In the age of social media, the way we travel is changing rapidly, with platforms like TikTok playing a pivotal role in influencing tourism trends. Once relatively unknown locations are becoming viral sensations overnight, bringing with them a wave of visitors that local authorities are often unprepared to manage, and several places in the Canary Islands are currently grappling with the consequences of this trend.
One of the earliest indicators of this phenomenon was in Lanzarote with the case of the iconic leaning palm tree in Testeina, Masdache. Once a tranquil and undisturbed natural landmark, the palm tree became a viral sensation on TikTok, drawing droves of tourists eager for a photo opportunity. The increased foot traffic and subsequent vandalism led to the tree being cut down after suffering significant damage.
The latest hotspot to emerge from this trend is Las Grietas, a rugged area located along the road between San Bartolomé and Tías. The sudden influx of visitors to this previously obscure location has caused several problems.
The emergency services have been called multiple times to rescue hikers who have suffered falls in the area. Additionally, the surge in tourists parking along the roadside has prompted local authorities to intervene, ensuring that vehicles do not obstruct traffic.
The situation at Las Grietas reached a peak when a visitor's inappropriate behaviour, which was captured and shared on TikTok, sparked outrage. The video, showing a female tourist relieving herself in the area, exemplifies the lack of respect and understanding that can accompany such viral attention.
In response, the mayor of Tías, José Juan Cruz, announced plans earlier this year to commission a safety study of the site. The local government has already posted warning signs advising of the dangers in the area, with further action pending the study's results.
In Tenerife the coastal town of Boca Cangrejo in Candelaria has been swamped with visitors since people posted videos of the floral decoration and painting adorning the houses and walkways. However, tragedy struck earlier this year when two people drowned in the picturesque bay due to the strong under currents in the sea.
The phenomenon of destinations becoming "famous overnight" due to social media has been studied extensively, with significant implications for local communities and environments.
Research published in Elsevier, titled "The TikTok Effect on Destination Development: Famous Overnight, Now What?", highlights the rapid spread of information through platforms like TikTok, which can catch local authorities off guard.
Destinations that suddenly find themselves in the spotlight often lack the necessary infrastructure to cope with the surge in visitors, leading to overcrowding, frustration for locals and visitors, and environmental degradation.
A similar case in China highlights the global nature of this issue. A viral TikTok video showcasing the stunning sunrise and sea of clouds at Jianfengling, the highest peak in Hainan Island's Rainforest National Park, led to a massive influx of tourists.
The local authorities, initially unprepared, struggled to manage the rapid increase in visitors, resulting in traffic congestion and environmental strain. This mirrors the challenges faced by the Canary Islands, where popular spots like El Charco Verde and the Volcán de El Cuervo in Lanzarote, or Teide National Park or El Puertito in Tenerife are similarly overwhelmed by tourists.
The study suggests that authorities should implement strategies such as scheduled transportation systems and regulated ticket sales to manage visitor numbers in sensitive areas, as has happened in the Masca Valley in Tenerife just recently.
It also emphasises the importance of collaboration between local governments, NGOs, the hospitality industry, and residents to address these challenges effectively.
The goal should be to balance the economic benefits of increased tourism with the need to preserve the natural and cultural heritage of these destinations.
