It feels like a bubble when bloggers with sites that are clearly in need of attention in terms of content and design are preaching at you about how to be a blogger and Facebook groups are full of claims of how much traffic people get.

There’s a trend of bloggers wearing shirts, smart trousers in an attempt to professionalise something that has no barrier to entry.

Travel bloggers are more knowledgeable?

This wouldn’t be so bad if PR’s or tourist boards really knew how to differentiate. Unfortunately they don’t, because as of writing travel bloggers are more knowledgeable about the subject than those that are engaging with them. This is a dangerous thing.

Not only for those who promote destinations, but for those that are producing great websites and superb content. After all why should those who shout the loudest yet not put the hard work into their website be seen as something that can bring value? Ultimately they won’t.

Unfortunately this could undermine those who have put in the hard work over a number of years as the industry figures out that their investment wasn’t actually worthwhile after all.

Content will always be king

There are those riding the crest of the wave without the substance, yet making it seem like they have a valuable product. Promoting yourself in this manner will mean that sooner or later you are going to need to balance the level of promotion with the quality of your product.

As time passes, PR’s and companies will become more savvy and the act of smoke and mirrors won’t quite cut it. Those that have worked so hard for so long will be left doing what they’ve always done, producing great things, being passionate and keeping a level head when surrounded by hype.

After all, it’s the shallow streams that make the most noise.