Sustainable tourism on Instagram: insights from Hispanic centennials

Authors

  • Reinaldo Miranda de Sá Teles Doctorate in Tourism and Leisure, Professor, Escola de Comunicações e Artes, Universidade de São Paulo, São Paulo, Brasil
  • Edgar Romario Aranibar Ramos Bachelor of Arts in International Relations, Master’s Student in Tourism, Academic Visitor, Faculty of Science, Department of Earth & Atmospheric Sciences, University of Alberta, Edmonton, Canada
  • Miguel Angel Demetrio Olarte Pacco Bachelor of Arts in Business Management, Researcher, Faculty of Administration, Universidad Nacional de San Agustín de Arequipa, Arequipa, Peru

DOI:

https://doi.org/10.18472/SustDeb.v16n2.2025.56791

Keywords:

SDG 12.2 - Responsible Consumption and Production, Instagram, Content analysis, Digital narratives, Spanish-speaking users

Abstract

This study examines sustainable tourism representation on Instagram through #turismosostenible and #turismosustentable, focusing on Spanish-speaking users and posts from 2023. Content analysis reveals a strong emphasis on environmental conservation and sustainable practices, predominantly showcased through natural landscapes and informational content. User-generated content, especially personal photos, dominates the narrative, highlighting the role of grassroots storytelling. However, cultural heritage, community engagement, and certified destinations are notably underrepresented, signalling opportunities to diversify sustainability narratives. Rural and peak-season tourism are the most prominent, while off-peak travel and urban green spaces receive less attention. The limited participation of official tourism boards and non-governmental organisations suggests the need for more robust institutional involvement. This research provides insights into leveraging social media to promote inclusive and impactful sustainability communication, offering practical recommendations to enhance digital strategies.

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Author Biographies

Reinaldo Miranda de Sá Teles, Doctorate in Tourism and Leisure, Professor, Escola de Comunicações e Artes, Universidade de São Paulo, São Paulo, Brasil

Reinaldo Miranda de Sá Teles is Full Professor at the School of Communications and Arts at the University of São Paulo (USP), and a faculty member of the Graduate Program in Humanities, Rights and Other Legitimacies (DIVERSITAS, FFLCH/USP). His research focuses on constructing a Black-Brazilian cosmology through the concepts of land and territory. He holds a PhD in Tourism and Leisure and a Master’s in Communication Sciences, both from USP, where he also earned bachelor's degrees in Geography and Geography Education. He has additional training in psychoanalysis and screenwriting, aiming to rethink teaching practices by incorporating fictionalization as a method of knowledge production. He has lectured on environmental issues in Brazilian and international universities. His academic interests include Geography, the African Diaspora, Community-Based Tourism, International Relations, Environment, and Leisure.

Edgar Romario Aranibar Ramos, Bachelor of Arts in International Relations, Master’s Student in Tourism, Academic Visitor, Faculty of Science, Department of Earth & Atmospheric Sciences, University of Alberta, Edmonton, Canada

Edgar Romario Aranibar Ramos is a RENACYT Researcher (Level VII, Peru) and Academic Visitor at the University of Alberta (Canada). He is pursuing a master’s degree in Tourism at the University of São Paulo (Brazil) holds a BA (Hons.) in International Relations at the same university, and BA (Hons.) in Business Management at National Univerisity of San Agustín de Arequipa (Peru) He has served as a UNESCO-IESALC expert and held various public, academic, and consular roles across Latin America. His research and practice focus on sustainability, public policy, human mobility, and community tourism. He participates in research groups on tourism and education (Brazil), and social justice and housing (Canada). With over 25 scientific publications, he acts as a peer reviewer for indexed journals and maintains an interdisciplinary, service-oriented, and internationally engaged profile.

Miguel Angel Demetrio Olarte Pacco, Bachelor of Arts in Business Management, Researcher, Faculty of Administration, Universidad Nacional de San Agustín de Arequipa, Arequipa, Peru

Miguel Angel Demetrio Olarte Pacco holds a Bachelor of Arts in Business Management and serves as a researcher at the Faculty of Administration of the Universidad Nacional de San Agustín de Arequipa. He also holds a diploma from Universidad del Rosario, Colombia. He is a member of the Academic Committee of the Professional School of Management and has conducted research focused on innovation, sustainability, and digital transformation, with articles published in indexed scientific journals. Additionally, he acts as a peer reviewer for academic manuscripts and promotes initiatives related to youth leadership, civic education, and institutional development. His profile reflects academic excellence and an active commitment to research, teaching, and social engagement.

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Published

2025-08-30

How to Cite

Teles, R. M. de S., Ramos, E. R. A., & Pacco, M. A. D. O. (2025). Sustainable tourism on Instagram: insights from Hispanic centennials . Sustainability in Debate, 16(2), 275–309. https://doi.org/10.18472/SustDeb.v16n2.2025.56791

Issue

Vol. 16 No. 2 (2025): Sustainability in Debate

Section

Articles - Varia

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