you know it, clap your hands” in the face of our near-death experience. Or when I sat on the floor of an Egyptian home, learning how to make mahshi from a grandmother with the warmest (toothless) smile. Those moments didn’t make it to Instagram—not because they weren’t beautiful, but because I was too busy living them.
For me, travel is about immersion. I want to wander without an itinerary, try food that doesn’t look great but tastes incredible, and get hopelessly lost in conversations where I only understand half the words. The photos? They’re an afterthought. Sometimes I get a great shot; sometimes I don’t. Either way, I walk away with memories that no algorithm can measure.
But that’s just me.
Let’s Not Judge
Here’s the thing: we’re all different. Some people find joy in curating their feeds, and that’s okay. Who are we to judge someone else’s idea of a good trip? If posing on a swing in Bali makes you happy, swing away!
The key is balance. If snapping photos motivates you to explore new places, fantastic! Just remember to put the phone down occasionally and savour the experience. Smell the street food, listen to the music, and chat with a stranger. Trust me, those moments will stay with you long after the likes fade.
The Case for Sustainable Travel
That said, we do need to think about the impact of our choices. We can all agree that travel has an impact – on people, on places, and on the planet. The question is, what kind of impact are we making?
Sustainable travel isn’t about ditching social media or giving up modern comforts; it’s about being mindful of how your actions affect the world around you.
First, let’s talk about what not to do. Avoid travel choices that exploit the very place you’ve come to admire. That means skipping exploitative wildlife attractions like riding elephants or holding sedated tigers for a photo. Don’t flock to destinations that are already buckling under the weight of overtourism just because they’re trending online – Venice doesn’t need another gondola selfie. And for goodness’ sake, leave those endangered sea turtles alone; they’ve been through enough without you trying to turn them into your profile picture.
Instead, focus on making choices that give back to the places you visit.
Here’s what you should do:
- Stay Local
Book Accommodations owned and run by locals rather than big international chains. The cute guesthouse or family-owned lodge might not come with a pillow menu, but it does come with the knowledge that your money is going directly into the community. One of my favourite stays out of my 48 countries travelled was a guest house in Cairo.
- Eat Authentic
Skip the overpriced, aesthetic cafes serving avocado toast and flat whites and dive into local food markets or street stalls. Not only will you get the best flavours of the region, but you’ll also be supporting small businesses that rely on tourism dollars to thrive.
- Shop Responsibly
We all love a good souvenir, but think twice before buying mass-produced trinkets. Look for handmade goods crafted by local artisans, and ask about the origins of the products you’re purchasing. A scarf woven by a village cooperative is far more meaningful (and ethical) than churned out by a factory overseas (even if they claim it has been made locally).
- Travel Light
Both figuratively and literally. Pack reusable items like water bottles, cutlery, and tote bags to reduce waste. And remember, the lighter you pack, the less fuel your plane needs – every little bit counts!
- Spread the Love
If a destination is a “must-see” on Instagram, chances are it’s overwhelmed with visitors. Instead of flocking to overrun hotspots, consider exploring nearby alternatives that are just as beautiful and in need of tourism income. You’ll enjoy a more peaceful experience while helping to alleviate the strain on overcrowded places. You will also be sharing the income with a wider cross-section of the community.
- Engage Meaningfully
Put down your phone and connect with the people around you. Learn a few words in the local language, ask questions, and listen to stories. These interactions are often the most memorable and are far more enriching than any number of double-tapped likes.
- Travel During the Off-Season
You’ll avoid the crowds, enjoy lower prices, and reduce the strain on local infrastructure. Sure, it might mean wearing a raincoat or missing out on some sunshine, but the benefits far outweigh the inconvenience.
- Promote Positivity Online
When you do share on social media, use your platform for good. Highlight the small businesses, local guides, and cultural experiences that made your trip special. By tagging responsibly, and sharing thoughtfully, you can inspire others to make mindful travel choices too.
Remember, sustainable travel isn’t about being perfect – its about progress. Each small, conscious decision can make a big difference when multiplied by millions of travellers.
So, What’s Your Answer?
Would you travel to a destination if you couldn’t post about it on social media? It’s a question worth pondering. Because, at the end of the day, travel isn’t about likes, comments, or follower counts. It’s about connection—both to the world and to yourself.
Whether you’re an Instagram aficionado or a “camera stays in the bag” traveller, let’s focus on what truly matters: the joy of discovery, the beauty of the moment, and the stories we carry home—not just in our phones, but in our hearts.
And hey, if you do get a killer photo while eating those $1 noodles on a bucket, I’m not saying don’t post it. Just maybe eat the noodles first 😉