HATE TO PROTECT

The objective is simple: To protect fragile natural sites from the harmful impact of tourism by making them appear undesirable online.

When choosing a destination, most travelers rely heavily on online reviews. To discourage tourists from visiting these vulnerable locations, we deliberately trolled their online reputation by posting negative reviews on the most popular review platforms.

We carefully selected natural areas likely to face a massive influx of tourists in the coming months, a surge that could cause irreversible damage to local ecosystems and endemic species. We also ensured that the targeted locations were not tied to local economic activity, so the campaign would not negatively impact businesses or employment. Far from simply discouraging travel, the operation also aimed to redirect travelers toward more sustainable destinations and addresses that comply with the Guides Tao charter. In this way, travelers are guided toward places better suited to responsible and sustainable tourism.