A recent study found that TikTok not only fuels travel aspirations, but has also become a key resource for travel planning.
According to a Casino.ca poll, 59% of Americans have seen travel inspiration on the video-sharing platform and are now turning their fantasies into reality by taking a trip.
These findings are consistent with past research on consumer behavior trends: Another study conducted by MGH Marketing in 2023 found that nearly two-thirds of TikTok users expressed interest in visiting a new destination after viewing travel content on the app, and 35% actually did so.
TikTok takes over social media
More Americans are using TikTok than ever before. The short-form video app is the fastest-growing social media platform in the U.S. A recent Pew Research Center study found that one-third of American adults use TikTok, with 148 million unique monthly users, more than any other country.
Younger adults are more likely to use the video-sharing app than older Americans: 62% of adults under 30 use TikTok, though that number drops to 39% for those aged 30 to 49, and drops even more for older age groups.
This generational divide has helped TikTok cement its reputation as Gen Z's preferred social media platform, with many using the app as a search engine.
Americans use TikTok a lot, but only 52% post to the app, and a survey of 6,000 North American TikTok users found that Americans open the app six times a day.
The average user in the US watches 1 hour and 19 minutes of content per day. Mississippi residents spend the most time on apps of any state in the US, while Rhode Islanders spend the least time.
Plan your trip with #Traveltok
Given the app's demographic, it's no surprise that younger generations are more likely to use TikTok to find inspiration for planning their next vacation: 69% of Gen Z and millennials have found travel ideas from #traveltok's 1.6 million videos, compared to just a third of Gen X and baby boomers.
A TripIt survey of 1,000 Americans found that only 17% of older consumers plan their trips based on trending posts rather than traditional travel websites like TripAdvisor, with even fewer Gen Xers and Baby Boomers placing more importance on social media popularity than personal recommendations from friends.
Savvy travel brands have taken note of TikTok's popularity among younger customers: Budget airline Ryanair, for example, has used the app's popular brand of rude and slightly pointless humor to attract 2.4 million followers, with one video joking that no matter how much passengers complain, they always come back, garnering 16.2 million views.
Stuart Flint, TikTok's head of global solutions for Europe and Israel, believes the pandemic has played a key role in driving brand interest in the platform.
In an interview with Skift, Flint told Dawit Habtemariam, “As the pandemic subsided, people started thinking about travel. They wanted to explore the world. People just wanted to get out and about. And TikTok was more prominent, so brands started using it.”
Flint declined to share specific figures but did pledge future partnerships: “We don't release revenue information, but I can tell you that we have some very interesting travel brands partnering with us.”
“Booking.com is a really important customer for us. Travel booking, destinations, airlines have become really big for us. So we've seen a lot of growth,” Flint revealed. Flint praised brands such as Ryanair for generating viral content rather than buying ads. “And it's not just paid, by the way. They're also spending a lot of time and energy on organic.”
What destinations are trending on TikTok?
Travel content on TikTok ranges from showcasing traditional landmarks to promoting niche experiences. Pop culture tourism is especially popular among nostalgic Zoomers and millennials, who plan road trips to the Pacific Northwest based on the Twilight series and travel across the ocean to visit Harry Potter filming locations.
Some eye-catching destinations garner more attention within the app than others. Here are the top five most popular travel destinations on TikTok, by number of posts:
Dubai
The futuristic city of Dubai in the United Arab Emirates topped the list with 29.7 million posts. Videos show soaring skylines, luxury shopping malls, and breathtaking desert landscapes. Highlights include the Burj Khalifa, the world's tallest building, and the man-made archipelago of Palm Jumeirah.
London
The British capital has long been popular with tourists and TikTok users, with 10.3 million videos posted to the site. Classic landmarks like Buckingham Palace, the Tower of London and Big Ben are always popular with visitors looking for the “red telephone booth” experience, while influencers recommend trendy neighbourhoods like Shoreditch and Camden for younger travellers.
Paris
Who can forget the opening ceremony of this year's Summer Olympics? It was a love letter to Paris, a trip down the Seine and around the city's most famous landmarks. The real stars of the show were the Eiffel Tower, the Louvre and Notre Dame. On TikTok, content creators are loving Paris' cafes, patisseries and the charming streets of Montmartre and the Marais. The City of Lights features in 8.8 million posts.
Istanbul
East meets West in Turkey's largest city, a transcontinental metropolis that's featured in 8.1 million TikTok videos of tourists cruising the Bosphorus and exploring the ancient Topkapi Palace. Must-see attractions include Hagia Sophia, the Blue Mosque, and the bustling Grand Bazaar.
New York City
The Big Apple continues to be a beloved destination for travelers, and TikTok users are especially in love with the city's culinary scene, posting reviews of everything from local bodegas to Michelin-starred restaurants. Broadway shows, rooftop bars, and the vibrant arts scenes in neighborhoods like SoHo and Williamsburg are featured prominently in the 7.2 million New York videos.
