With hyperbolic and often sensational headlines written in all caps, travel influencers struggle to capture our attention on social media platforms – the more enticing the destination, the better. As a result, Instagram, YouTube, TikTok and similar platforms are increasingly filled with travel videos from countries that are far from traditional tourist destinations. With titles like “The worst country on Earth,” “Travel in the world’s most dangerous country,” dozens of content creators describe trips to Taliban-controlled Afghanistan, ignoring all official travel warnings.
Zoe Stephens has traveled to Taliban-controlled Afghanistan several times, most recently for several months. On her YouTube channel Zoe Discovers, Instagram and other platforms, the young woman from Liverpool has published dozens of videos about her travels there, including a multi-part series about the status of women in the country. Of the six content creators we contacted, Stephens was the only one willing to speak publicly on the topic. She claims to present a more nuanced picture than other content creators, who typically spend only a few days in Afghanistan. “That’s why I have so few followers compared to other people,” she says. “I refuse to sensationalize things.”
Posing with heavily armed Taliban fighters
Some other influencers posted videos of themselves talking and posing for photos with heavily armed members of the Taliban, saying, “They are all very nice.” Next, check out some Instagram-worthy must-sees before they cross the country off their globetrotting bucket list.
As a result, the comment sections of his social media posts are filled with scathing criticism. Many accuse him of indirectly supporting the Taliban regime, which has announced its intention to promote tourism in Afghanistan. One person writes on YouTube, “You should not publicly recommend travel to Afghanistan. Trying to make this inhospitable country attractive to viewers is ethically questionable.”
Claudia Paganini, a philosopher at the University of Innsbruck in Austria, agrees. She has spent years researching media ethics and also follows travel content on social media. She explains that influencers are primarily interested in the aesthetics of a destination – that is, how it looks – which can be problematic when the country has a dictatorial regime that regularly violates human rights. “Many problems cannot be easily represented in social media videos,” says Paganini. Videos often lack context, making it difficult for users to accurately assess the situation. In the case of Afghanistan, this may result in an underestimation of poor human rights conditions. Nevertheless, she acknowledges that the range of travel content on offer is broad: “This criticism applies more to some videos, and less to others.”
High quality social media content
While travel journalists generally have a code of conduct, there are no guidelines for content creators and influencers. Paganini has proposed the introduction of a type of quality seal for high-quality social media posts. Yet social media platforms have no interest in strict regulation. “These are not NGOs working for some higher collective good. Attention on social media is the biggest currency,” she says. Everything revolves around clicks, likes and follows.
“Travel content on social media is usually based on a sensationalist concept – that’s the only thing that gets you visibility there,” says blogger Johannes Claus, who founded the platform Reisdepachen for travel writers. Klaus is also campaigning for a code of conduct for bloggers. This will, among other things, ensure the journalistic independence of the writers. Still, he does not believe the same voluntary commitment can emerge from content creators and the influencer landscape. He says, “There, it’s about entertainment. It has nothing to do with journalism.” Balanced or in-depth travel reports, which can also be found on social media, are rarely rewarded by the platform’s algorithms.
You can’t do it without self-censorship
While some Taliban-related clips receive millions of views, Stephens’ videos do not reach the same number of viewers. Nevertheless, she continues to try to provide factual reporting, although she admits that this is not easy in a country like Afghanistan. Since she also works as a tour guide there, she admits to applying a certain amount of self-censorship: “To continue the work I do, which I believe has a positive impact, I have to be careful about what I say and how I say it, lest I be banned from returning.” Nevertheless, she believes that not every aspect of life in Afghanistan should be politicized.
After all, a nation is built by its food, culture, history and also the people who live there. “My goal is to show a different side of the country.”
This article was translated from German.