TikTok confirms itself as the preferred search engine for travel planning, with 70% of users booking trips thanks to the platform's authentic content. Searches for alternative destinations and personalized travel trends are increasing.
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TikTok is transforming the way travelers plan and book their vacations. According to the TikTok Marketing Science EU5 Travel on TikTok 2025 study, 70% of users have booked a trip or experience thanks to content on the platform, with 28% choosing to book because they perceive the content as authentic and real, far from traditional advertising.
The travel community on TikTok mainly consists of nature and outdoor activity enthusiasts (47%), culture and history lovers (44%), and families (36%). The platform is used as a search engine to plan itineraries by three-quarters of travelers, confirming itself as an essential reference point for vacation organization.
51% of users search for travel-themed content at least once a week, while 81% find planning directly in-app more fun and engaging. Additionally, 69% discovered a new destination thanks to TikTok in the past year.
Summary
Emerging Trends and Growing Destinations
Destination searches are rapidly increasing in the European Union, with places like Liechtenstein (+335%), Mount Olympus in Greece (+321%), Costa Brava in Spain (+246%), and Lake St. Andrews in the United Kingdom (+133%) topping the list.
Among the most relevant trends are “Destination Dupes,” meaning searches for cheaper and less crowded alternatives to mass tourism destinations, leading to increased video views on Montenegro (+164%) and Albania (+61%). At the same time, interest is growing in Slow Travel and Soft Adventure, with hashtags like #SlowTravel (+293%) and #WellnessResort (+530%) reflecting a desire for immersive experiences, wellness, and contact with nature.
Travel is becoming increasingly personalized and aligned with travelers’ values, as shown by the 91% increase in views for the hashtag #OnceInALifeTime. Furthermore, the Set-jetting phenomenon continues to push tourists towards their favorite TV series and movie filming locations, with a 28% increase in views for the hashtag #FilmingLocation.
Impact on Business and Tools for Brands
TikTok is not only a source of inspiration but also an effective purchase driver. 96% of users consider travel creators and brands active on the platform reliable. To support companies in the sector, TikTok offers solutions such as Travel Ads powered by Smart+, which display personalized and relevant ads, facilitating conversion from discovery to booking with a single click.
From Data to Practice: What We Observe in Travel Content
The trend confirmed by the study is also reflected in the editorial experience of FullTravel, present on TikTok with the profile @fulltravel.it. Short content dedicated to destinations, hotels, villages, itineraries, and local experiences shows how vertical video has become a powerful tool to ignite travelers’ curiosity.
Increasingly, interest arises from an image, a detail, a panoramic view, a hotel room, a natural landscape, or an experience told in a few seconds. From there, a more in-depth search can begin: where is that place, when to go, how much it costs, where to stay, what to see nearby.
TikTok, therefore, does not necessarily replace guides, articles, and in-depth content but increasingly enters the first phase of travel: inspiration. It is the moment when an unknown destination becomes desirable and begins to turn into a possible booking.
Pubblicato in Digital Travel
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