If you didn’t post it on Instagram, did you really go? In the age of social media, many travelers would answer: probably not. What once was about collecting memories has turned into curating content — and platforms like Instagram and TikTok don’t just showcase trips, they shape them.
Travel as a Backdrop
From Santorini’s whitewashed alleys to the streets of Hanoi, destinations are transformed into backdrops. Hashtags now serve as travel guides, while “viral” spots lure thousands. Scenic viewpoints, flying dresses for rent, even purpose-built photo props have become part of the modern tourism package.
The Rise of “Honeypot” Destinations
Santorini’s blue domes, Mykonos’ Little Venice, Naxos’ Portara, Meteora’s monasteries — these “honeypots” attract endless streams of visitors, cameras in hand. As tourism professor Dimitrios Buhalis explains, the shift is structural: “Social media democratizes travel. Visitors create the image of a place, not official campaigns. It’s value co-creation.” Real photos and reviews inspire — or deter — potential travelers, turning hidden corners into global attractions.
The Cost of Popularity
But popularity comes at a price. Queueing for hours outside London’s Big Ben phone booth or crowding Paris’ Rue Crémieux are examples of Instagram fame overwhelming local life. In Greece, similar hotspots — from Santorini sunsets to Sounio’s temple — often struggle with overtourism. “Some sites need management and respect,” Buhalis notes, pointing to Meteora as a sacred place that shouldn’t be treated like just another selfie stop.
Protecting Heritage
Guides see this tension daily. “We must remind visitors not to climb on ruins or disrespect sacred sites,” says UNESCO journalist and tour guide Constantinos Sfikas. Clear signage, guards, and education, he insists, are vital to protecting heritage.
Beyond the Selfie
At the same time, motivations differ. Some travel for faith, some for food, others for the perfect shot. “We shouldn’t demonize it,” says Buhalis. “We just need strategy to balance exposure and sustainability.”
A Shift Toward Authenticity?
Even influencers are reflecting on the shift. Travel blogger Vasiliki Papakonstantinou admits, “Sometimes the photo feels like the goal. But we also see a move toward authenticity, digital detox, and living the moment.” Santorini, she notes, is both a global success story and a cautionary tale of excess.
Finding Balance
The challenge now? Finding balance. Social media won’t stop shaping travel — but with respect, thoughtful management, and a nod to authenticity, it doesn’t have to strip away the magic of the journey.
