Social media influencers and tourism sustainability: the good, the irritating, and the desperate

This chapter invites the reader to consider how tourism influencers can contribute to the conceptualisation of critical positive social messages and sustainability. To this end, this chapter explores the current trends in social media influencing and the effect of travel influencers on their followers, the destinations and attractions, and the possible impact on the sustainability of tourism in general. In the process, we explore the world of travel influencers who command exorbitant fees per post and the strategies they use to communicate authenticity. This is only one side of the coin that shines with exotic scenery, glamorous posts, and endorsements. However, there is another less opulent side to this travel-log universe. It sees Instagrammers struggling to fund their travels and the choices they sometimes make, push the limits of what travel is and what it means.