"It's overcrowded." "It's packed with tourists." "I couldn't leave fast enough." "It's worse than Disneyland." "It's a tourist trap."
These are very recent reviews of a well-known destination.
"It was genuinely a beautiful place." "It's like being in paradise." "Would go back for sure." "Great place and wonderful people." "Charming and magical."
These are also very recent reviews of the exact same well-known destination.
Now, would you pay to travel and experience a place like this? Well, if you've ever been to France, Spain, Vietnam or Japan, you already have.
Online reviews can do your head in. The internet is a great place to explore destinations and get inspired. It can also leave you overwhelmed and utterly confused.
Like many of you, I've been planning a trip for 2026. And last week, I went down a dark rabbit hole full of conflicting advice about my destination. I read my fair share of travel reviews, more than most. But after this session, I felt completely broken. I booked, cancelled, re-booked, cancelled again, and then slammed the laptop shut.
I was frazzled. This never happens to me. Reviews are supposed to be my wheelhouse.
The truth is, I was looking for a white unicorn in a world where every stone has already been turned, then posted on Facebook. Forget authentic, forget unspoiled, forget undiscovered. Tourism is everywhere, it has affected everywhere, and it's here to stay. And online reviews make sure you know about it.
But in the smoky haze of reviews, I had completely lost sight of why we travel.
The next morning, like the NZRFU, I came to my senses.
Why do I care if touts are trying to make a buck off tourists? They've got a family to feed. Who cares if there is cheap merchandise for sale everywhere? It's most of the stuff on our shelves at home anyway. And so what if the service is average? She's probably getting paid less than minimum wage and dealing with some truly awful customers every single day.
But above all, these experiences have nothing to do with why I travel.
I travel to spend time with my family. I travel to share experiences with friends. I travel to learn and grow. I travel to taste, to laugh, and to have fun. I travel to make and build relationships.
Paradise is located exactly where those experiences can be enjoyed. If it's a tourist trap, sign me up.
So next time you start researching, take online reviews with a grain of salt. Don't lose sight of why you travel. Reviews can help clear out the weeds, but keep your focus on what matters most.