In a recent discussion in my travel writing class at Kasteel Well, someone asked “If Instagram didn’t exist, would you still study abroad?” My immediate answer was “Yes, of course.”
But it made me think: Is the real reason some people are studying and traveling abroad to shape their social media presence? Whoever I’m traveling with will always ask “What do you want to do?” when we arrive in our new destination for the weekend. Naturally, I go to TikTok to find ideas for things to do or see.
To be completely transparent, I have gone to shops or restaurants in certain cities solely because I saw them on TikTok. I have no shame in that, and I do believe this is a great way to find more trusted places by people who have already traveled in these cities abroad. Continuing my transparency, I will stop in famous or scenic locations to take photos with the main reason being posting them on Instagram to have the memory captured forever.
Creators and travel bloggers will curate “must see” lists, which can be great when traveling somewhere for the first time and needing direction or recommendations. Yet, local businesses are rarely highlighted as they should be.
The issue with the places that pop up on my feed is that they’re primarily tailored for the American tourist, and therefore become overrun by them. Many major European cities have this problem. Last weekend, I went to Rome where we, of course, went to iconic places like the Colosseum and Vatican City. While there, I could not help but notice — in one of the holiest places in the world — the amount of souvenir shops on the same block as St. Peter’s Basilica.
When I travel anywhere, I want to experience the culture and take part in it. Nevertheless, every street has a McDonald’s or a Primark, followed by yet another souvenir shop.
It all seems to come back to the idea of constantly needing to perform. Admittedly, I will look at my friends’ Instagram accounts and note how they curate their posts to detail their experiences abroad in the exact way they want them to be perceived. Though I do look over my feed and consider how others perceive me, it doesn’t consume me because I don’t let it.
European governments and city authorities have been forced into a delicate balancing act as social media-driven tourism reshapes their streets, economies, and identities. In recent years, some of the most visited destinations have begun pushing back with policies that acknowledge both the value and the volatility of viral fame. Venice has introduced an entrance fee for day‑trippers in an attempt to curb the tidal waves of visitors drawn by picture‑perfect canals circulating endlessly on Instagram. Amsterdam has taken a different route, restricting certain districts, tightening rules on short‑term rentals, and launching campaigns that actively discourage “party tourism” amplified by TikTok trends. Even smaller towns, like Marseille, France — which are suddenly thrust into the spotlight by viral videos — are scrambling to protect fragile ecosystems and local life.
These measures signal a broader shift: European cities are no longer willing to let algorithms dictate their futures. They are experimenting with strategies that encourage slower, more sustainable forms of travel, from promoting off‑season visits, to spotlighting lesser‑known regions that can absorb more foot traffic. Whether these efforts succeed depends not only on policy, but on the travelers themselves.
Without a cultural shift in how we consume and share destinations online, regulation alone won’t be enough to restore balance; so what needs to change?
A more responsible digital culture should be adopted around traveling. It is vital to emphasize respect in countries where you are a visitor, and when partaking in cultures that you are unfamiliar with. Even sharing ethical guidelines and unspoken rules of different countries should be something more highlighted in online travel circles.
European tourism has changed vastly with the rise of social media and the easy sharing of information, and the future of the continent is heavily reliant on whether travelers can shift from a “viral tourism” to “valued tourism” mindset.
Thus, I implore you — the intrepid student traveller — to remember one thing: It’s not all about your Instagram feed. So stop thinking of the perfect caption and start valuing the places you visit.
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