Ten years ago, travel planning started with guidebooks, forums, or advice from travel agents. Tourist routes were relatively stable: famous capitals, iconic landmarks, and well-established resorts. Today, that system no longer works the same way.
By 2026, choosing a destination increasingly begins not with a search engine, but with scrolling through social media feeds. Instagram and TikTok have become visual maps of the world, where algorithms suggest not only what to see, but where to go. A single viral video or photo series can turn an obscure beach, café, or mountain trail into an international hotspot within weeks. Social media doesn’t just inspire travel — it actively reshapes the global tourism map.
At the same time, travelers are becoming critically dependent on constant connectivity. Navigation to viral locations, online translation tools, booking through apps, and filming stories at iconic spots all require stable internet — something that next-generation eSIM providers like Yesim make possible.
Influencers as the New Generation of Travel Guides
Today, travel influencers have effectively replaced traditional guidebooks and travel media. Their main asset is audience trust and a strong sense of presence: followers don’t just read about a place, they experience it through someone else’s lens—and feel inspired to recreate that journey themselves.
The scale of this influence is clearly illustrated by the example of Horseshoe Bend in Arizona. Before its rise on Instagram, the viewpoint attracted only a few thousand visitors per year. After going viral on social media, annual attendance grew to more than two million people.
TikTok has amplified this effect even further: a video showcasing a local festival, an unusual tradition, or a little-known route can gain millions of views in just a few days. As a result, travel trends now emerge and fade at lightning speed.
Visual content is far more powerful than any written description: social media algorithms pick up popular posts and show them to millions of users, creating new tourist flows that are often unpredictable for local authorities.
Viral TikTok videos by blogger Rita De Crescenzo turned the modest ski resort in Roccaraso, southern Italy, into a major attraction, drawing tens of thousands of visitors daily. The lavender fields of the tiny Spanish town Brihuega became unexpectedly famous after a few Instagram posts — now so many people come to take photos that local residents have to manage the visitor flow.
Photos of the small cove Caló des Moro on the island of Mallorca became so popular on Instagram that local authorities urged media and bloggers not to mention the location in order to reduce pressure on the fragile ecosystem. Meanwhile, viral Instagram videos showing the mass release of baby turtles into the ocean have turned Velas Beach in India into a notable eco-tourism destination.
Travel in the Digital Age
One of social media’s key effects is the democratization of destination choice. In the past, a place could only become popular if it appeared in guidebooks or official rankings. Today, audience attention alone is enough. Small towns and regions have a chance to make themselves known without large marketing budgets, while travelers feel like pioneers rather than participants in mass tourism.
However, there is a downside. Algorithms don’t account for infrastructure, environmental impact, or the readiness of local communities to handle an influx of visitors. A location can become a must-visit faster than it can adapt to new conditions.
Trips along routes shaped by social media often lead to places with limited infrastructure. These can be remote regions, small towns, or natural areas without the usual tourist services.
In such conditions, a smartphone becomes the traveler’s essential tool. Navigation, translations, bookings, payments, staying in touch with home, and sharing content—all rely on stable internet, which forms the backbone of the travel experience. Losing connectivity doesn’t just cause inconvenience; it poses real risks, from navigation problems to the inability to contact services or travel companions.
The method of connectivity matters. Traditional ways of staying connected abroad are often inconvenient and expensive. Standard international data roaming rates from U.S. carriers like AT&T, Verizon, and T-Mobile can cost $2–10 per megabyte — just checking a map a few times can add up quickly. Buying local SIM cards comes with language barriers, finding stores, and varying requirements in different countries. Relying solely on Wi-Fi is unsafe, inconvenient, and limits mobility.
That’s why more travelers are switching to eSIM as a more flexible solution. The ability to connect in advance and be online immediately upon arrival is especially important when traveling through multiple countries or off-the-beaten-path locations.
eSIM for Travel, Reimagined
With the rise of “Instagram-driven” routes, eSIM has become a practical tool for convenience. Services like Yesim make using the technology as simple as possible. Setup begins at home, before departure: you download the Yesim app, select a plan for the desired country or region, and the eSIM profile is installed remotely.
A key advantage is automatic switching between carriers in areas with poor coverage. Yesim has over 800 partners worldwide, so the app automatically selects the best network in any location. There’s no need to worry about technical details — the technology works seamlessly in the background.
For travelers visiting multiple countries, convenient global plans are available: the Global Package covers 80+ countries, while the Global Plus Package covers 140+ countries. For example, with the first plan, you can get a week of unlimited data for $40.80 or a 10 GB package for 30 days at $34.80. The Pay & Fly plan works on a pay-as-you-go model: a single eSIM for the whole world, where you only pay for what you use. After your trip, there are no unexpected bills.
For cautious travelers, Yesim offers a trial package for just $0.60, allowing you to test connectivity before your trip without risk. There’s also a hotspot feature to share internet with family or travel companions. New users can use the promo code GETYESIM15 to get 15% off their first order.
How to Travel Mindfully in the Age of Social Media
Viral posts are exciting, but it’s important to diversify your sources of inspiration. Don’t rely on a single video: read multiple reviews, learn about overtourism issues at your chosen destination, and explore alternative nearby spots. Follow bloggers who highlight not only the beauty of locations but also their vulnerabilities.
Timing and location matter too. Visiting popular sites during the off-season helps avoid crowds and supports local businesses during quieter periods. Spain, for example, uses smart monitoring to track the occupancy of tourist attractions. Some countries run campaigns to redistribute tourists — like the Unexpected Italy project, which introduces travelers to family-run wineries, farms, artisans, and local restaurants, offering an authentic experience away from the main tourist paths.
Traveler ethics start with small actions: don’t post geotags of vulnerable locations if you notice the site can’t handle the visitor flow. Follow the Countryside Code, respect local communities and their traditions, support local businesses instead of chains, and always pick up your trash — and, when possible, help with others’.When a single video can bring a traveler to a place they didn’t even know existed, technology — from social media algorithms to Yesim eSIM — becomes key to comfort, safety, and freedom of movement in the new era of travel. The most important thing is to use these tools wisely, caring not only about your own experiences but also about the places you visit.
