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Overtourism and the Instagram Effect

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We Are Social

18 Finsbury Square

London

EC2A 1AH

United Kingdom

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Please note: Due to the popularity of these events, agency registrations are limited to one person per agency.

When it comes to where we jet-off to on our holidays, social media platforms - Instagram, in particular - are playing an increasingly important role in influencing where and when we go away, and what we must see and do once reach our destination.

A recent study into 'the Insta effect' actually found that 40 per cent of consumers under 30 now prioritise how Instagrammable a potential destination is above other factors when booking where to go.

But, while this increased awareness and willingness to travel to unique and breathtaking destinations may sound like a dream to travel marketers, there are downsides to having the perfect 'grammable destination.

Over the last few years, some of the world's most impressive landmarks and shareable holiday destinations have started to be blocked off from the public. Not due to safety issues, but as a result of the sheer amount of footfall from visitors trying to get that perfect influencer-inspired shot for social.

From London's Notting Hill to Thailand’s Maya Bay, photogenic bucket list destinations - such as Venice, Bali and Machu Picchu - have all been feeling the impact of social media.

So what can, and should, travel brands and marketers be doing to help protect the local environment and communities of the destinations they’re promoting? And how can social media be used as a force for good, as well as promotion?

Join us on Wednesday 25th September, when we’ll be hosting a breakfast briefing with a panel of experts from across the travel sector to discuss: their view on the increasing issue of over-tourism and the role social media plays in fueling this issue; the responsibility travel brands have to protect local communities and ecosystems; and what can be done to help.

Agenda:

08:30 - 09:00 - Breakfast and coffee

09:00 - 09:10 - Welcome and introductions

09:10 - 09:45 - Overtourism and the Instagram Effect

  • Alice Cuffe - Editor, We Are Social
  • Tim Williamson - Director of Marketing and Content, Responsible Travel
  • Jen Stubley - Social Media Lead, London & Partners (Visit London)
  • Ged Brown - Founder, Low Season Traveller
  • Besma Whayeb - Founder, Ethical Influencers

09:45 - 10:10 - Audience Q&A

10:15 - End

The We Are Social event space is wheelchair accessible. If you have any other accessibility requirements, please don't hesitate to contact us and we will do our best to accommodate.

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Date and Time

Location

We Are Social

18 Finsbury Square

London

EC2A 1AH

United Kingdom

View Map

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