Residents and long-term visitors of Nantucket, a small luxury island off the coast of Massachusetts, say the destination's charm is being disrupted by a surge in social media attention. Viral TikTok and Instagram posts showcasing the island's weathered-grey cottages, colourful hydrangeas and pristine beaches have driven a sharp rise in tourist numbers, with locals reporting that the influx has brought overcrowding, traffic and noise to what was once a relatively secluded getaway.

The trend reflects a wider pattern of "selfie tourism" backlash seen at other picturesque destinations, including popular Italian mountain peaks, where similar concerns have been raised about influencer-driven crowds overwhelming local infrastructure and communities. One notable example cited is content creator Charlotte Drinkwater, 23, who has visited Nantucket for more than two decades and shared her "ideal day" on the island in a widely viewed TikTok video, illustrating how such posts are fuelling the island's growing online profile.