New Zealand is done with your Instagram cliches | Condé Nast Traveller India


Ever scrolled through your Instagram feed, only to find an endless series of influencer travel pictures in places and poses that are all too familiar? Turns out, you’re not the only one. Tourism NZ is calling all influencers to give the cliched social media shots a break, and “share something new”. A hilarious new video, following the launch of its Do Something New campaign to boost domestic tourism, has comedian Tom Sainsbury discouraging people from travelling under social influence. 

In the video, Sainsbury acts as a lone ranger in the “social observation squad”, seeking out and reprimanding tourists for taking stereotypical Instagram pictures. Cheekily, he takes a dig at classic social media shots like “a man quietly contemplating on a rock” and “a hat-wearing woman in a lavender field”. In one scene, he encounters a couple posing on a mountain-top with their arms and legs splayed out. “Lower those arms, sir,” he commands on his loudspeaker. “I’ve seen all this before. We all have.” 

“We noticed that the same pictures or poses kept coming up, time and time again, no matter the location,” Bjoern Spreitzer, Tourism NZ domestic manager, told Stuff. “There are so many incredible things to do in New Zealand, beyond the social trends.” Instagram has spiked interest in certain scenic locations in NZ, like Lake Wanaka and Roy’s Peak, leading to complaints of overtourism. With the Do Something New campaign, travellers were encouraged to share more creative travel shots to get the chance to win a $500 domestic travel voucher. 

So, the next time you’re in NZ, maybe skip the lavender fields and discover some of the lesser-known destinations in the country.



Updated: January 28, 2021 — 6:37 am

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