Navigating the Instagram Trap: What Place-Based Organizations Need to Know
In today’s visually driven world, the lure of "Instagram traps"—highly aestheticized spaces designed for social media appeal—is undeniable. From interactive museums to striking hotel lobbies with curated photo ops and over-the-top, picture-perfect dining experiences, these attractions have captivated a generation eager to collect and share unforgettable moments. But the question arises for destination marketing organizations (DMOs), economic development authorities (EDAs), chambers of commerce, and other place-based organizations: Does leaning into this trend enhance long-term success, or does it distract from a destination’s authentic appeal?
Instagram versus reality. Bored Panda
The Allure of the Instagram Trap
As highlighted in a recent Thrillist article, the appeal of Instagrammable destinations is rooted in their ability to create instant, shareable content. “The concept of an ‘Instagram trap’ first emerged in the art world in the early 2010s. Over the past decade, however, as social media subsumed culture, the phenomenon has spilled over into almost every kind of experience,” the article explains.
The “Instagram trap” concept aligns with broader trends shaping how travelers choose their destinations. Recent travel insight reports reveal valuable opportunities for place-based organizations and tourism marketing agencies while highlighting the challenges of navigating this visually driven travel landscape.
A State of the American Traveler Technology Trends 2024 report reveals that nearly half (47.8%) of travelers use social media as a trip-planning resource, with platforms like YouTube (28.6%), Facebook (25.9%), and Instagram (20.7%) leading the way. Instagram’s influence is particularly notable among younger travelers: 46% of Gen-Z and Millennials have been inspired to travel to a destination because of Instagram, compared to 31% overall, according to an American Express Travel 2023 Global Trends Report.
Travel inspiration sources by generation. Future Partners
The Double-Edged Sword of Social Media Appeal
Instagram traps thrive on novelty but often fall short on substance. While they may succeed in attracting foot traffic, their impact could be more superficial and short-lived. Visitors might show up for the perfect photo op but depart without forging a meaningful connection to the destination. A memorable example I witnessed involved a pair of influencers visiting Butler’s Orchard in Montgomery County, Maryland: they strolled in, picked an apple, snapped a few pictures, and then discarded the apple on the ground before leaving, embodying the transactional nature of these experiences.
As a destination marketing agency or place-based organization, it’s essential to balance the visual appeal of your destination with substance. Visitors who come only for a photo op are less likely to contribute meaningfully to your community’s economy or recommend the destination to others. Moreover, overselling experiences that don’t deliver can lead to disappointment, negative reviews, and reduced long-term loyalty.
Strategies for Destination Marketers
To balance Instagram-worthy appeal with authentic storytelling, consider these strategies:
Highlight Authentic Experiences: Rather than creating spaces solely for photo opportunities, prioritize amplifying the unique stories, landscapes, and culture that define your destination. Develop themed tourism trails that capture visual interest and encourage meaningful exploration. For example, during the Days of Incandescence festival in Corning, New York, Archibald’s Libations Crawl elevated the concept of a traditional pub crawl. At each of the 12 stops in Corning’s Gaffer District, costumed residents from the 1880s shared captivating stories, blending history with tastings from local wine, beer, and spirits producers. This immersive experience seamlessly connected the past and present, offering visitors a deeper connection to the destination while celebrating its cultural and culinary heritage. For me, participating in the pub crawl caused me to extend my planned overnight visit by another day because I wanted to discover more of what Corning had to offer.
Integrate Social Media Moments Naturally: Incorporate design elements that naturally encourage photography while staying true to your destination’s unique identity. Consider murals by local artists, scenic overlooks, or interactive installations that tell a compelling story about the place. Collaborate with local attractions to showcase artistic displays that seamlessly align your destination’s brand with the visitor experience. Iconic examples include Virginia’ Loveworks initative and West Virginia’s Almost Heaven swings, creatively blending visual appeal with a strong sense of place.
Loveworks sign in Front Royal, Virginia
Don’t Oversell the Destination: This recommendation resonates with me on a personal level. Over the years, I have experienced the disappointment of visiting an attraction that promised excitement but failed to deliver—sometimes overshadowing an entire trip. Honesty is crucial when marketing your destination or attraction. Overhyping experiences that don’t align with reality disappoints visitors and can backfire, with negative reviews and viral posts on Instagram tarnishing your brand’s reputation. Instead, focus on crafting authentic messaging that showcases the true appeal of what visitors can expect, creating realistic expectations and fostering lasting satisfaction.
Educate Visitors: Leverage Instagram as a gateway to deeper engagement by sharing posts and stories, encouraging followers to look beyond the photo and discover your destination’s hidden gems. Social media offers a valuable opportunity to educate visitors even when things don’t go as planned—such as a malfunctioning museum exhibit. Explain why the issue occurred, provide context about the broader mission of the attraction, and turn the moment into a chance to showcase transparency and authenticity. Addressing challenges head-on, rather than avoiding them out of fear of bad publicity, allows you to guide the narrative and build trust, preventing misinformation or negative assumptions from taking over.
Moving Beyond the Trap
As McKinsey & Company’s State of Tourism and Hospitality 2024 Report points out, travel has become a priority, even amid economic uncertainty. Spending has risen 6% in the past year—even when adjusted for inflation. Travelers value meaningful experiences and seek inspiration from friends and family, directly or on social media. Often, families are using social media to plan multi-generational trips. According to the 2025 Hilton Trends report, 37% of travelers often take vacations with their parents, and two in five invite extended family members.
For destination marketers, the challenge is clear: Instagram traps may drive initial interest, but authentic, immersive experiences create lasting memories—and repeat visitors. By focusing on storytelling, community engagement, and authenticity, DMOs, and tourism-focused organizations can attract travelers who don’t just want to capture your destination but truly connect with it.
Need Destination Marketing Solutions?
At High Five Tourism, I specialize in providing tailored marketing and tourism solutions for small and mighty destination organizations across the Mid-Atlantic and Midwest, including Maryland, Virginia, Pennsylvania, Michigan, Washington, D.C., and New York. Whether you’re looking to refine your social media strategy, develop authentic marketing campaigns, or measure your destination’s impact, my award-winning destination marketing agency expertise can help you achieve sustainable success.
What’s Your Take?
Have you integrated Instagram-worthy elements into your marketing strategies? How do you balance visual appeal with authentic storytelling? Share your thoughts with me on LinkedIn—I’d love to hear about your experiences navigating the Instagram trap.
