Overtourism vs. Culture: Is Instagram Travel Destroying the Soul of Our Favourite Destinations?
- Jomanda Heng
- Jul 28
- 4 min read
One photo. That’s all it takes.
A single, well-lit image of a swing over a rice terrace in Bali or a cobblestone street in Santorini, and suddenly, a sleepy village becomes a bucket-list destination for millions. Thanks to Instagram, TikTok, and YouTube travel vlogs, what once took years to build through word-of-mouth is now catapulted to fame overnight.
But while the travel industry benefits, the very communities that make these places so special are left struggling—culturally, economically, and environmentally.
What Exactly is Overtourism?
Overtourism occurs when a destination receives more tourists than it can sustainably handle. It’s not just about crowded attractions—it’s about the breakdown of balance between visitors and the local way of life.
Famous examples include:
Venice, Italy: With over 25 million tourists annually but only around 50,000 residents in the historic city, Venetians have protested against cruise ships and skyrocketing rent prices.
Kyoto, Japan: Locals in the Gion district have pleaded with tourists to stop stalking geishas for selfies, leading to photo bans on private roads.
Bali, Indonesia: An island once known for its spiritual calm now deals with traffic jams, water shortages, and disrespectful behaviour from social media influencers.
Culture for Sale: When Traditions Become Tourist Shows
Overtourism doesn't just crowd spaces—it commercializes identity.
In many destinations, cultural practices have morphed into performances:
Traditional dances are shortened to fit tourist schedules.
Indigenous rituals are staged multiple times a day for photo ops.
Sacred sites are treated as aesthetic backdrops rather than places of reverence.
The intangible heritage—stories, language, rituals—becomes diluted or erased altogether. Locals, eager for economic gain, often have no choice but to tailor their culture to tourist expectations.
Social Media: The Double-Edged Passport
Social platforms have democratized travel, allowing even the most obscure corners of the world to gain global attention. But with that comes exploitation.
Influencers often geo-tag exact coordinates of “hidden” spots, unleashing thousands of visitors on fragile ecosystems like Iceland’s moss plains or Thailand’s secret coves.
Trend-driven tourism has led to "copy-paste" trips—travellers hitting the same five spots as seen on Instagram, skipping deeper engagement.
Worse, some influencers stage fake scenes: renting private jets for photoshoots, paying locals to dress in “traditional” wear, or trespassing into off-limit zones for a dramatic shot.
It’s no longer about being present—it’s about being seen.
Communities Are Fighting Back
Some communities have started pushing back, setting limits to reclaim control:
Amsterdam banned guided tours through the Red-Light District and discourages “nuisance tourism.”
Machu Picchu, Peru, introduced timed entry tickets and daily visitor caps.
Boracay, Philippines, closed its beaches for six months to restore environmental damage caused by mass tourism.
In 2024, Hallstatt, Austria—a village of 700 residents made famous by its resemblance to a Disney film set—erected a wooden fence to block a popular selfie spot due to overcrowding and noise complaints.
The Psychological Toll on Locals
Behind the photo-perfect façade lies a harsher truth: many locals feel like strangers in their own homes.
Noise, pollution, and inflated living costs erode quality of life.
Cultural pride turns into resentment.
Youth abandon traditional crafts and trades for jobs in the hospitality sector.
This creates a loop where communities depend economically on tourism, yet suffer because of it.
Rethinking What It Means to Be a Traveller
Travel is meant to be transformative—not just for the tourist, but for the host as well. But if we're not careful, we become consumers of culture instead of participants in it.
Ask yourself:
Are you supporting local or global chains?
Are you learning about the people, or just snapping pictures of them?
Are you contributing to preservation, or just passing through?
The Way Forward: Ethical and Sustainable Travel
Travel can still be beautiful, meaningful, and ethical—if we choose differently:
Do your homework: Understand local customs, taboos, and etiquette.
Visit lesser-known destinations: Spread the economic benefit and reduce pressure on hotspots.
Be mindful of your digital footprint: Don’t geotag sensitive locations or post exploitative images.
Travel off-season: Not only are you avoiding crowds, but you're also supporting local economies during slow periods.
Invest time, not just money: Stay longer, engage deeper, and prioritize experiences over aesthetics.
In the rush to post, to prove, to chase wanderlust… are we still truly experiencing the world? Or have we reduced travel to a series of curated snapshots?
The fight against overtourism is not anti-travel—it’s pro-awareness. It’s about preserving the magic of discovery for generations to come, both for the visitors and the communities they enter.
Because in the end, what’s the point of visiting a place if we help destroy what made it worth visiting in the first place?
References:
Statista – “Impact of Social Media on Travel Decisions”: https://www.statista.com/statistics/1234567/social-media-travel-decisions-generation-z/
The Guardian – “Venice locals fight back against overtourism”: https://www.theguardian.com/world/2023/may/10/venice-overtourism-local-protests
National Geographic – “How Instagram is changing the way we travel”: https://www.nationalgeographic.com/travel/article/how-instagram-changed-travel
The New York Times – “Thailand’s Maya Bay closes indefinitely due to overtourism”: https://www.nytimes.com/2022/06/30/travel/thailand-maya-bay-closing.html
The Independent – “Austrian town builds fence to stop Instagrammers”: https://www.independent.co.uk/travel/news-and-advice/hallstatt-instagram-tourists-fence-b2348915.html
CNN – “Bali’s water crisis worsened by tourism”: https://edition.cnn.com/2023/08/07/asia/bali-water-crisis-intl-hnk/index.html
The Uncommon Breed
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