It’s no secret that Instagram is a major means of inspiring consumers to travel. But how large really is the scale travel influencers hold on the platform?
A new report from social media analytics company, Socialbakers, suggests it's heading to the billions. According to its research on travel Instagrammers, “the influencers as a whole are projected to become a $5 to $10 billion industry by 2020.”
In terms of countries, Socialbakers reported that the United States and Italy lead the world in Instagram travel influencers. With the UK coming in near the bottom of the list and India being last.
Though the dreamy images seen on your feed may look inspirational, the effects this billion dollar industry is having on travel and tourism at home in Australia, and around the globe, isn’t all positive.
In November, the Jackson Hole Travel & Tourism Board in the U.S., introduced a campaign encouraging visitors to “tag responsibly,” using a geotag for the region rather than specific locations within the park. It was an attempt to reduce over-tourism the board says has been caused by Instagram.
Locals in cities like Paris, Amsterdam, and Barcelona are protesting rapidly-rising rents driven by demand for Airbnbs and streets crowded with aspiring influencers.
Meanwhile in Australia, a national park has had to reinforce a five-foot fence to discourage visitors from climbing onto the unstable Wedding Cake Rock to snap a famous but dangerous shot.
However, with a new wave of influencers seeking to change the norms, travel on Instagram is on the cusp of a more positive, and sustainable shift.
Popular accounts like @blackgirlstraveltoo and @unlikelyhikers focus on highlighting the diversity of travellers around the world, sharing insider tips, and respecting the environment and indigenous cultures, to prove that Instagram can in fact be a positive influence on how we experience unfamiliar places.
“We are seeing growing interest among travellers in responsible and sustainable travel,” said The Center for Responsible Travel (CREST) communications and outreach manager, Rebekah Stewart.
Whether in magazines, on TV or on Instagram, the way travel is represented has a tangible effect on destinations, who visits them and how those visitors interact with the place. But the growing popularity of a new kind of travel influencer is proof that the pursuit of sustainable, responsible travel doesn’t have to be boring or unattainably expensive.
Newsletter image courtesy of @the_adventuresofus
