Jakarta, Indonesia Sentinel — Influencers have long played a significant role in promoting travel destinations. However, a new trend called “anti influencer” has emerged where travelers particularly Millennials and Generation X, are actively avoiding places popularized on social media.
This trend stems from the perception that influencer-driven promotions contribute to overtourism, leading to overcrowded and less enjoyable experiences. As a response, an “anti-influencer” trend has gained traction, aiming to prevent excessive tourist congestion at certain destinations.
According to Jan Luescher, CEO of the social networking platform ASMALLWORLD, many travelers are now steering clear of influencer-endorsed locations in search of more personal and unique travel experiences.
“Travelers are looking for journeys that feel more personal, breaking away from predictable itineraries designed for social media photo opportunities,” Jan said, as reported by CNN Indonesia.
Case on Santorini
One of the most prominent examples of an influencer-driven boom is Santorini, Greece. In 2013, as Instagram’s popularity soared, the island saw a sharp rise in visitors, reaching a staggering 3.4 million tourists. That number exceed Santorini’s permanent population of around 20,000 residents.
Since then, Santorini has become widely recognized as “Instagram’s Greek Island,” with over eight million posts tagged #santorini. The influx of tourists has led to overcrowding, prompting authorities to impose visitor restrictions this year.
“Well-established tourist destinations go viral on platforms like TikTok and Instagram, only to be further romanticized by influencers, which fuels even more visits,” Jan explained.
“This leads to sudden surges in tourism, with crowds flocking to the same spots at the same time, particularly when a destination is trending on social media. Generation Z, the primary users of these platforms, often arrives in large numbers.”
Overtourism
Jan added that the social media trending phenomenon results in excessive tourism, overwhelming both hidden gems and well-known locations. Ultimately, it negatively affects both visitors and local communities.
As a result, many travelers, including Millennials, Gen X, and even some savvy Gen Z tourists, are making a conscious effort to avoid destinations heavily promoted by influencers. According to Jan , this movement aligns with the growing trend of “alternative destinations,” as observed by Expedia.
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Alternative destinations offer similar appeal to their more famous counterparts but are often overlooked, providing visitors with quieter and more authentic experiences.
“As expected, trends shift based on what’s currently viral. However, anti-influencer travelers are now skipping the Amalfi Coast in favor of Puglia, swapping Madeira for the Azores, and choosing Slovenia over Croatia,” Luescher noted.
“This shift reflects a desire for authenticity, with travelers increasingly seeking genuine experiences and turning to trusted sources to find them,” he concluded.
(Raidi/Agung)
