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Nov 1, 2019 • 7 min read
So your town has been geotagged into oblivion on Instagram, and the social media influencers are on the march. Watch out for the crowds, wave goodbye to a speedy commute, and prepare for the drive-by Instagram shooters. Here’s what you can expect.
The Power of Geotagging
Brad Boner has lived and worked in Jackson Hole for the last 15 years, and he never had issues visiting his favorite nature spots until about eight years ago when the tourism landscape shifted dramatically.
“There was a definite shift,” he recalls. “A sharp and noticeable increase in traffic and tourism became evident.” Given the enormous popularity of Wyoming’s Jackson Hole, even experiences once exclusive to locals are now common knowledge for outdoor adventurers from around the globe. For instance, the Teton Pass used to be Boner’s regular skiing spot, but now it’s overcrowded with visitors. “I find other places to ski now,” he admits.
So, what occurs when Instagram puts your town on the (geotagged) map? Experts and locals who’ve witnessed this transformation share their insights.
Your Commute Will Take Longer
“The roads become busier, and traffic increases,” explains Henrik Micski, project officer for the Minginish community group in the Isle of Skye. He first observed this surge of tourism driven by social media back in 2013. During the peak season, which lasts from April to September, Micski must allocate extra time to reach his destination. “If I have a meeting on another part of the island, I’ll add 10 minutes to my travel time for the traffic.”
Skye’s winding, single-track roads can also present a significant challenge during the busy tourist months. “Some locations simply can’t accommodate the number of vehicles that crowd the roads this time of year,” warns Micski. “Even if you know how to navigate passing places, waiting for five or six cars to get through can extend your journey considerably.”
Patience is essential, Micski advocates. “Many tourists aren’t accustomed to driving on the left or navigating single-track roads. You’ll need to be patient as some of them may struggle to manage the roads effectively.”
Prepare for Drive-by Instagram Shootings
“Drive-by tourists come and go,” states Elizabeth Becker, author of Overbooked: The Exploding Business of Travel and Tourism. “They snap their photos for Instagram, grab a coffee, and possibly eat at a chain restaurant before moving on.”
These tourists often prioritize their social media engagement over true exploration. “It’s tourism on steroids,” Becker sighs. “Their visits are rapid; they’re satisfied with a couple of hours in a location—this model has even resulted in not being able to cross bridges in Prague, and forget about observing the panda bears in China.”
To counteract the trend of Instagram-driven short visits, tourist boards are promoting the idea of spending more time at each destination versus just obtaining the perfect shot. “Through Skye’s tourism organization, there’s a substantial push to encourage tourists to linger longer in one place,” Micski says. “No more in-and-out visits.”
Forget About Visiting the Top Tourist Attractions
Once upon a time, holidays were primarily about relaxation, with beautiful photographs being a delightful bonus. Those days have faded into the past. “Instagram is akin to a drug,” asserts Becker, noting how throngs of individuals congregate at tourist hotspots in a relentless pursuit of the ideal Instagram shot. This pursuit can sometimes have dire consequences. “Tourists are falling to their deaths in the Grand Canyon, chasing selfies,” Becker points out. “There are even locations that have banned selfie sticks.”
Micski concurs: “Unfortunately, Skye has its share of major attractions where visitors snap a picture and then move on. People swarm places like the Old Man of Storr, Quiraing, and the Fairy Pools.”
However, you cannot rely on tourists solely visiting the leading landmarks, leaving the rest of the area for locals’ enjoyment. With the saturation of geotagging, every location becomes accessible. “Delta Lake serves as a classic example,” Boner laments. “It was once a quiet, off-the-map hike, but now it’s inundated with visitors. Searching Instagram for Delta Lake yields hundreds of posts, and unfortunately, the trail’s maintenance has suffered, making it in poor condition.”
The Authorities Will Struggle to Keep Up
“If you’re managing a town impacted by mass tourism, you’ll inevitably face increased garbage disposal expenses that aren’t adequately funded,” warns Becker. In such cases of mass tourism, the revenue collected per tourist is significantly lower, and often insufficient to cover the additional costs incurred by the influx of visitors.
Moreover, injuries will likely occur, particularly in towns centered around outdoor activities. “Localities absorb substantial medical costs due to tourists’ injuries,” Becker asserts. “Many tourists believe that if they get hurt, the local community should bear the costs and are taken aback when they’re asked to pay their medical bills.”
The housing market will also feel the effects. “Residents who normally rent their properties will think, ‘I can earn that much in a few short weeks through Airbnb,'” she notes, “this forces locals who rely on long-term rental income to find alternative housing. Business owners might also reconsider their offerings: ‘Why run a butcher shop when I could make a higher profit selling souvenirs instead?’” Consequently, even menu items at local eateries may change; Becker shares that one restaurant she visited in Lisbon felt compelled to add avocado toast to their menu due to these trends.
Some May Experience Unfortunate Circumstances, Leading to Resentment
Consider the community surrounding Glen Brittle. Before a parking lot was constructed near the world-renowned Fairy Pools, residents faced significant inconveniences. “They truly suffered,” Micski explains. “Prior to that parking area being built, everyone parked on the road, making it impossible for locals to enter or exit the village freely.”
When tourists disrupt daily life to such an extent, it’s only natural for some individuals to grow resentful. However, most locals manage to adapt. “Skye has historically been a tourist destination,” Micski adds.
Locals Will Unite to Retake Control of Their Community
In response to the impacts of mass tourism, communities will begin to organize for change. Becker states, “At some point, locals may wonder, ‘Who benefits from this tourism—us?’” Questions about the negative influences on their lives will lead to discussions of control and burden. Cities like Amsterdam, Barcelona, and Venice have already implemented measures aimed at mitigating the disruptions caused by mass tourism, often through taxation or limits on tourist access during peak times.
Furthermore, innovative solutions are emerging along with these changes. Boner expresses optimism about the efforts from tourism authorities urging responsible social media use. “The Stay Wild campaign encourages people to use thoughtful hashtags.” He mentions a growing prevalence of a general hashtag in Jackson Hole, promoting conservation. “It’s exciting to see more people embracing this responsible tagging.”
The next time you stumble upon a breathtaking location during a hike or while exploring a town, consider setting aside your camera. Savor the moment and resist the instinct to geotag.
