A study by Hint App shows 68 per cent of holidaymakers find destinations familiar before visiting due to extensive social media research.
The findings, reported by Euro News, reveal that 74 per cent of tourists research their destinations so thoroughly online that few genuine surprises remain when they arrive.
A further 64 per cent of travellers said they recognised key landmarks instantly purely because of their social media scrolling before the trip.
Constant video streams on platforms such as Instagram, TikTok and Facebook provide detailed information on holiday destinations, from key attractions to dining spots.
Social media impact on travel
Searching online for destinations such as Paris, the French capital, quickly yields recommendations for viral restaurants, quirky bars and major landmarks. While these posts offer useful travel information, experts note that over-consuming content creates a spoiler effect that removes the element of exploration.
Instagram, operated by Meta, and TikTok, owned by ByteDance, feature user-generated reels and short videos that show entire itineraries in detail. For many travellers, previewing destinations so extensively makes arrival feel like a repeat visit rather than a new discovery.
Alternative ways to explore
Travel experts suggest several practical steps to restore spontaneous discovery during trips. Turning to local residents rather than online accounts provides authentic recommendations for lesser-known spots that avoid heavy tourist crowds.
Visiting a local tourism office offers access to resident experts, regional maps and printed leaflets detailing nearby activities and transport links.
For travellers who prefer to prepare in advance screen-free, traditional print guidebooks remain a popular alternative. The Automobile Association produces pocket-sized guidebooks suitable for hand luggage, while publishers such as Lonely Planet and author Rick Steves offer comprehensive travel books.
Dining and mystery trips
Avoiding viral foodie hotspots and well-known commercial brands in favour of independent, local restaurants can also preserve the element of surprise. An unassuming hole-in-the-wall dining spot often provides a more memorable meal than places popularised on social feeds.
Wandering through a destination without a fixed itinerary allows visitors to discover hidden gems that have not yet featured on social media platforms.
For those seeking complete surprise, mystery travel companies such as Journee arrange trips where the final destination is kept secret. Travellers complete an initial survey and only learn where they are flying when they arrive at the airport, eliminating pre-trip social media spoilers entirely.
