It’s no secret that social media has changed travel. Holidaymakers increasingly seek to imitate images posted by influencers and their peers on platforms like Instagram and TikTok. In our increasingly digital world, travellers now chase the perfect shot like treasure hunters. That can mean navigating crowds, long lines and sometimes even danger – all for content from the world’s most “Instagrammable” spots.
In a widely viewed TikTok video, influencer Zoe Rae (the sister of Love Island star Molly-Mae Hague) voiced her disappointment after visiting Bali. Apparently, it did not look as it did when she saw it online. Her comments attracted a backlash, with critics arguing she was simply experiencing the reality behind the content she and others have helped to promote.
