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IN BRIEF
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The rapid rise of TikTok and Instagram profoundly disrupts the tourism sector, redefining the ways travel is inspired, planned, and consumed. Fueled by spectacular photos, instant tips, and personal stories, these networks transform the collective imagination, influence highlighted destinations, and generate sometimes unexpected effects for professionals, travelers, and local residents alike.
The Empowerment of Travel Inspiration by Social Media
In the past, travel was planned using narratives, paper guides, and agency recommendations. Today, a viral post on Instagram or a wildly popular video on TikTok can be enough to catapult a destination, restaurant, or landscape into the global spotlight. Internet users now appropriate the codes and widely share their discoveries, making inspiration accessible and instantaneous. A simple “swipe” can take one from dreaming to concrete planning.
This spotlight on lesser-known places encourages the curious to explore off the beaten path, as evidenced by the interest in a Provençal village without tourism or the desire to travel differently, which resonates with many posts on these platforms.
Viral Phenomena and Massive Tourist Flows
The case of Chez Alain Miam Miam, which became famous without a marketing strategy, perfectly illustrates the new logic. Located in Paris, this sandwich shop attracts endless lines thanks to videos massively shared on TikTok and Instagram, capturing the melting cheese and the enthusiasm of customers. The establishment has become a true attraction, surpassing simple local renown, driven by digital imagery and the immediacy of sharing.
This phenomenon is not isolated: many sites or addresses see visitors flocking from all over the world, sometimes at the expense of neighborhood life or the local environment. In this regard, the responsible management of tourism becomes a crucial issue for the future, as highlighted in the article on the future of tourism in preserved regions.
The Secondary Effects of Increased Visibility
While this digital revolution has facilitated access to unprecedented experiences, it also creates tensions. Merchants and residents see their daily lives disrupted by overcrowding, as evidenced by the difficulties faced by some establishments in managing the sudden influx of tourists. Queue management, rushed hiring, and the annoyance of locals have become integral to the urban tourism landscape.
Some places, seeking to preserve their tranquility, are considering solutions to control their online reputation and promote a more peaceful tourism. The balance between attractiveness and preservation remains a constant challenge for many destinations.
New Travel Behaviors and Instant Planning
Social media, through the richness of their shared content, have transformed the way trips are planned. More and more travelers are abandoning lengthy scouting in favor of real-time recommendations, relying on stories, tutorial videos, or dedicated accounts to organize a week of travel. This phenomenon is accompanied by a search for authenticity fueled by the desire to “live like a local” or discover unique places before they go viral.
The staging of travel on social media also influences the choice of destinations and modes of transportation, creating a dynamic where novelty often prevails over tradition, and where shared experience takes precedence over lived experience.
The Challenge of Preservation and Sustainability
In light of the growing environmental impact of these new practices, initiatives are emerging to promote more responsible tourism. Some regions, whether UNESCO designated or not, strive to find the right balance between visibility and the preservation of biodiversity, as highlighted in the article on UNESCO tourism and biodiversity.
The revolution of vacations in the age of social media is therefore not without consequences: it calls for collective reflection on managing flows, enhancing local heritage, and raising awareness of sustainable practices, essential for safeguarding the richness and authenticity of the places highlighted by these new digital showcases.
