Instagram Sparks Interest in New Destinations

Tourism in Japan is booming, and an increasing number of visitors are turning to Instagram rather than guidebooks for ideas on where to travel, especially for lesser-frequented destinations. Tourists of all ages flooded Instagram with photos of the mountains in Nagato after CNN profiled the town as one of the most beautiful places in Japan, leading to more than 1 million visitors in 2017—a 36-fold increase in three years. “Instagram is different from other social media because users are the ones taking the initiative to post and spread pictures,” said Kazukiyo Yonemura of marketing firm Full Speed, Inc. People are turning to the platform to decide what to eat, what to wear and where to travel. (Skift, 8.5.18)