Does “Picture Perfect” backfire on social media?

New research shows “perfect” social media posts can stress travelers out and cause social media-induced travel anxiety. 

Huang et al.  (2025) examine how curated posts, perfect imagery, and amounts of travel content that are overwhelming can reduce people’s desire to visit a destination. Instead of motivating, these posts can make travelers worry that their own trip won’t measure up to the perfection marketed on social media. The effect is strongest for people that are more prone to social comparison.

Even travelers who want to go somewhere will second-guess their plans if they feel the experience won’t live up to what they see online. When social media makes travel look too perfect, it risks turning potential visitors away.

For destinations that rely heavily on digital visibility this information is paramount. It means that perfectly polished content isn’t always better.

For practitioners, the lesson is:

• Balance perfection with reality. It is important to show authentic, attainable experiences.
• Highlight a range of travel styles, not just luxury or picture-perfect moments.
• Use messaging that reassures visitors that travel can be personal, flexible, and low-pressure.
• Encourage authentic user-generated content to make experiences feel accessible.

The research underscores that social media can cut both ways. Destinations must design content strategies that build excitement without creating anxiety. The goal is making travel feel inviting, not intimidating.

The study can be found here.

Huang, Y., Qian, L., & Tu, H. (2025). When social media exposure backfires on travel: The role of social media–induced travel anxiety. Tourism Management, 110, 105163. https://doi.org/10.1016/j.tourman.2025.105163