Leah Frazier has had enough of travel shaming.

She recently shared a video on her social media showcasing her experiences in Dubai, including a fancy brunch at a renowned hotel in the region.

“The video highlighted a group of travelers enjoying themselves,” said Frazier, who operates a marketing firm in Dallas.

However, the video drew negative and hurtful comments. Viewers questioned why she traveled so far just to have brunch, labeled her as culturally unaware, and wondered if she felt ashamed of her choices.

“I received numerous comments full of ‘shame on you’ messages,” she reminisced.

Frazier is not the only one facing this. While travel shaming has existed as long as travel itself, it seems to have gained traction recently. During the pandemic, many Americans began to assume they had the right to dictate travel preferences to one another, and rising awareness about climate change stoked these discussions even further.

Today, anyone who travels can fall victim to travel shaming. That includes you.

What is travel shaming?

When someone criticizes you for traveling too frequently, that’s travel shaming.

This type of shaming can manifest in various ways:

◾ Environmental travel shaming. Take the Swedish concept of flygskam, which gained popularity just before the pandemic. Air travel is known to negatively impact the environment, leaving plenty of individuals feeling ashamed.

◾ Political travel shaming. This occurs when individuals visit countries with controversial regimes or where there are significant indigenous populations affected by historical exploitation.

◾ Animal travel shaming. If you participate in a safari hunt in Africa or engage in activities like swimming with dolphins, you might face criticism from those concerned with animal rights.

A recent study conducted by researchers at Temple University revealed that the discomfort caused by travel shaming can prompt individuals to alter their behavior. Nevertheless, it appears that positive reinforcement is more effective than negative; presenting concerns in a positive light proved to resonate better. But let’s face it, that might not be as entertaining.

And make no mistake, travel shaming online can be quite amusing – at least for the critics. Even airlines participate in this phenomenon. If you’ve ever read the comments on a travel blog, you’ll understand what I mean.

So, what’s the remedy? Experts suggest engaging in some rhetorical strategy, being selective about your travel destinations, and preparing a response for when someone decides to confront you.

Stay calm and practice empathy

When someone confronts you, it’s natural to want to react immediately. But take a moment to breathe and hear them out.

“Think about why the person is shaming you,” advised Abbe Depretis, a business communication professor at Carnegie Mellon University. “Could it be that they are envious because they can’t afford travel anymore, or are they worried about the ethical implications of your chosen destination?”

Understanding their perspective can lead to more meaningful discussions, added Depretis.

Consider alternatives to controversial destinations

Jay Ternavan, the founder of Jayway Travel, suggests avoiding destinations that might provoke criticism. For instance, the picturesque city of Dubrovnik, Croatia, known for being crowded with cruise ship tourists, might not be the best choice.

“Instead of adding to the pressures faced by Dubrovnik, explore lesser-known gems like Rovinj, Šibenik, and Korčula,” he suggests. “These enchanting locales boast rich histories, stunning architecture, and beautiful coastlines without the overwhelming crowds.”

Prepare a thoughtful response

One thing is certain: If you travel at all in 2025, you may face criticism from someone. Shel Horowitz, an expert in advising businesses on environmental matters, recommends having a tactful response ready.

“I often explain that my travels allow me to learn from other countries and bring back valuable insights,” he said. “For instance, while in Iceland, I discovered their extensive use of renewable energy. This experience also provides me with a better understanding of the environmental challenges faced by others worldwide.”

As someone deeply invested in writing about sustainability and tourism, I’ve previously employed Horowitz’s technique. While it’s true that my flights generate CO₂ emissions just like anyone else’s, my journeys also contribute to elevating awareness around the environmental issues plaguing the tourism sector.

Navigating Travel Shame

I have to confess: If there’s anyone who should be travel-shamed, it’s probably me. I’m frequently on the move, flying to various destinations. This year alone, I’ve experienced life on five different continents.

Interestingly, I encounter a different kind of travel shame from my fellow journalists, some of whom travel even more extensively than I do.

There exists an unspoken expectation that one must visit at least 100 countries to be deemed a travel expert. When I meet colleagues, we often exchange stories, and I feel a tinge of embarrassment when they ask if I’ve been to a specific place and I have to say “no.”

This often leads to a collective encouragement to explore even more.

However, when people question how I can justify my extensive travels, I remind them that humanity has been nomadic for nearly 12,000 years. A lifestyle of continual movement is far more traditional than one of staying stationary. So, please don’t criticize me for being normal.

Frazier, the individual who posted the Dubai video, initially felt troubled by the criticism she received. She asserts that her actions weren’t wasteful or disrespectful; she and her friends were simply enjoying themselves.

As she continued to read the disparaging comments, Frazier came to realize that many of the judgments made about her were inaccurate. After some contemplation, she started to respond but soon understood that the critics were likely envious of her opportunity to stay at a luxury hotel in the UAE.

“So I just decided to let it go,” she remarked.