The rise of social media continues to exert a powerful influence on travel choices, and picturesque locations across the UK are feeling the impact. Platforms like Instagram and TikTok are awash with posts showcasing ‘hidden gems,’ stunning villages, and breathtaking viewpoints. This surge in popularity, however, is leading to what is now termed ‘overtourism,’ a phenomenon that presents significant challenges for local communities.
While social media can shine a spotlight on beautiful destinations, it also attracts crowds that these areas are often ill-equipped to handle. In Dorset, Durdle Door beach, famed for its picturesque arch, has gained notoriety for its “nightmare path,” becoming a hotspot that some locals dread. Similarly, in Snowdonia, residents are exasperated by the traffic congestion that clogs the roads near their homes.
The village of Castle Combe in the Cotswolds, renowned as one of the prettiest villages in the UK, has become so inundated with tourists that one resident described the situation as “far too intrusive.” Georgina Kingshott, who moved to Castle Combe eight years ago seeking a quieter life, says that post-lockdown, the village is anything but peaceful. “We’ve had people say, ‘I didn’t think people lived here!’” she shared. Influencers frequently visit the village to fly drones, complete social media challenges, and even conduct fashion shoots right in the streets, much to the dismay of the locals.
While residents may find the influx overwhelming, local businesses are experiencing a boom. Caron Cooper, owner of Fosse Farmhouse, a boutique B&B in Castle Combe, welcomes the attention that influencers bring. “Just last week, I had an influencer from America stay, and after she posted about it, I’ve seen a huge surge in interest, bookings, and online engagement,” she said. However, the effects of social media tourism extend beyond mere inconvenience.
Mountain Rescue England and Wales have reported a shift in the nature of their callouts over the past five years, with social media playing a notable role. CEO Mike Park explained that while half of their callouts used to involve injuries on mountains, now 70% are what they consider “preventable” incidents, often involving tourists unprepared for the conditions. In the Lake District, for example, sudden weather changes or the lack of proper equipment have led to dangerous situations. “We’re seeing more cases where people rely on their phones for navigation, only to find there’s no signal, or they take risky selfies and end up injured,” added Phil Gerrard, chairman of the Lake District Mountain Rescue Association.
For influencers like Adell Baker, who documents her travels under the handle Adell Explores, there’s a growing awareness of the impact that social media posts can have on fragile environments. “If I feel a place can’t handle the influx, I won’t tag the location,” she said. “We need to be mindful of the potential negative consequences of our posts.”
Across Europe, overtourism has already led to protests, additional visitor fees, and restricted access to certain areas. While the UK has long been a popular destination, the social media boom is pushing some attractions to their limits. The question remains: how long before the UK must implement similar measures to manage the crowds?
As social media continues to shape tourism trends, the balance between promoting beautiful destinations and preserving them for future generations becomes increasingly delicate.
