Social media use in travel and tourism - statistics & facts
In 2024, each online user around the world spent roughly 870 hours on social media, the equivalent of watching the 鈥淔orrest Gump鈥 movie every day for a year, with the average daily time on these platforms being 40 minutes longer than a decade ago. Videos and pictures of travel destinations, visitor attractions, and holiday activities represent an important part of the content that keeps social media users glued to their screens. In 2024, 鈥渢ravel鈥 was one of the most popular hashtags on Instagram of all time, ranking ahead of 鈥渇ood鈥 and 鈥渕usic鈥.
