The Social Media Influence on Travel Decisions
Albania has been on my mind for a few years, especially since a friend shared stories from her road trip through the country. Excited to discover this layered country, with its impressive landscapes and complex communist history, I realized that much of my travel inspiration still comes from friends and travel journalism. Yet, I can’t ignore the growing influence of the endless travel images flooding my Instagram feed – sometimes consciously, and other times without even registering it.
Let’s be honest, who hasn’t scrolled through Instagram and felt that familiar twinge of envy?
Nothing is wrong with a bite of inspiration; the problems arise when the line between inspiration and reality blurs, and others’ visually curated experiences determine our desires and needs.
Working as a hotel receptionist, I see daily at work how social media feeds the expectations of our trips . It does not only affect the perception of our own experiences (or our mental health); it can also have real negative impacts on locals, hospitality workers, and the environment.
Real World Impact
The other day, I saved one of these posts: “Switzerland’s Best-Kept Secret.” While still cringing at the title, I had already checked the location on Google Maps. Clearly, this place is no longer a secret.
My neighboring village, Lauterbrunnen, exemplifies the impacts of social media fame. After going viral on Instagram, this small village now struggles with daily crowds of tourists, leading to noise, litter, and disrespectful behavior.
If a destination becomes a tourist hotspot too quickly, its infrastructure and nature protection may not be prepared for the rush of people. After being mentioned in National Geographic and followed by social media hype, the owners of the famous restaurant Aescher were so overwhelmed they quit
The Influence of Social Media on Travel Experiences
Besides overtourism, the rise of social media in travel also profoundly affects how we experience our trips. Social media can drive the fear of missing out as we constantly compare ourselves with others on the platforms. We see someone else traveling to Switzerland, Albania, or Morocco and want to do the same. Furthermore, we even want the same scenery, view, and photograph. “Room with the best view” is probably the most frequent guest request, accompanied by photos seen on instagram.
At the same time, the sameness of travel images pushes creators and travelers to chase increasingly unique scenes, sometimes at the costs of their own lives. Tragically—and somewhat absurdly—selfie-related deaths have become a growing issue, proving just how far we’ll go for the perfect shot.
While travel has always symbolized freedom to me, on social media, it often feels like a tool for showcasing social status. This shift reveals the increasingly consumer-driven nature of travel.
Posting pictures of yourself posing with wildlife might seem incredible, but it’s important to remember that places allowing direct contact with animals are rarely protecting them—in fact, they’re most likely harming them for profit.
It’s easy to get pulled in by beautiful photos shared by travel influencers. But these images are often carefully planned to show only the best parts, which can set unrealistic expectations for travelers. While these pictures can make us want to travel, they can paint a misleading picture by focusing on appearances rather than reality.
We all have seen pictures of seemingly idyllic scenery, transporting us into the mystical world of nature, when crowds behind the cameras wait in line to take exactly the same picture. This phenomenon highlights a growing trend: the photo—proof that we were there—has become more important than fully immersing ourselves in the moment and genuinely enjoying our surroundings.
No doubt, Instagram can be a fantastic tool for smaller businesses to attract customers. However, it’s important to understand that social media photos are often more about marketing than portraying the full story or a genuine travel experience. Recognizing this can help us see beyond the polished images and create real experiences that feel meaningful to us.
Responsible Travel Practices
Overtourism and its associated issues existed before social media and weren’t caused by it, but these platforms undoubtedly amplify the issue for popular travel destinations. Because of that, we need responsible sharing practices.
I encourage all of us as influencers, bloggers, tourism businesses, and individuals to be more mindful of how what we share on social media impacts the places we love.
When done with care, social media can help distribute tourism to less crowded places, educate, and promote care for the places we visit, not only seeing them as our fairy tale backdrops.
Mindful Travel Tips for respectful travelers
Each destination is more than a bucket list check; it’s a living, breathing place filled with people, history, and stories. Authentic travel is about immersing ourselves in the essence of a place—walking open-mindedly through unknown streets, hiking silently up mountains guided by waterfalls, sitting on a beach lost in thought, or connecting with strangers. It’s these moments that truly enrich our journeys.
So, how can we counteract the negative effects of social media on ourselves and the communities we visit? And how can we create more meaningful travel experiences while leaving a positive impact behind?
By applying the following practical tips, I was able to make the most of our too-short trip to Albania. It turned out to be a deeply nourishing and mentally regenerative holiday, and I’m already planning to return—with more time, hopefully.
Here are a few simple practices you can try to make even a one-week holiday feel incredibly rewarding. They don’t require much effort—just a bit of reflection.
WHY DO YOU CHOOSE THIS DESTINATION?
Before choosing a destination or accommodation, ask yourself why you want to visit. Be honest with your answer.
For me, Albania stood out after several friends recommended it. After an intense trip visiting family in November, we wanted a relaxing holiday. Living in the mountains, a sea destination like the Albanian Riviera—with its reasonable prices, beautiful beaches, and less tourism—felt like the perfect choice.
Of course, it’s impossible to discover a country’s complexity in just one week, so I embraced this trip as a opportunity to slow down, rest and simply enjoy the sunny weather, beaches, and delicious food. What matters most is understanding why you’ve chosen your destination.
DO YOUR RESEARCH
No matter where I travel, research the destination is part of my travel preparation. Even if you book through a travel agency, it’s essential to understand where you’re going.You’d be surprised how many people arrive to the hotel, knowing little about the place their are visiting. Research isn’t just about finding restaurant recommendations or tourist highlights—it’s about understanding a country’s history, traditions, cultural norms, and the political and economic landscape. Each country is unique, and our presence impacts it differently. By learning about a place, we can travel more mindfully, show respect, and give back to the destinations we visit.
Pro Tip: During your travels, you will learn a lot you were unprepared for. Keep researching during or after your trip. Read up on topics locals have mentioned in conversation, this help you also to ask better questions.
SLOW DOWN
Are you tempted to fill your holidays with endless activities and destinations? I’ve come to realize that I prefer to BE in one place, even if that means seeing less.
In Himarë, we let each day unfold as we felt—taking walks, slowing down, and simply going with the flow. This slower pace allowed us to learn more about local culture, chat with locals, explore Himare´s local flavors and sit in silence observing the waves. A slower travel approach gives us space to reflect and view our own lives from a new perspective. Away from the demands of daily routines, we finally have time to simply breathe.
TOURIST HIGHLIGHTS – AM I MISSING OUT?
Deciding if a tourist attraction is worth it isn’t always easy. I have heard from many who found Machu Picchu overrated, but for me, it was one of the most emotional and special places I’ve ever visited. The key is to ask yourself: why do you want to go? Is it to learn something or just to check it off a list you saw in a travel guide? If it is only for a bucket list check or to say you have been there, you might be unscrupulous and skip it.
Rather than following the crowd, ask locals for recommendations or explore without an agenda. Often, it’s when you leave space for the unplanned, serendipitous moments and the off-the-beaten paths that make for the best stories and lasting memories.
Focusing on quality over quantity made my time in Himarë feel present and meaningful.
So, next time you plan a trip, embrace the beauty of slow travel. It’s not about how much you see, but how deeply you experience it.
TRAVEL ITINERARY – STAYING LONGER IN ONE PLACE
Albania’s contrasting landscapes—from the Accursed Mountains, known as the Albanian Alps, forest areas to hilly vineyards, river streams, lagoons, and the Mediterranean coastline—make it an ideal road trip destination.
But with only seven days, we made the small coastal town of Himare our base camp, from which we explored other areas on the coast. I’ve found that having a home base reduces the stress of constant packing and moving, and it’s kinder to the environment, too. Plus, by spending more time in one place, you get to support local businesses consistently, enhancing chances to engage with locals on a deeper level.
BEING PRESENT IN THE MOMENT – TAKE FEWER PICTURES
I love photography, but I often feel anxious about missing the perfect shot, which pulls me out of the moment. While traveling in Albania—my first trip with my travel blog in mind—I struggled to find a balance between capturing photos and fully engaging my senses.
In the end, I chose to prioritize the experience, especially when traveling with others, which is why I don’t have many pictures from this trip.
To stay present, try leaving your phone behind for a stroll on the beach or at dinner. Or set fun limits, like taking just one picture per hour or pretending you’re using a film camera with only 24 exposures.
The goal is to absorb the essence of a place—what do you see, hear, and smell? Challenge yourself to be an observer and participant rather than just a recorder of moments.
Reclaiming Real Travel in the Age of Social Media
Travel is about so much more than capturing perfect photos for social media. By being mindful of how our travel habits affect local communities and the environment—and by staying present and engaged—we can create authentic experiences that are both personally enriching and responsible. As visitors to a place, we are guests in someone’s home, and it’s worth celebrating what travel is essentially about: connection and learning. Being fully present is the first step toward giving back to the places we visit.
My journey to Albania was a step toward embracing slow and mindful travel—a way of exploring that values connection, intention, and positive impact. I hope these tips inspire you to approach your next adventure with the same mindset, nurturing reciprocal relationships and deeper understanding.
