Humans are awful sometimes. Sorry, but it’s true.  We are given all manner of nice things by our planet—picturesque canyons, fields ablaze with wildflowers, pristine sandy beaches—and instead of looking after them, we stampede them in a mad rush to get as many Instagram likes as possible. Must we do this? It appears we must.  In the age of social media, it has become an all-too-familiar cycle: A nice place is discovered by the world (via a celebrity visit or a magazine spread, for example). It is transformed into a tourist destination. Then it is overrun by tourist hordes, and is either ruined forever or, to prevent that fate, is closed down for rehabilitation. This cycle has become stunningly short. All it takes is a trending hashtag or a pastel backdrop.  Stay up-to-date with Quartzy on Facebook Follow us Thanks for supporting our journalism! You’ve hit your monthly article limit. Become a member to help build the future of Quartz. Get unlimited access to Quartz on all devices. Unlock member-exclusive coverage, CEO interviews, member-only events, conference calls with our editors, and more.
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Humans are awful sometimes. Sorry, but it’s true. We are given all manner of nice things by our planet—picturesque canyons, fields ablaze with wildflowers, pristine sandy beaches—and instead of looking after them, we stampede them in a mad rush to get as many Instagram likes as possible. Must we do this? It appears we must. In the age of social media, it has become an all-too-familiar cycle: A nice place is discovered by the world (via a celebrity visit or a magazine spread, for example). It is transformed into a tourist destination. Then it is overrun by tourist hordes, and is either ruined forever or, to prevent that fate, is closed down for rehabilitation. This cycle has become stunningly short. All it takes is a trending hashtag or a pastel backdrop. Stay up-to-date with Quartzy on Facebook Follow us Thanks for supporting our journalism! You’ve hit your monthly article limit. Become a member to help build the future of Quartz. Get unlimited access to Quartz on all devices. Unlock member-exclusive coverage, CEO interviews, member-only events, conference calls with our editors, and more.

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