Instagram tourism or selfie tourism is the phenomenon by which an area sees an increase in tourism, often to the point of overtourism, due to exposure on social media and the resulting desire created in others to recreate the images they've seen on Instagram or TikTok. Studies in 2018 and 2023 found that social media exposure affected tourism and connected it to the sociological concept of conspicuous consumption.
Instagram tourism is often seen in areas which lend themselves to the taking of selfies with a background of picturesque natural beauty or vibrant city scenes. It has been characterized as a superficial consumption of rather than sincere interest in a place, and those engaging in it characterized as "people coming to get a photo of the photos they've seen".
