Seven attractions ruined by social media

Instagram and TikTok’s instant global reach is causing previously unknown tourist destinations to soar in popularity

Overnight celebrities being created by social media is a common modern phenomenon. But what happens when it does the same for travel attractions – turning previously obscure sights and locations into the next “must-visit” spot?
For an example of this phenomenon in action, just look to the Palmera Inclinada – an extravagantly leaning palm tree in Lanzarote that became an overnight sensation on social media when its unique character was captured by a passing travel influencer.
The leaning tree was a serious hit online. But the deluge of would-be influencers on this previously undiscovered patch of Lanzarote ended up causing it permanent damage and leading to its removal. Now the story is held up as a modern parable of when tourism goes wrong.
Of course, trending tourist destinations are nothing new. But the rapid Wild West nature of social media – and in particular TikTok – means that sights can go from zero to full speed in record time. What’s more, the process can be hugely unpredictable, even for those in the know.
“TikTok’s algorithms mean that videos can go viral a lot quicker than on YouTube or Instagram,” says Dina Zubi from social media experts Corq. “That means quirky sights or picturesque spots can reach millions of users within a few hours.”
The content itself is different from past platforms, too. Rather than enforcing your status with selfies at luxury hotels, the emphasis on TikTok is often on the uniqueness of the content. 
“It’s more about passion-first travel, rather than destinations,” says Stevie Johnson, the head of influencer agency Disrupt. “People pay attention to crazy and weird things – that’s how you capture attention.”
How does it happen so quickly? Compared with other social platforms, TikTok is known for being particularly ruthless in its use of artificial intelligence, finding out exactly what captures users’ attention and then serving it to them accordingly. 
Pause for even a few seconds to admire a video of one user standing by a viral backdrop (the colourful “blossom” houses of Notting Hill, for example) and the algorithm works out that you might be interested in seeing similar videos. It may also start pushing them on users you know or who match your profile.
“When something is going viral, it often creates a domino effect where creators are trying to capture similar content,” says TikTok expert Ben Rosen, a director with social media agency Connect. Though creators have to be quick, as today’s viral content can be tomorrow’s tumbleweed.
Like it or not, TikTok is clearly shaking up travel in ways that can be hard to keep track of, creating must-see attractions overnight. Here are the destinations that have experienced the viral treatment:
Local drivers have been splashing their way through the shallow waters of Rufford Ford for decades. But when the East Midlands landmark became famous on YouTube and TikTok, things got out of control.
Videos of TikTokers speeding through the ford after heavy rain, thus creating a dramatic log-flume effect, soon amassed millions of views. Those who managed to ruin their car in the process did even better. The craze even drew real-life onlookers, with scores of visitors cheering the daredevil drivers from the safety of the bridge.
After some months of viral fame, councillors decided that enough was enough. In December 2022, they ordered that the ford be blocked off to all vehicles – much to the annoyance of some TikTokers who hadn’t yet recorded their content.
Cambodia’s most famous temple is hardly short of tourists. Yet a mischievous new TikTok trend has upped the stakes somewhat.
Conservationists have criticised attention-seeking influencers for creating a viral new challenge in which they run through the ancient ruins in a way that mirrors a popular computer game called Temple Run.
The experts say the challenge is insensitive and risks damaging the ruins. Judging by the comments on social media, some users clearly agree – but that hasn’t stopped the videos amassing millions of views.
When it comes to scenic beauty, the charm is in the feeling of peace and isolation – even if it is somewhat of a fiction. These days, maintaining that illusion can be borderline impossible, thanks to social media.
Across Britain, beauty spots and historic sights are dealing with an influx of selfie-hunters looking for the perfect content – even if it means annoying others.
On TikTok, one content creator went viral – and not in a good way – for touching Stonehenge, despite the protests from security. Meanwhile, at national parks such as Snowdonia and the Brecon Beacons, visitors have been baffled to see influencers queueing up to get the perfect selfie.
Hiker and Brecon Beacons expert Carys Rees says she now avoids the most popular spots during peak times. “Luckily, there are quieter parts which are just as charming,” she adds.
The sepia glow of autumn could well be social media’s favourite season, judging by the enthusiasm for chunky-knit sweaters and pumpkin-spiced lattes.
Last September, the autumn fascination hit a snag, when a small town in New England (Pomfret in Vermont) declared that it was fed up with the sheer volume of seasonal selfie-seekers.
The tiny yet picturesque town – population just over 900 – had become known as a go-to spot for what locals call “foliage season”. But complaints about trespassers on private land prompted locals to call time.
A local decree now states that the road necessary to access the town’s farmland will be closed to non-residents for three weeks during September and October.
While most restaurants would jump at the chance of free publicity, TikTok fame can be a mixed blessing.
In London, it’s become routine that a recommendation from a TikTok foodie can result in venues being subjected to hours-long queues, as scores of social media followers descend.
For all London’s gastronomic pull, the current epicentre of this particular culinary craze appears to be Paris, where the ice cream café Folderol has become a pilgrimage destination for TikTokers and Instagrammers.
While business is evidently booming, not everything has been so positive. Last September, Folderol decided to hire a bouncer to keep the queueing under control. Meanwhile, a suitably Parisian sign has been installed chiding wannabe influencers.
“No TikTok: be here to have fun, not to take pictures,” it reads. Naturally, it has since gone viral on social media.
Residents in the town of Albuquerque in New Mexico had somewhat of an early insight into what it means to be internet famous.
The mountainous south-western city enjoyed a tourism boom after the runaway success of Breaking Bad, the acclaimed drug drama set in New Mexico. Yet a fixation with recreating one particular scene caused a headache for locals.
In 2015, the show’s creator, Vince Gilligan, had to plead with fans to stop hurling pizzas onto the roof of the real house that was used as the residence of protagonist Walter White. After his pleas fell on deaf ears, the home’s owners installed a fence.
You might think that a show that finished more than 10 years ago might not be hip with social-media-savvy young travellers – but you’d be wrong. According to a 2023 survey from education platform EduBirdie, it is one of the top shows named by Generation Z as an influence on their travel plans.