Coconut palm, white sand and turquoise water. Standing facing the warm sea, a young woman in a swimsuit contemplates the sky-blue horizon. On the social network Instagram, the scene is banal as it has become a must for any self-respecting "travel" influencer. But this promotion of the beach on the other side of the world has just been singled out in Greenpeace's latest report. The NGO is attacking these "travel" influencers accused of advertising the airline sector by sharing good deals for low-cost flights to exotic destinations... And this despite the current climate situation.
Read alsoInfluencers against overtourism? How the government plans to do it
More surprising, even those who hold an "ecological" discourse, claiming to be concerned about nature and the environment, proudly display their counter of countries visited. An editorial line that raises questions at a time of global warming and the emergence of "slow travel", this low-carbon mode of tourism that favours trains and local tourism and which is starting to win some supporters among (too) rare influencers. At a time when the speeches of the latter are increasingly monitored by the impact they have on their audience. "39% of French people consult these travel influencers in order to prepare their stay," says the Greenpeace study.