Social media is changing the way people experience travel, with many visitors arriving at destinations that feel familiar before they have even explored them. Extensive online research, endless travel videos and carefully curated photographs are helping tourists plan their trips, but they may also be taking away some of the excitement of discovering a place for the first time.
A destination that once seemed full of possibilities can now feel like somewhere a traveller has already visited. TikTok videos, Instagram Reels and other online content regularly expose people to famous landmarks, restaurant interiors, scenic viewpoints and hidden streets long before they book a flight. Even those who do not deliberately search for travel inspiration can encounter it through their social media feeds.
The scale of this change is reflected in a survey conducted by Hint App, which polled 10,684 adults across Europe, the United Kingdom, the United States, Canada, Australia and Latin America. According to the findings, 68% of respondents had visited a destination for the first time only to find it already felt familiar because of the amount of online content they had consumed. Another 74% said they researched destinations so thoroughly that few genuine surprises remained when they arrived, while 64% recognised landmarks and viewpoints from their social media searches.
The findings highlight a growing tension in modern travel. Digital tools make it easier to find transport information, compare accommodation, identify attractions and avoid practical problems. However, when travellers see extensive footage of a destination before arriving, the experience of encountering it in person can feel less unexpected.
“People use information to reduce uncertainty before an experience begins,” said Kirill Liakh, managing director of Hint App. “That can make the experience easier, but it can also make the first encounter feel less distinct.”
Travellers do not need to abandon technology or stop planning altogether to preserve the sense of discovery. Instead, making a few changes to how they prepare for a trip can leave more room for unexpected experiences.
One option is to return to printed travel guidebooks. While online searches and artificial intelligence chatbots can generate long lists of attractions, restaurants and suggested itineraries, traditional guidebooks offer a more limited selection of information. Their pages cannot display every street, café or viewpoint, which can make it easier to leave some discoveries for the journey itself.
Publishers such as Lonely Planet, Bradt Travel Guides, Rough Guides and Fodor’s Travel offer books covering destinations around the world. Travellers can use them to understand local history, identify important neighbourhoods and find practical information without spending hours scrolling through photographs and videos. A guidebook can also serve as a useful starting point rather than a complete itinerary, allowing visitors to decide what interests them without feeling obliged to see everything featured online.
Another way to discover a destination is to ask people who know it. Hotel concierges, tourist information staff, local business owners and residents can offer suggestions that may not feature prominently in travel content. Their recommendations may also reflect current conditions, personal interests or smaller places that visitors might otherwise overlook.
Tourist information centres can be particularly useful for travellers who want to explore beyond the best-known attractions. Staff can suggest places to visit, explain local transport options and provide printed maps or self-guided walking routes. In Sofia, Bulgaria, for example, tourist information centres offer general city maps as well as self-guided routes exploring the local art scene and post-war architecture.
Conversations with other travellers can also lead to unexpected discoveries. Bars, including those in hostels, often provide opportunities to exchange recommendations with people who have recently explored the area. A fellow visitor might suggest a neighbourhood worth walking through, while a local resident could point towards a restaurant or cultural attraction that rarely appears in mainstream travel guides.
Walking without following a tightly planned itinerary is another way to make travel feel less predictable. Some of the most memorable experiences can happen when visitors turn down an unfamiliar street, stop at a busy café or discover a small museum they had not intended to visit.
This does not mean travelling without any preparation. A printed map or guidebook can help identify historic districts, markets, restaurant areas and neighbourhoods known for their cultural attractions. The difference is leaving enough time to explore these places without deciding in advance exactly where every hour must be spent.
Travellers can also limit how much destination content they consume before departure. Rather than watching dozens of videos about every attraction, they can research essential details such as accommodation, transport, opening hours and entry requirements, then leave some sightseeing decisions until they arrive. Saving a few ideas instead of building an exhaustive list may help maintain a balance between preparation and spontaneity.
Social media remains a valuable source of practical advice and inspiration, particularly for people visiting unfamiliar countries or travelling on a limited budget. The problem is not necessarily the information itself, but how much of the experience is consumed before the journey begins.
For travellers who want to feel the excitement of discovering somewhere new, the answer may be to plan the essentials, spend less time previewing every attraction and allow local conversations, unplanned walks and unexpected encounters to shape the rest of the trip.
