“Euro Summer:” Social Media’s Effect on Our Perceptions of Travel
Is your TikTok feed influencing your travel habits?
By Kiera Dunlevy
It’s no secret that social media platforms like TikTok have altered the way Gen Z views and learns about the world, not to mention the role they play in determining the path of accelerating trend cycles. Unfortunately, not even travel is safe from TikTok’s trend-setting grip.
A recent TikTok/travel phenomenon that has gained popularity over the past year is the idea of “Euro Summer.” This is essentially the platforming of idyllic European summer getaways by casual posters and influencers alike.
If I begin typing the phrase “euro” into my TikTok search bar, “European summer outfit” is the first suggestion that comes up — over 92,500 videos populate the hashtag #eurosummer.
While seemingly harmless, the endless flow of content tokening this trending phrase can become overwhelming for impressionable viewers who frequently compare their own lifestyle to that of the strangers living within their bottomless TikTok feeds. Although, in reality, most people don’t have the time or resources to regularly take extensive trips to another continent, social media can sometimes create the illusion that you’re the only one without exciting summer plans. On top of this, the trend over-romanticizes the idea of travel and has started to bug locals.
While I’m a big proponent of traveling (I wouldn’t be writing this if I wasn’t), anytime something becomes a social media trend, people tend to indulge in it without fully thinking the decision over. We live in an age of micro-trends. Just like the overconsumption of clothing or cosmetics poses a broad array of consequences, traveling out of a desire to stay on trend makes it easy to lose sight of the deeper rewards that travel has to offer, such as experiencing a new culture or challenging yourself to try new things.
Don’t get me wrong — platforms like TikTok aren’t all evil. Despite the conversations surrounding TikTok’s concerning addictive algorithms and the mental health issues associated with social media usage as a whole, it can actually be a helpful tool when planning your next trip. You can find entire accounts dedicated to pinpointing underrated destinations and unconventional attractions around the world.
With that being said, when it comes to consuming travel-related social media content, consciousness is key.
As cliché as it may sound, it is imperative to remember that social media is a highlight reel. No matter your plans for this summer, don’t let those carefully curated, oversaturated travel montages and photo dumps circulating your feed consume the season.