respondents who traveled for leisure over the past 12 months with at least one overnight stay
Method of interview
Online interview
Supplementary notes
The number of respondents per country was as follows: Australia (1,000), Brazil (1,000), China (1,002), France (1,002), Germany (1,001), Singapore (1,001), South Korea (1,001), United Arab Emirates (1,003), United Kingdom (1,001), and the United States (1,001).
Citation formats
Impact of social media influencers on trip planning worldwide 2024, by country
According to a November 2024 global study, roughly *** out of 10 surveyed travelers relied on social media influencers to plan their last trip. While ** percent of respondents in China and the United Arab Emirates stated so, only percent of surveyed German and French travelers relied on social media influencers for trip planning.
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Kantar. (February 4, 2025). Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by country [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/1558377/impact-influencer-trip-planning-by-country-worldwide/
Kantar. "Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by country." Chart. February 4, 2025. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/1558377/impact-influencer-trip-planning-by-country-worldwide/
Kantar. (2025). Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by country. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/1558377/impact-influencer-trip-planning-by-country-worldwide/
Kantar. "Share of Tourists Who Relied on Social Media Influencers to Plan Their Last Trip Worldwide as of November 2024, by Country." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 4 Feb 2025, /statistics/1558377/impact-influencer-trip-planning-by-country-worldwide/
Kantar, Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by country ÌÇÐÄÆƽâ°æ, /statistics/1558377/impact-influencer-trip-planning-by-country-worldwide/ (last visited August 01, 2026)
Share of tourists who relied on social media influencers to plan their last trip worldwide as of November 2024, by country [Graph], Kantar, February 4, 2025. [Online]. Available: /statistics/1558377/impact-influencer-trip-planning-by-country-worldwide/
