The best travel creators on Instagram in 2023

Why I'm writing this list — and why it's different

Anyone can compile a list of travel creators. Just pick the accounts with the most followers, and you're done. But that's not my approach. I've been in the creator scene for over eight years, worked with hundreds of colleagues, and know the industry from the inside. I know who makes truly great content—and who's just good at buying followers.

This list is based on three criteria: the quality of the images and videos, the authenticity of the recommendations, and actual influence on the community. Follower count is just one factor among many. I prefer an account with 100k real, engaged followers to one with 2 million ghost followers.

The best travel creators on Instagram in 2023

1. @doyoutravel (Jack Morris) — The Pioneer

Jack Morris was one of the first to truly professionalize travel content on Instagram. His photos from Bali, the Maldives, and Greece essentially defined the genre. What sets him apart is an incredibly consistent aesthetic and an unparalleled eye for composition.

Followers: ~2.7 million.
Style: Clean, warm-toned, luxury travel
Especially strong: Hotel and resort content, perfect color palettes

2. @chrisburkard — The Adventurer

Chris Burkard is, in my opinion, the best outdoor photographer on Instagram. Period. His photos from Iceland, Norway, and the American West Coast are on a level that most travel creators will never reach. He lugs his camera onto glaciers and into icy water at -20 degrees Celsius—and it shows in his photos.

Followers: ~3.8 million.
Style: Epic landscapes, adventure, pure nature
Especially strong: Surf photography, arctic landscapes, storytelling

3. @muaboravit — The rising force

An account that many haven't yet discovered, but which consistently delivers incredible content. The compositions are well thought out, the color editing subtle yet effective, and the locations are captured so beautifully that you immediately want to book a flight.

Followers: ~500k
Style: Cinematic, moody, through-composed
Especially strong: Asian content, atmospheric moods

4. @alexstrohl — The Master of Light

Alex Strohl has a distinctive style: natural light, expansive landscapes, minimal editing. His workshops are legendary, and many of today's successful travel creators have learned from him. What personally impresses me is that he has remained true to his style for years and doesn't chase trends.

Followers: ~2 million.
Style: Natural light, wide perspectives, cabin aesthetics
Especially strong: Montana, Canada, Scandinavian landscapes

5. @beautifuldestinations — The Powerhouse

Not just a single creator, but one of the largest travel content platforms around. What sets beautifuldestinations apart is their network of hundreds of photographers worldwide, curating the best content. For me as a creator, it's an honor when they repost my photos—it gives me a massive reach boost.

Followers: ~20 million.
Style: Curated, high-quality, diverse
Especially strong: Video content, reels, community building

6. @gypsea_lust (Lauren Bullen) — The lifestyle queen

Lauren Bullen has found the perfect blend of travel and lifestyle. Her feed aesthetic is so meticulously curated that every single image looks like it came straight out of a glossy magazine. Particularly impressive is her Bali villa, which she designed entirely herself and which has since become an Instagram hotspot in its own right.

Followers: ~2.1 million.
Style: Tropical luxury, pastel colors, lifestyle
Especially strong: Bali content, interior, fashion x travel

7. @funforlouis (Louis Cole) — The Vlogger

Louis Cole is primarily a YouTuber, but his Instagram presence is just as strong. What sets him apart is that he also shows the unglamorous side of travel. Missed flights, broken gear, culture shock—with Louis, you get the full picture. This honesty is refreshing in an industry full of perfect facades.

Followers: ~1.6 million.
Style: Real, unfiltered, adventure
Especially strong: YouTube vlogs, charity projects, authentic storytelling

8. @thiswildidea (Theron Humphrey) — Man and Dog

Theron travels across the US and beyond with his dog Maddie (and now Muppet). It sounds like a simple concept, but the photos are anything but. Each picture tells a story of freedom, nature, and the special relationship between humans and animals.

Followers: ~1.3 million.
Style: Emotional storytelling, road trip vibes
Especially strong: USA road trips, animal photography, community building

9. @saltinourhair (Nick & Hannah) — The Dutch duo

Nick and Hannah have built an impressive travel blog, perfectly combining Instagram with detailed travel guides on their website. Their content is practical—they not only showcase beautiful places but also explain how to get there, what it costs, and what you need to be aware of.

Followers: ~900k
Style: Practical, warm, couple-oriented
Especially strong: Southeast Asia, travel guide content, SEO blog

10. @theblondeabroad (Kiersten Rich) — Solo Female Travel

Kiersten has significantly shaped the topic of solo travel for women on Instagram. Her content is not only visually appealing but also informative—she speaks openly about safety, budget, and the challenges of traveling alone. For women who are still hesitant to set off on their own, her account is pure inspiration.

Followers: ~700k
Style: Empowerment, colorful, informative
Especially strong: Travel tips for women, Africa, South America

What the best travel creators have in common

After years in the industry, I've identified a few patterns that all successful travel creators have in common:

Consistency beats perfection

The most successful creators don't just post when they're on a paradise beach. They have a system: batch editing, content planning, and evergreen posts between trips. Those who only upload a photo every three weeks get penalized by the algorithm.

Niche instead of breadth

Chris Burkard = adventure. Lauren Bullen = tropical luxury. The best creators have a clear niche and don't deviate from it. Someone who posts mountains today and street food tomorrow confuses their audience. My niche: drone footage and masculine adventure travel.

Storytelling instead of just pictures

A beautiful photo isn't enough in 2023. Captions have to tell stories, Reels need a hook in the first three seconds, and Stories need to generate interaction. Content creation has become a full-fledged profession—anyone who doesn't understand that will remain stuck at 10,000 followers.

My equipment in comparison

category	My setup	Alternative setup
Main camera	Sony A7 IV	Canon R6 II / Nikon Z6 III
drone	DJI Mini 5 Pro	DJI Air 3 / Mavic 3
Action Cam	DJI Action 6 Pro	GoPro Hero 13
Editing	Lightroom + Premiere	Capture One + DaVinci

How to become a travel creator yourself — My honest assessment

The truth about the beginning

I'm constantly asked, "How do I become a travel influencer?" My honest answer: It's significantly harder in 2023 than it was in 2015 when I started. The market is saturated, the algorithm favors video content, and brands expect professional production quality.

But—and this is the crucial point—it's not impossible. Anyone willing to produce content for one to two years without significant income, who has a clear niche, and understands storytelling can still make it. The barrier to entry is simply higher than before.

What you need (and what you don't)

You DON'T need: The most expensive camera, a blue checkmark, or €50,000 in start-up capital. You do need: A good eye for composition (which can be learned), disciplined posting, and the willingness to engage with video content. Reels and TikTok are the fastest way to build reach in 2023.

FAQ — Frequently Asked Questions about Travel Creators

Do travel creators really earn that much money?

Yes and no. The top 11 Instagrammers earn six figures per year. The majority—an estimated 801—earn less than €1,000 per month from Instagram. It's like in sports: the few at the top live very well, but the path to get there is long and uncertain.

Are the follower numbers real?

Not always. There are still creators who buy followers or participate in engagement groups. My tip: Look at the engagement rate (likes + comments shared by followers). Below 11,000 for large accounts? Suspicious. Above 31,000? Probably legitimate.

What kind of camera do you need for Instagram content?

Honestly, a good smartphone is all you need to start with. The iPhones and Samsung Galaxy models of recent years take fantastic photos and videos. Only when you realize that your smartphone is reaching its limits—for example, with night shots or when you need more creative control—is it worth upgrading to a system camera like my Sony A7 IV.

How important is the drone for travel content?

Very important. Drone footage instantly elevates your content to another level. My DJI Mini 5 Pro weighs under 250 grams, which means it can be flown without registration in most countries. The change of perspective from above transforms a regular beach photo into an epic image.

How do I distinguish good travel creators from bad ones?

Pay attention to three things: First, do they tell stories or just post pretty pictures? Second, are their recommendations honest or obviously bought? Third, do they actually inspire you to travel—or just to scroll? The best creators manage to make you open your laptop and search for flights after watching their posts.

About the author: Max Haase is Germany's most influential travel influencer with over 4.2 million followers. He specializes in drone footage and luxury travel. Cooperation requests here.