Average social media users are feeling the pressure to visit the same hotspots as their favourite influencers and replicate that sun-drenched, pastel aesthetic in return for validation in the form of likes and followers. For many travellers, the quest for the most Insta-friendly photo often wins out over exploring a city on their own terms.

But the growing popularity of a new kind of travel influencer is proof that the pursuit of sustainable, responsible travel doesn’t have to be boring or unattainably expensive.