In the last few years, the influence of social media has reached almost every corner of our lives, from the way we dress to the food we eat. Among all platforms, TikTok has emerged as a powerful tool that can make anything go viral within hours. From hidden cafés to breathtaking waterfalls, destinations that were once known only to locals or a handful of tourists can suddenly become world-famous thanks to short viral videos. While this can boost tourism revenue, it has also given rise to a serious global issue: overtourism.

What is Overtourism?

Overtourism refers to a situation where a destination receives far more visitors than it can handle. This creates pressure on infrastructure, harms the environment, disrupts local life, and often damages the very charm that made the place attractive in the first place. For instance, a small beach town designed for a few thousand residents cannot accommodate hundreds of thousands of annual visitors without facing negative consequences.

The TikTok Effect on Travel

Unlike traditional tourism marketing campaigns, TikTok trends spread organically. A single influencer, or even a regular traveler, can post a 30-second video showing a “hidden gem” — such as a remote waterfall in Mexico, a picturesque alley in Greece, or a rice field in Bali. Within days, the video can gain millions of views and inspire thousands of tourists to visit the same location.

TikTok’s younger audience is especially adventurous and eager to explore unique, “Instagrammable” spots. However, this rush often overwhelms local infrastructure. Public transportation, waste management, and small businesses cannot keep up with the sudden influx of tourists.

Mexico: A Case in Point

Mexico is among the countries most affected by TikTok-driven overtourism. While Cancun, Tulum, and Mexico City were already famous, TikTok has recently put lesser-known destinations under the spotlight. For example, natural reserves, cenotes (underground water caves), and small villages that once welcomed only local travelers are now facing massive crowds of international tourists.

Cenotes in the Yucatán Peninsula have become especially popular on TikTok. Videos showing crystal-clear water and adventurous cliff dives attract millions of views. But with more visitors come problems: water pollution from sunscreen and waste, erosion of cave structures, and conflicts with local communities trying to preserve their heritage.

Similarly, small towns in Oaxaca and Puebla have seen a rise in TikTok-inspired tourism. While locals benefit from increased income, they also struggle with skyrocketing rents, cultural dilution, and environmental challenges.

Other Countries Facing the Same Challenge

Mexico is not alone. Many countries worldwide are dealing with the same phenomenon.

• Iceland: A decade ago, Iceland was relatively quiet. But viral videos of its glaciers, volcanoes, and waterfalls have made it a must-see destination. Today, Iceland receives millions of tourists each year, putting stress on fragile ecosystems.
• Italy: Venice, already famous for its canals, faces even greater pressure as TikTok videos glamorize gondola rides and narrow streets. The city struggles with overcrowding, rising rents, and loss of local identity.
• Japan: Locations like Kyoto’s bamboo forest and Mount Fuji attract huge numbers of visitors thanks to viral videos. Tourists crowd small streets, disturb local life, and sometimes break cultural etiquette in pursuit of the perfect video.
• Bali, Indonesia: Perhaps the best example of social media-driven tourism, Bali’s temples, beaches, and rice fields appear daily in TikTok travel videos. Unfortunately, overtourism has caused pollution, water shortages, and damage to sacred sites.

The Double-Edged Sword of Social Media

It is important to note that TikTok-driven tourism is not entirely negative. Many destinations rely on tourism revenue, and small businesses often benefit from increased exposure. A hidden café in Mexico City or a family-run guesthouse in Bali can thrive thanks to viral videos.

However, without proper planning, overtourism can destroy local culture, harm the environment, and reduce the quality of experience for both tourists and residents. What starts as a “hidden gem” often loses its charm once it becomes overcrowded.

Finding Solutions

Governments, local communities, and even social media platforms need to address the challenges of overtourism. Some possible solutions include:

1. Tourist Caps: Limiting the number of daily visitors to fragile sites, such as cenotes in Mexico or temples in Bali.
2. Education Campaigns: Encouraging responsible tourism by informing travelers about respecting local traditions and reducing waste.
3. Alternative Destinations: Promoting lesser-known areas to distribute the flow of tourists more evenly.
4. Collaboration with Influencers: Working with TikTok creators to spread awareness about sustainable practices instead of just focusing on “viral spots.”
5. Tourist Taxes: Introducing fees that can be reinvested into local infrastructure and conservation efforts.