TikTok is reshaping the travel landscape- the good, bad and viral: How you need to know?

Thursday, November 21, 2024

TikTok, the rapidly growing social media platform, is transforming the way people experience and plan travel.

From spotlighting hidden gems and offering creative packing hacks to promoting controversial trends, TikTok’s impact on the travel industry is undeniable.

The Rise of TikTok as a Travel Influencer

Launched in 2016, TikTok now boasts over a billion monthly active users, with 70% under the age of 34.

Travel content has exploded on the platform, with a staggering 410% increase in views since 2021, according to TikTok’s data insights.

The app’s unique format of short, engaging videos has made it a powerful tool for younger travelers seeking authenticity and inspiration.

“Videos feel more honest than pictures — they’re harder to manipulate,” explains TikTok creator Emma Cooke (@petite.blondine). “Travelers on TikTok are looking for real experiences.”

How TikTok Is Changing Travel Behavior

More than 70% of TikTok’s European audience and 60% of Gen Z Americans report booking trips based on TikTok recommendations.

The platform’s geolocation feature and search capabilities, like finding “top things to do in Paris,” deliver personalized and hyper-relevant content.

Travelers like Gen Mohacsy, a 25-year-old from the UK, use TikTok for itinerary planning. “It’s better than Tripadvisor,” she says.

“Watching videos gives a detailed perspective. I discovered Auckland’s night markets in New Zealand through TikTok.”

Trending Travel Phenomena

TikTok has birthed trends ranging from quirky to practical. Recent examples include:

• Airport Tray Aesthetic: Creators showcasing curated travel gear in security trays.
• Raw-Dogging Flights: Traveling without entertainment on long-haul journeys.
• Grocery Store Tourism: Exploring international supermarkets as cultural experiences.
• Travel Dupes: Swapping popular destinations for budget-friendly alternatives, like choosing Montenegro over Croatia.

The Downsides of TikTok’s Travel Influence

While TikTok offers invaluable travel insights, it also raises concerns. Viral content can lead to overtourism, overwhelming destinations without adequate infrastructure.

In China, a 2021 video showcasing Jianfengling mountain and Daguang Dam Reservoir turned the area into a tourist hotspot overnight.

A study in the Journal of Outdoor Recreation and Tourism found that while visitors boosted the local economy, they strained infrastructure and caused overcrowding.

Some businesses have pushed back, such as New York’s Dae cafe, which banned videos, citing TikTok’s overwhelming impact on their operations.

Unethical Tourism and the Responsibility Gap

Although #SustainableTravel content has amassed 78.1 million views, TikTok also perpetuates unethical practices.

Dr. Natara Loose, an American veterinarian, was appalled by illegal dolphin-swimming tours promoted in Mauritius, despite the country banning such activities.

A Platform That’s Here to Stay

For better or worse, TikTok’s influence on travel is immense, particularly among Gen Z and younger travelers.

While it inspires exploration, it also calls for responsible use to ensure sustainable and ethical travel experiences.

One thing is clear: TikTok is reshaping the travel industry, and its impact is only growing.