MADRID, Aug. 02, 2025
Social media fuels tourist surges, straining destinations
Social media’s influence on travel is undeniable, but it’s creating overtourism issues worldwide.
Has a social media post ever inspired your next vacation? It’s a far cry from relying on travel agencies or guidebooks. Today, Instagram and TikTok users are constantly bombarded with enticing content showcasing “dream spots,” “essential” addresses, and “unforgettable” activities.
Did you know that two-thirds of TikTok users search for travel-related queries, like “what to do with…” or “where to eat at…”?
This easy access to global attractions comes with consequences. Overtourism damages the environment and the very places praised online. It also harms local living conditions, leading to rising costs, saturated public spaces, and general nuisances.
Influencers are now unwelcome in certain locations. In the Balearic Islands, for instance, authorities asked influencers to decongest popular spots. However, this backfired, drawing thousands of tourists to “ecologically sensitive areas.” Last June, Palma residents in Mallorca even protested against mass tourism.
Anaïs Devaux, head of Tourism at TikTok France, notes that a significant portion of TikTok users actively search for travel inspiration on the platform. This makes influencers a natural fit for this space.
A long-standing issue amplified by digital trends
Overtourism isn’t a new problem. German geographer Walter Christaller raised concerns about managing tourism demand as early as 1963, warning that little-known places could become “must-visit” tourist hubs.
The phenomenon has intensified with the rise of low-cost flights and platforms like Airbnb. Bali, for example, has become a symbol of overtourism. Once an affordable alternative to more expensive destinations, the Indonesian island welcomed 6.3 million travelers in 2024, significantly exceeding its 4 million residents. This influx has led to increased living costs, strained infrastructure, and heightened water demand.
In California’s Redwood National Park, access to Hyperion, a 116-meter redwood tree, has been banned. Social media content featuring the tree can now lead to sanctions. A one-kilometer safety perimeter protects the tree from degradation.
Acknowledging the “tourist overcrowding” impact
Étretat in Normandy faces similar challenges. Its iconic cliffs attract 1.5 million visitors annually, many seeking the perfect Instagrammable shot. However, the sheer volume of foot traffic is suspected of contributing to recent cliff collapses, as highlighted in a 2024 report. The Association Étretat Tomorrow encourages visitors to use the hashtag #EtretatFragile to promote awareness.
In 2023, the government launched an initiative to combat overtourism by engaging influencers. The aim was to raise their awareness of the impacts of “tourist overcrowding” and encourage them to promote lesser-known destinations. This mirrors the initial, albeit failed, approach taken by the Balearic Islands.
The evolving nature of travel storytelling
Why do so many follow influencers to these popular spots? Sociologist Rodolphe Christin suggests it’s a matter of mimicry. Traditionally, sharing travel experiences was crucial, a way to narrate discoveries and connect with one’s community back home.
The shift from sending postcards to instant social media updates has transformed travel sharing. The desire for immediate validation and wide dissemination drives much of this behavior. With 2 billion users worldwide, nearly everyone can inadvertently become a tourism promoter.
Christin explains that the curated portrayal of travelers makes others want to experience these places themselves, often fueled by a desire to belong or a fear of missing out. This creates a “multiplied capacity for imitation,” leading to an “overheating of storytelling” that can cause overtourism.
