I reckon it's a bit of both. As the internet allows people to share information about "special places," more people will travel there. I see this all the time

I reckon it's a bit of both. As the internet allows people to share information about "special places," more people will travel there. I see this all the time with rock climbing--areas get more publicity, and climbers flock there, and there are real impacts because of increased traffic. I guess that is tangentially related to more social media posts, but there are also just more people climbing now than there has been in the past.