A young traveller at the beach enjoying some time out - a picture that may never make it on to social media as a new breed of silent travellers emerge. Picture: Pexels
As we navigate the complexities of modern living, a new travel trend is emerging that challenges the norms of social media sharing: quiet vacationing or blackout travels.
This concept, which gained traction throughout 2024, involves travellers seeking moments of reprieve without the prying eyes of colleagues or family, creating a secretive approach to holidaying. This is gaining popularity among millennials and Gen Zs.
In an age where everything is shared, from every meal, experience, and travel destination, it might seem counter-intuitive for some to choose silence over the spotlight.
Yet a growing number of people are increasingly inclined to go on vacation without alerting anyone, including direct managers.
“They won’t know if you don’t post, right?” has become a mantra among those opting for this clandestine approach, even going so far as to block colleagues and managers on social media platforms to enjoy their adventures free from scrutiny.
This curating of experiences extends beyond workplace boundaries.
Individuals are increasingly inclined to keep their escapades personal.
Although they may capture moments through pictures and videos, sharing them online is becoming an afterthought if done at all.
Instead, memories linger in the digital confines of mobile phones, creating a stark contrast to a world fuelled by FOMO (fear of missing out) and constant updates.
As a part of this shift, a TikTok challenge called the Skuta Baba Remix Challenge stirred social media in late 2024. It features a verse by South African rapper Cassper Nyovest, which translates to “Don’t make a noise, you’re messing it up”.
The challenge resonated with young people vowing to keep their plans and aspirations low-key, an effort rooted in superstition to evade bad energy or the fabled evil eye - supernatural belief in a curse brought about by a malevolent glare, usually inspired by envy.
Some travellers feel posting their happy travel moments on social media can attract the ‘evil eye’ or bring negativity to their vacation.
This cultural sentiment asserts that silence might just protect one’s ambitions and experiences.
I can relate to this phenomenon.
Ahead of my first trip abroad, I kept my plans under wraps, sharing the news only once I was already on my flight. It’s a practice that I found oddly comforting and still adhere to, even if I don’t fear sharing.
There are moments, however, when that instinct for self-censorship resurfaces, nudging my treasured experiences into the depths of my photo gallery.
Another compelling reason behind this phenomenon is the sensitive topic of Black Tax, a reality many South Africans face.
The fear of being judged or perceived as wealthy can deter individuals from sharing their travel moments.
It can be an attempt to sidestep scrutiny and unsolicited requests from friends or family members needing financial assistance.
“I don’t want to seem like I’m flaunting money,” one quiet vacationer noted, reflecting a sentiment echoed by many who refrain from sharing joyful moments in fear of others misconstruing their circumstances.
Cayley Wood, a registered counsellor, sheds light on this emotional tug-of-war.
She explains that limiting the sharing of personal experiences often arises from the pressure to conform to cultural expectations surrounding communal responsibilities.
“Concerns about being perceived as insensitive or avoiding financial requests can all create an emotional burden,” Wood explains.
While this suppression can appear empathetic, it risks inflicting harm on mental well-being.
“It’s critical to set boundaries that feel comfortable, celebrate privately if needed, and remember that sharing your achievements doesn’t diminish your empathy for others,” she says.
By fostering a mindset of gratitude and reflection, one can alleviate feelings of guilt. Practising self-awareness can pave the way towards honouring both one’s joy and the cultural context that sometimes weighs heavily on African communities.
Ultimately, striking this balance is fundamental, say psychologists. Some people may in fact be inspired by your shares and it could turn into aspirational material that helps them set new goals for themselves.
Importantly, with many of us used to the idea that suffering is the goal, Wood says recognising that joy is an essential part of life and allowing ourselves to experience it - while sharing authentically on personal terms - constitutes vital self-care.
Wood says it is important to celebrate your life milestones without feeling the need to dim that light for others. However, you don’t necessarily need to splash it on social media. Stay true to who you are, and follow your own heart in this matter.
If it doesn’t feel right, don’t do it.
However, for many the allure of going off the grid will be too much for some. Ultimately, don’t expect any lavish splashes from everyone on social media.