The CEO continued: "This is driving travellers, particularly Millennials and Gen X’ers and even some discerning Gen Z’ers, to actively avoid destinations that influencers are sending viral all over these platforms.
Emerging 'anti influencer' trend sees travellers avoid ‘Instagram island’ Influencers usually have a big part to play in where travelers choose to holiday too, and, therefore, unfortunately, overtourism; now a growing trend dubbed 'anti influencer' is on the rise.
The rise in holidaymakers being interested in visiting lesser-known destinations that have not gone viral on social media is a trend noted by Expedia and dubbed 'detour destinations'.
According to Jan Luescher, CEO of social network ASMALLWORLD, travellers are beginning to shun the recommendations of influencers in a bid to avoid overly busy, well trod places.
However, anti-influencers have notably moved away from the Amalfi Coast, favouring Puglia instead; traded Madeira for the Azores; and chosen Slovenia over Croatia" said Jan. "This movement reflects a desire for authenticity, with travellers increasingly seeking genuine experiences and turning to trusted sources to find them.
