This study investigates the effects of narcissism, envy and self-promotion on travellers’ sharing of travel-related photographs of themselves (“selfies”) through social media, based upon social comparison theory. The role of social media in increasing individuals’ levels of narcissism and envy is also examined. Data was collected via an online survey of 674 respondents. The results of the study suggest that narcissism and envy increase the likelihood of travellers posting selfies both directly, and through self-promotion as a mediator. Furthermore, the study finds that as social media usage increases, so do levels of narcissism and envy.