Part of what we do here at Explorer is provide firsthand experiences from our editorial staff and contributors in order to help you make informed recommendations.
For example, in this issue’s cover story, “Tropic Thunder," Senior Editor Michelle Juergen has researched some of the best tropical destinations that your clients might not already know. While we pride ourselves on reporting about emerging and wild locales so that you can look like a trendsetter to your clients, we would never knowingly put a delicate ecosystem at risk. That’s why most of our stories feature a responsible third party that manages the visitor experience with an emphasis on sustainability.
In other words, we’re not finding the world’s most remote eye candy in hopes that our photos go viral and inspire legions of do-it-yourselfers to recreate the same image.
Does that example sound a little too on the nose? Indeed, in the last year or so, some destinations have begun asking visitors — specifically Instagrammers — to think twice before identifying the location of their photos. I first saw this in action while perusing the Instagram account for Aspen Chamber Resort Association (ACRA).
As I scrolled through the @aspenco feed, I noticed that spots with supportive infrastructure — ranging from city businesses to the world-famous Maroon Bells — were still geotagged. What I didn’t see were identifications for photos depicting backcountry skiing or trails.
Instead, those were labeled with the generic tag for “Aspen, Colorado,” or the directive “ Tag Responsibly, Take the Aspen Pledge.” Part of ACRA’s new “Tag Responsibly” campaign, the geotag is meant to be applied to lesser-known nature and wildlife locales that are more vulnerable to overcrowding. Inspired by rules set out by The Leave No Trace Center for Outdoor Ethics, Wyoming’s Jackson Hole Travel & Tourism Board initiated something similar last November via its “Tag Responsibly, Keep Jackson Hole Wild” geotag.
Many of us might not believe our influence extends far beyond our friends, but we must acknowledge social media’s potential to amplify our messages. Considering how we tag our Instagram posts is just one small solution — and perhaps being a little more vague on social media will inspire your clients to reach out to you directly.
We know that being both a trusted source for destination recommendations and an advocate for protecting wild ecosystems is a delicate balance, but we’re here to walk (or hike) that fine line with you.
