A recent survey shows TikTok provides more than wanderlust fuel — it’s become a key resource for travel planning.
According to a Casino.ca poll, 59% of Americans turn daydreams into reality and hit the road after viewing travel inspiration on the video-sharing platform.
These findings align with previous research into consumer behavior trends. Another survey by MGH Marketing in 2023 found that almost two-thirds of TikTok users showed interest in visiting new destinations after consuming travel content on the app and 35% followed through.
TikTok Takes Over Social Media
More Americans are on TikTok than ever. The short-form video app has the fastest-growing user base of any social media platform in the United States. A recent Pew Research Center survey says one-third of U.S. adults use TikTok — 148 million unique users per month, more than any other country.
Young adults are more likely to use the video-sharing app than older Americans. 62% of adults under 30 use TikTok. That drops to 39% among those aged 30 to 49 and decreases further among older age groups.
This generational divide solidified TikTok’s reputation as Gen Z’s preferred social media platform, with many even using the app as a search engine.
Americans are frequent TikTok users, although only 52% post on the app. The poll of 6,000 TikTok users across North America found that Americans open the app six times daily.
The average user in the U.S. watches an hour and 19 minutes worth of content daily. Mississippians spend the most time on the app of any state in America, while Rhode Islanders spend the least.
Planning Trips Using #Traveltok
Considering the app’s user demographics, it’s no surprise that younger generations will likely use TikTok for inspiration to plan their next vacation. Sixty-nine percent of Gen Z and millennials find travel ideas among the 1.6 million videos under #traveltok, compared to one-third of Gen Xers and baby boomers.
According to TripIt’s survey of 1,000 Americans, only 17% of older consumers would plan a trip based on a viral post rather than a traditional travel website like TripAdvisor. Even fewer Gen Xers and baby boomers value social media popularity more than a personal recommendation from a friend.
Business-savvy travel industry brands note TikTok’s popularity among younger customers. Budget airline Ryanair, for example, taps into the sort of rude, slightly nonsensical humor that fares well on the app, earning 2.4 million followers. One video, joking that passengers always return no matter how much they complain about their experience, amassed 16.2 million views.
Stuart Flint, TikTok’s head of Global Solutions for Europe and Israel, believes that the pandemic played a crucial role in catapulting brands’ interest in the platform.
In an interview for Skift, Flint told Dawit Habtemariam, “As they came out of Covid, people started to think about travel. They wanted to explore the world. People wanted just to get away. And then because TikTok was more front and center than previously, that’s why brands started to use it.”
Although he did not provide numbers, Flint hinted at promising future collaborations: “We don’t share any information about revenues. But I can tell you that there’s been some really interesting travel brands working with us.”
“Booking.com is a very key customer for us. Travel booking, destinations, and airlines have become really, really big for us. So we’ve seen a lot of growth,” he revealed. Flint shouted out brands like Ryanair, who generate viral content instead of buying ads. “By the way, that’s not just paid. They’re also investing a lot of their time and energy into organic.”
Which Destinations Are Trending on TikTok?
Travel content on TikTok ranges from showcasing traditional sights to advertising niche experiences. Pop culture tourism is especially popular among nostalgic Zoomers and millennials. They plan road trips to the Pacific Northwest based on the Twilight series and cross the pond to visit Harry Potter filming locations.
Some eye-catching destinations generate more in-app interest than others. These are the five most popular travel destinations on TikTok by number of posts:
Dubai
Dubai, a futuristic city in the United Arab Emirates, tops the list with 29.7 million posts. Videos display its soaring skyline, luxurious shopping malls, and stunning desert landscapes. Some highlights include the iconic Burj Khalifa, the world’s tallest building, and the Palm Jumeirah, a man-made archipelago.
London
The British capital is a perennial favorite among tourists and TikTok users, posting 10.3 million clips. Classic attractions like Buckingham Palace, the Tower of London, and Big Ben are always popular with visitors wanting the “red phone booth” experience. For younger travelers, influencers recommend trendy neighborhoods like Shoreditch and Camden.
Paris
No viewer will forget the opening ceremony for this year’s Summer Olympics. It was a love letter to Paris, an excursion down the River Seine and through the city’s most recognizable sights. The show’s real stars were the Eiffel Tower, the Louvre, and Notre Dame. On TikTok, content creators love Parisian cafes, patisseries, and the charming streets of Montmartre and Le Marais. The City of Light features in 8.8 million posts.
Istanbul
East meets West in Turkey’s largest city. The transcontinental town appears in 8.1 million videos on TikTok, showing tourists cruising down the Bosphorus and exploring the ancient Topkapi Palace. Must-see attractions include the Hagia Sophia, the Blue Mosque, and the bustling Grand Bazaar.
New York City
The Big Apple remains a beloved destination for travelers. TikTokers especially love the city’s culinary scene, posting reviews of everything from local bodegas to Michelin-star restaurants. Broadway shows, rooftop bars, and the vibrant art scene in neighborhoods like Soho and Williamsburg prominently feature in 7.2 million NYC videos.
