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Social media use in travel and tourism

Statistics report on the use of social media in travel and tourism

This report presents a range of statistics and facts on the use of social media in travel and tourism. It provides key data on social media usage across the whole travel experience, from travel inspiration and planning to travel booking and content sharing during and after a trip. The report also focuses on influencer marketing in the travel and tourism sector, including figures on leading travel influencers on Instagram, YouTube, and TikTok.

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Table of contents

Travel inspiration

5
  • Premium Statistic Main resources used for travel inspiration worldwide 2024, by country
  • Premium Statistic Main resources for accommodation research worldwide 2024
  • Premium Statistic Main factors influencing holiday destination choices in Europe 2024
  • Premium Statistic Main resources for learning about new destinations according to U.S. travelers 2024
  • Premium Statistic Share of UK adults inspired by social media to try a restaurant while on holiday 2025

Travel planning

4
  • Premium Statistic Travelers' use of social media worldwide 2024, by purpose
  • Premium Statistic Preferred digital tools for planning the next trip among European travelers 2025
  • Premium Statistic Use of online travel planning resources among U.S. vacationers 2024
  • Premium Statistic Use of online travel planning resources among U.S. vacationers 2025, by generation

Travel booking

4
  • Premium Statistic Social media marketing effectiveness among trip planners in the U.S. 2024
  • Premium Statistic Impact of social media formats on travel purchases in the U.S. 2024
  • Premium Statistic U.S. travelers' openness to booking costly activities via social media 2024, by age
  • Premium Statistic Conversion rate of social media platforms for travel purchases in the UK 2024

Content sharing

4
  • Premium Statistic Leading city destinations on social media worldwide 2024
  • Premium Statistic Instagram: most used hashtags 2025
  • Premium Statistic Most popular travel destinations on TikTok worldwide 2024, by number of posts
  • Premium Statistic Use of TikTok for travel-related purposes in the UK 2024, by generation

Influencer marketing

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  • Premium Statistic Perceived usefulness of influencers worldwide 2024, by topic
  • Premium Statistic Influencer marketing engagement rates worldwide 2023, by industry
  • Premium Statistic Impact of social media influencers on trip planning worldwide 2024, by country
  • Premium Statistic Impact of social media influencers on trip planning worldwide 2024, by generation
  • Premium Statistic Gen Z and millennials' opinions on destinations found via social media worldwide 2024
  • Premium Statistic Influence of social media content on travel decisions in the U.S. 2024

Leading travel influencers

3
  • Premium Statistic Key information on leading travel influencers on Instagram worldwide 2025
  • Premium Statistic Key information on leading travel influencers on YouTube worldwide 2025
  • Premium Statistic Key information on leading TikTok travel influencers worldwide 2024
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