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 guides, tourist offices, and the advice of friends, it is now ruled by algorithms. TikTok and Instagram, global showcases of personal and often moving experiences, have imposed a new paradigm of travel. The influence of viral images and videos no longer limits itself to inspiration: 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, and casual tourists share thousands of posts every day. "Three tips for paying less for your 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 managed to elevate sometimes secretive places to global must-see status. A simple video relay can turn a neighborhood address into a global attraction, like the sandwich at Chez Alain Miam Miam in Paris. The latter, without a community manager or digital strategy, sells up to 500 sandwiches per 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 million views. On Instagram, there were nearly 2 million travel-themed posts in 2024. These figures demonstrate the power of TikTok and Instagram travel.
Anaïs Devaux, tourism manager at TikTok France, reveals that two-thirds of the platform's users conduct tourism searches directly through TikTok. This demonstrates that social networks have become search engines, just like Google or TripAdvisor.
New travel purchasing practices linked to TikTok and Instagram tourism
Agencies like Passy Voyages in Paris have seen a 30% increase in revenue since using TikTok. Viral posts can directly convert views into sales. Influencer Bruno Maltor, for example, enabled the Selectour agency to sell tours to Namibia and Uzbekistan to young people who previously would never have set foot in a travel agency.
The other side of the coin: Uberization and saturation
This TikTok and Instagram tourism movement is not without consequences. It is leading to an Uberization of the tourism industry. Many travel planners are launching without legal status, offering services similar to traditional agencies without insurance or refund guarantees. Traditional agencies denounce this as unfair competition.
The impact is also being felt locally. Some places like Etretat, the Cinque Terre, and Bali are seeing their visitor numbers explode. The environment, infrastructure, and local life are suffering. Sociologist Saskia Cousin speaks of "destructive concentration": the more a place is showcased, the more it attracts visitors, until it reaches saturation point.
Aestheticization and FOMO, the drivers of TikTok and Instagram tourism
TikTok and Instagram tourism rely on two powerful psychological pillars: aestheticization and fear of missing out (FOMO). Users also want to experience the same thing as the video: same photo, same dish, same spot.
Cities are adapting: installing swings, giant letters, automatic photo booths at the top of chairlifts... The goal: to offer "Instagrammable moments." Tourism is becoming a performance and consumption of images, to be shared immediately.
Towards a more responsible TikTok and Instagram tourism?
In the face of criticism, some influencers are adopting a more sustainable approach. They advocate train travel, micro-adventures close to home, and warn against the effects of mass tourism. This is the case for Tolt and Guillaume Payen, who promote accessible and responsible destinations.
Accounts like Un Monde à Vélo show that another TikTok and Instagram tourism is possible, one of slowness, sobriety, and the rediscovery of territories.
What you need to know
TikTok and Instagram tourism have radically changed the way we travel. Faster, more inspiring, and more visual, they meet travelers' needs for modernity and personalization. But they also bring negative effects: site saturation, ecological impact, and market deregulation.
As an influencer marketing agency since 2016, ValueYourNetwork supports brands and tourism professionals to make the most of these new levers while building responsible strategies. Creators of sustainable synergies between influencers and businesses, we help you 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 are transforming cities into places of visual consumption, with installations designed to be photographed.
What are the risks of TikTok and Instagram tourism?
The risks are the saturation of sites, the degradation of ecosystems and the proliferation of unregulated actors 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 are leveraging TikTok and Instagram travel to create targeted influencer campaigns that generate traffic.commitment 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 advice or new discoveries.
Are TikTok and Instagram tourism influencers still sponsored?
No, but a significant portion of content is funded by brands, which sometimes makes it difficult to distinguish between advertising and recommendations.
Which places have been transformed by TikTok and Instagram tourism?
Etretat, Cinque Terre, Bali and Iceland are examples of places transformed by TikTok and Instagram tourism.
How to discover more responsible destinations with TikTok and Instagram tourism?
Just follow creators committed to sustainable tourism, who share alternatives to flying and crowded destinations.
Does TikTok and Instagram tourism influence travel agencies?
Yes, some agencies are boosting their business thanks to TikTok, reaching a younger and more connected clientele.