By Dr Zaman Eddie Tongper
The rise of social media has transformed the way people experience destinations. Today, a person living thousands of kilometers away can learn about Meghalaya through YouTube videos, Instagram reels and travel vlogs. As someone who teaches, researches and studies tourism, I often spend my free time watching such content. Many travel content creators produce informative and thoughtful work that helps viewers appreciate places they may never have the opportunity to visit. For that, they truly deserve recognition.
However, the growing influence of travel content creators has also raised an important concern, the spread of misinformation about destinations and communities.
In recent years, travel influencers have become some of the most powerful storytellers in tourism. Their videos often receive millions of views and shape public perceptions more effectively than official tourism campaigns. Yet many influencers, whether domestic or foreign, frequently present themselves as authorities on places they have only briefly visited. They speak confidently about local history, culture, traditions, food habits, livelihoods and social practices without adequate knowledge or research.
As a resident of Meghalaya, I hesitate to comment on destinations I do not know well. Yet it is common to find visitors spending a few days in the state and then presenting themselves as experts on its people and culture. In some cases, even celebrities contribute to this problem by repeating inaccurate information to large audiences.
The consequences should not be underestimated. Many viewers will never visit Meghalaya in person. Their understanding of the state may be shaped entirely by what they see online. When incorrect information is repeated often enough, it can gradually become accepted as truth. This is particularly concerning in places such as Meghalaya, where cultures, traditions and histories are diverse, complex and deeply rooted in local communities.
The problem extends beyond factual inaccuracies. Another issue is the increasing tendency of influencers to publicly reveal little-known locations. While such places are often beautiful and deserving of appreciation, not all communities are prepared for tourism. Social media has made it possible for destinations to become popular almost overnight. Once a location goes viral, visitors can easily find it without the support of local guides or organized tourism systems.
When tourism arrives before communities are ready, the results can be damaging. Increased visitor numbers may place pressure on local resources, generate waste, disturb everyday life and harm fragile natural environments. Residents who have little understanding of tourism planning or visitor management are often left to deal with the consequences. In such situations, exposure becomes a burden rather than a benefit.
This raises an important question, should every beautiful place be promoted online simply because it exists?
The answer, in many cases, is no. Responsible tourism requires balancing promotion with protection. There are places where controlled and gradual tourism development may be more appropriate than sudden mass exposure through social media. Popularity should not come at the cost of environmental sustainability or community well-being.
Addressing these challenges requires action from several stakeholders.
First, travel influencers should recognise their responsibility as public communicators. Before discussing history, culture, or social practices, they should consult credible sources and engage with local experts. Good storytelling should be built on accurate information rather than assumptions.
Second, greater space should be given to local voices. Community members, local guides, researchers and cultural practitioners possess knowledge that outside visitors often lack. Including these perspectives can improve both the quality and credibility of travel content.
Third, tourism departments, educational institutions and researchers should actively provide accessible and reliable information about destinations. Accurate knowledge should not remain confined to academic publications. It must be available to the wider public, including content creators.
Finally, ethical guidelines for destination promotion deserve greater attention. Influencers should carefully consider whether publicizing a location may create pressures that local communities are unprepared to manage. Sometimes the most responsible decision is not to disclose a place’s exact location.
Tourism has always depended on storytelling. What has changed is the speed and scale at which stories now travel. A single video can reach millions of people and influence how an entire destination is perceived. For this reason, accuracy matters. Context matters. Responsibility matters.
Travel influencers have become important actors in modern tourism. Their work can educate, inspire and encourage travel. But influence should be accompanied by accountability. Destinations are living places with histories, cultures and communities that deserve to be represented fairly and protected thoughtfully.
