Your destination made a best places to travel list in 2026. Now what? A 48-hour readiness check for DMOs, chambers, and operators before the visitors arrive.
It reminds me of a comment Anthony Bourdain made after stating, a few years in, that he'd found his favorite bar in Tokyo. He wouldn't name it. He basically said, Been there, done that, and now I'm persona non grata. Can't even get an Asahi. Good post, Kay, to get info to those in hospitality before the boom hits their town, if it does.
It's nice to be recognised but as you so rightly point out it can turn into a nightmare.
I also hadn't thought about the problems Tiktok and its influencers can cause.
I would imagine a quality magazine might be amenable to showing an article before publication but an influencer definitely won't.
Somehow the public needs to driven from the main towns and cities or ones made famous through recognition and into less well known places where the vibe is just as good but without the crowds.
And as travel and tourism expanded the problems are only going to get worse.
It is scary. Recognition feels good at first. Then the volume hits.
You’re right about the difference between traditional media and influencers. A magazine has editors and lead time. There is at least a chance for context. A viral TikTok has speed and scale. It lands without warning and demand follows immediately.
Dispersing visitors is part of the answer. But that only works when places actively shape expectations before attention arrives.
And yes, as travel continues to grow, this tension increases. Visibility is not slowing down. The question is whether destinations build readiness before the spotlight turns on.
It reminds me of a comment Anthony Bourdain made after stating, a few years in, that he'd found his favorite bar in Tokyo. He wouldn't name it. He basically said, Been there, done that, and now I'm persona non grata. Can't even get an Asahi. Good post, Kay, to get info to those in hospitality before the boom hits their town, if it does.
Thanks Jeanine, I always appreciate your insights!
This is scary.
It's nice to be recognised but as you so rightly point out it can turn into a nightmare.
I also hadn't thought about the problems Tiktok and its influencers can cause.
I would imagine a quality magazine might be amenable to showing an article before publication but an influencer definitely won't.
Somehow the public needs to driven from the main towns and cities or ones made famous through recognition and into less well known places where the vibe is just as good but without the crowds.
And as travel and tourism expanded the problems are only going to get worse.
It is scary. Recognition feels good at first. Then the volume hits.
You’re right about the difference between traditional media and influencers. A magazine has editors and lead time. There is at least a chance for context. A viral TikTok has speed and scale. It lands without warning and demand follows immediately.
Dispersing visitors is part of the answer. But that only works when places actively shape expectations before attention arrives.
And yes, as travel continues to grow, this tension increases. Visibility is not slowing down. The question is whether destinations build readiness before the spotlight turns on.
I appreciate you raising this.