TikTok and Instagram tourism: social networks have become the new travel guides, revolutionizing the way we choose, experience, and share our vacations.
Tourism has entered a new era. Long governed by paper guidebooks, tourist offices and the advice of friends, it is now governed by algorithms. TikTok and Instagram, global showcases of personal and often moving experiences, have imposed a new travel paradigm. The influence of viral images and videos is no longer limited to inspiring: it shapes tourist flows, transforms destinations, creates phenomena of affluence... and sometimes, saturation.
The role of content creators in the explosion of TikTok and Instagram tourism
TikTok and Instagram tourism rely on an army of content creators. Passionate travelers, professional influencers or simple amateur tourists share thousands of posts every day. "Three tips for paying less for flights", "the best restaurants in Lisbon", "the must-sees in Bali": these short, punchy formats attract, reassure and guide future travelers.
TikTok, with its powerful algorithm, has succeeded in elevating sometimes confidential places to the rank of world must-see. A simple video relay can turn a neighborhood address into a global attraction, like the sandwich at Chez Alain Miam Miam in Paris. Without a community manager or digital strategy, the latter sells up to 500 sandwiches a day thanks to TikTok and Instagram tourism.
The crazy numbers of TikTok and Instagram tourism
Since 2021, travel-related content on TikTok has increased by more than 410 %. On Instagram, there were almost 2 million travel-themed publications in 2024. These figures show the power of TikTok and Instagram tourism.
Anaïs Devaux, Tourism Manager at TikTok France, reveals that two-thirds of the platform's users carry out tourist searches directly via TikTok. This shows that networks have become search engines, just like Google or TripAdvisor.
New travel-buying practices linked to TikTok and Instagram tourism
Agencies like Passy Voyages in Paris have seen a 30 % increase in sales since they started using TikTok. Viral posts convert views directly into sales. Influencer Bruno Maltor, for example, has enabled Selectour to sell tours to Namibia and Uzbekistan to young people who would previously never have set foot in a travel agency.
The other side of the coin: uberization and saturation
This TikTok and Instagram tourism is not without consequences. It is leading to the uberization of the tourism industry. Many "travel planners" are starting up without legal status, offering services similar to those of traditional agencies, without offering the guarantees of insurance or reimbursement. Traditional travel agencies are denouncing this as unfair competition.
The impact is also felt on the local area. Visitor numbers are soaring in places like Etretat, the Cinque Terre and Bali. The environment, infrastructure and local life all suffer. Sociologist Saskia Cousin speaks of "destructive concentration": the more a place is shown, the more it attracts, until it reaches saturation point.
Aesthetization and FOMO, the driving forces behind TikTok and Instagram tourism
TikTok and Instagram tourism rest on two powerful psychological pillars: aestheticization and fear of missing out (FOMO). Users also want to live the experience seen in the video: same photo, same dish, same spot.
Towns are adapting: installing swings, giant letters, automatic photobooths at the top of chairlifts... The aim: to offer "Instagrammable moments". Tourism is becoming performance and image consumption, to be shared immediately.
Towards a more responsible TikTok and Instagram tourism?
In the face of criticism, some influencers are taking a more sustainable line. They advocate train travel, micro-adventures close to home, and warn against the effects of mass tourism. Such is the case of Tolt and Guillaume Payen, who promote accessible, responsible destinations.
Accounts like Un Monde à Vélo show that a different kind of TikTok and Instagram tourism is possible, one that's slow, sober and rediscovering territories.
What you need to know
TikTok and Instagram tourism have radically changed the way we travel. Faster, more inspiring, more visual, it meets travelers' need for modernity and personalization. But it also has perverse effects: saturation of places, ecological impact, deregulation of the market.
As an influencer marketing agency since 2016, ValueYourNetwork helps brands and tourism professionals make the most of these new levers, while building responsible strategies. As creators of lasting synergies between influencers and companies, we help you to emerge in an ultra-competitive landscape. Contact us.
FAQ
Why is TikTok and Instagram tourism so influential?
TikTok and Instagram tourism are influential because viral content directly changes travel behaviors, inspiring and guiding choices.
How is TikTok and Instagram tourism transforming cities?
TikTok and Instagram tourism transform cities into places of visual consumption, with installations designed to be photographed.
What are the risks of TikTok and Instagram tourism?
The risks are site saturation, ecosystem degradation and the proliferation of unregulated players in the tourism sector.
Does TikTok and Instagram promote sustainable tourism?
TikTok and Instagram tourism can promote more sustainable tourism if influencers engage in this process and promote responsible practices.
How are brands using TikTok and Instagram for tourism?
Brands leverage TikTok and Instagram tourism to create targeted influencer campaigns that generate engagement and sales.
What types of content work best on TikTok and Instagram travel?
The most effective content is authentic, short, personal and focused on practical tips or new discoveries.
Are TikTok and Instagram tourism influencers still sponsored?
No, but a significant proportion of content is financed by brands, which sometimes makes it difficult to distinguish between advertising and recommendation.
What places have been transformed by TikTok and Instagram tourism?
Etretat, the Cinque Terre, Bali and Iceland are just some of the places that have been turned upside down by TikTok and Instagram tourism.
How to discover more responsible destinations with TikTok and Instagram tourism?
All you have to do is follow creators committed to sustainable tourism, who share alternatives to air travel and saturated destinations.
Does TikTok and Instagram tourism influence travel agencies?
Yes, some agencies are boosting their business with TikTok, reaching younger, more connected customers.