In a surprising turn of events, the quaint New England town of Pomfret found itself grappling with an unexpected influx of tourists, prompting local authorities to close its roads to non-residents this September. The trigger? A viral social media tag that set off a frenzy of visitors eager to capture the perfect selfie backdrop against the picturesque countryside.
The phenomenon began with videos on TikTok featuring the hashtag #sleepyhollowfarm, quickly gaining traction and drawing thousands to the town. Pomfret, renowned for its fall foliage, soon found itself at the epicentre of a debate on the growing trend of “influencer tourism” – a modern form of travel where social media content, rather than traditional experiences, takes precedence.
Social media platforms, particularly Instagram and TikTok, have become powerful tools shaping travel preferences. According to a recent American Express survey, a staggering 75% of respondents claimed that social media played a pivotal role in inspiring their travel choices. This shift in tourist behaviour, fuelled by the omnipresence of smartphone cameras, has given rise to what experts term the “selfie tourist gaze.”
Rather than immersing themselves in local culture or appreciating scenic destinations, some tourists now actively seek out dramatic or luxurious locations for their social media appeal. Dubai, with its opulent lifestyle and high-end shopping, has become a magnet for influencers looking to elevate their online presence.
The emergence of the selfie tourist gaze has led to a shift in the very essence of travel. Instead of seeking enriching experiences, some tourists aspire to be the focal point of attention, either through posing in prestigious locations or engaging in attention-grabbing events like the Rickshaw Run – a 2,000km race across India that encourages eccentricity and self-expression.
While these “performances” may garner online attention, they can also stir controversy. Instances of tourists damaging fragile archaeological sites or disrespecting sacred areas in pursuit of social media content have raised concerns about the impact of this new form of tourism.
Research suggests a connection between the rise of narcissism in society and the changing desires of modern tourists. The quest for high-status photos in difficult-to-reach locations may reflect an increased sense of entitlement and exhibitionism. Selfie culture, however, has the potential to be harnessed for positive change, with tourists increasingly seeking deep and meaningful experiences, and ecotourism emerging as a sustainable alternative.
Despite the environmental pros and cons of tourist self-obsession, the desire for image enhancement could potentially drive a shift towards more responsible tourism. Volunteers abroad, motivated by the opportunity to showcase their altruism, often contribute positively to the social and natural environments of their host destinations.
Yet, the consequences of excessive self-fixation are not limited to environmental impact. Studies suggest that the desire to perform for the camera may adversely affect mental health. A focus on creating the perfect selfie could lead to a disconnect between tourists and their surroundings, hindering the potential for unexpected encounters and personal growth.
The increasing number of selfie-related tourist deaths underscores the potential dangers of this disconnect. A 2018 report documented 259 deaths occurring between 2011 and 2017 during selfie attempts, suggesting that the pursuit of the perfect shot may compromise personal safety.
Tourists have long been associated with self-indulgence, from the 18th-century Grand Tour to contemporary backpacker communities. What sets the current era apart is the immediacy and global reach afforded by smartphones and social media. Tourists today can embark on their journeys with an eye on crafting the perfect selfie backdrop, sharing their experiences in real-time and responding to online interactions.
In conclusion, as Pomfret grapples with the consequences of unexpected tourist swarms, the incident sheds light on the evolving dynamics of travel in the social media age. From influencer tourism to the selfie tourist gaze, the landscape of travel is undergoing a transformation, presenting both challenges and opportunities for the future of responsible tourism.
