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In today’s world, travel begins long before takeoff — it starts with a scroll. Instagram has transformed how we dream, plan, and choose our next destination. More than pictures, it’s about emotions, authenticity, and the stories we collect along the way.

Tourism drives growth and cultural exchange, but unmanaged it creates strain and inequality. The WTTC report outlines six pillars to tackle overtourism—governance, planning, data, vigilance, smart investment, and community empowerment. The goal: destinations that are sustainable, resilient, and truly benefit residents and travelers alike.