From discovery page to destination

Some travelers choose tours and activities based on the opportunity to get good photos, which may cause traffic jams or tourist bottlenecks when done in inopportune places. While many of these photos may land on social media and can appear to have been taken for status or the recognition of having visited a special place, travelers are not motivated by social media presence alone. In most markets, travelers ages 55+, who use social media infrequently, show similar likelihood to their younger counterparts for choosing in-destination activities for the sake of taking photos. The desire to capture a moment - and all the attendant issues that causes - need to be addressed, apart from simply discouraging people to produce less social media content.

While travelers may not be going to places just because they're famous, the fame card can determine what lands in their consideration set. Travelers aren't necessarily aware of alternative destinations, especially if information on them is hard to find. From that perspective, encouraging dispersal is not necessarily a challenge of overcoming a quest for status or visiting famous places, but a battle of pushing awareness and reducing barriers to finding equal-value alternatives that satisfy both sustainability and travel needs. For dispersal across tours, activities or attractions, there's an opportunity to show how alternative tours, activities or sites could cater to traveler interest and satisfy their trip goals, instead of following a generic checklist of things to see and do.