Are “travel aesthetics” ruining the experience for everyone?

Nowadays, the quest for the perfect Instagram or TikTok shot seems more important than the journey itself – welcome to the era of ‘aesthetic’ travel where memories take a backseat to a visually appealing grid. 

The online trend of travel aesthetics is hugely popular, with hashtags like #travelaesthetic and #londonaesthetic having over 66 million and 40-90 million views, respectively.

The trend is becoming increasingly popular, particularly among Gen Z, who view culture as an aesthetic to be enjoyed visually and shared on social media. However, this mentality can lead to disappointment and even distress over money and time, as travelers may become disillusioned with the reality of a place if they are only seeking a specific aesthetic. 

What exactly is travel aesthetic? 

The travel aesthetic portrayed on social media is a fantasy world and a collage of carefully curated content that portrays a city or country’s visual appeal. The OG forms of media like TV, movies, magazines, and travel guides have influenced our travel decisions over the years, and now social media has amplified it. 

A typical travel aesthetic post usually includes charming streets, panoramic views, iconic landmarks, and nature’s beauty, often with a filter over it. People are mostly excluded from the pic or video, except for the main character of the account that the content is being posted to. 

Which travel destinations fit the bill for aesthetic travel?

Whether or not you know of the term, you can definitely recognize it. Think of destinations like Japan’s cherry blossom-lined streets, the bustling Shibuya Street Crossing in Tokyo, or the white-washed buildings in Santorini, Greece. Of course, we can’t forget the cobblestone Parisian streets perfect for a photo underneath the Eiffel Tower. 

Social media is increasingly driving more travelers to visit these destinations, only for them to take a quick pic, crowd landmarks, and disrupt the enjoyment of locals and travelers who come to these cities to learn and soak up the culture.

If the travel aesthetic trend is not your cup of tea, you might want to consider exploring cheaper and lesser-known travel destinations. Opting for offbeat locations not only saves you money, but also allows you to have a unique and authentic travel experience without the crowds and clout-chasers.