Many Gen Y travellers now prioritise the Instagrammability of their adventures and shun traditional landmarks for local experiences. With weddings in India costing families upwards of $70,000, JoinMyWedding lets engaged couples invite paying foreign guests in search of cultural immersion.

In 2011, Murad Osmann posted an Instagram shot of his girlfriend leading his hand through a door in Barcelona. That photo led to a project that has brought them millions of followers, a book deal, and a TV show. But how exactly did a few holiday pics launch such an influential travel brand?

Unlike their predecessors, members of Gens Y and Z aren’t content visiting traditional tourist spots while on holiday. The Trippin app is helping these young travellers find off-the-beaten-track attractions through ‘playlists’ that are curated by their peers and digital influencers.

With 60% of Gen Y travellers saying they’ve chosen to visit a destination because of Instagram, VisitScotland is refocusing its efforts with a digital emphasis to attract this cohort. How is its canny use of social media tapping into a younger generation’s desire for immersive, unique experiences?