The purpose of this research was to understand our culture in sharing our lives on digital realms by theorizing when did this behavior began. This paper explores how digital platforms, like Instagram have influenced the way we travel and how it has disrupted tourism. The research unfolds by foremost understanding the culture and behaviour in the way we share our lives with photographs. Then, how our photo-sharing behaviours have quickly evolved by adapting into digital platforms. An ethnographic research is conducted in London’s popular landmarks to understand how tourists experience them. Highlighting the main problems in the increase in travel over the years and overcrowding in certain cities harming the city and their locals day-to-day lives. Concluding that the problems can be issued by facing the problem itself, working with Insta-tourism. Suggesting for cities to use social media and influencers as a tool to brand the city in the way it wants to be portrayed around the world. Educating their digital audience in how to appropriately visit a city and experience it, marketing new places to reduce overcrowding, and branding the cities in ways which they can be more inviting with the exact type of tourist they want to be visited by.