Travel in the age of scrolling: TUI Musement research reveals 4 in 10 travellers visit tourist sites to capture social media content | TUI Group

The study explores how social media influences travel inspiration, activity bookings and the way people experience and share their holidays

• 43% have booked a trip or activity after seeing a viral post

• 37% feel pressure to make their holidays look exciting on social media

• TikTok is the leading source of travel inspiration for Gen Z

Where do travellers find inspiration? Gen Z turns to TikTok
When looking for travel inspiration and ideas for things to do, travellers use a wide range of sources. Google and other search engines, cited by 42% of respondents, along with social media, are becoming as influential as, and in some cases more than, traditional word of mouth, with recommendations from family and friends mentioned by 41%.

However, the study points to a clear generational shift. Among Gen Z travellers, TikTok is the leading source of travel inspiration, cited by 48%, ahead of recommendations from family and friends, at 43%. This reflects the growing influence of visual and short-form content when it comes to discovering new destinations, activities and holiday ideas.

From inspiration to booking: the power of viral content
Social media does not just inspire; it also drives concrete decisions. According to the survey, more than 43% of respondents say they have booked a trip or activity after seeing a viral post or video. This trend is particularly strong among millennials, at 52%, and Gen Z, at 50%.

Content creators also play an important role. 43% of respondents say they follow travel influencers to decide where to go or what to do, while 27% say they have changed destination following this type of recommendation.

The study also shows that places made popular on social media continue to hold strong appeal: 37% of travellers say that, at least occasionally, they prefer visiting Instagram-famous spots over lesser-known places.

“A single image or video can now inspire travel, and we have steadily increased our focus on how we can best reach and engage our audience through platforms such as Instagram and TikTok. However, ultimately, what matters most is the holiday itself and at TUI Musement, we help people go beyond the viral moment to connect with the heart of a destination through authentic, expertly curated experiences,” says Mirco Fiumene, Managing Director Experiences & CMO TUI Musement.

The pressure to share the “perfect” trip
Obtaining visual content and sharing travel experiences on social media is part of the journey for most respondents and impacts how trips are planned and which experiences travellers prioritise. Nearly four in ten respondents, 39%, admit they have visited a tourist site mainly to take a photo or video. Furthermore, 73% share their holidays at least occasionally on social media, although one in four, 26%, prefer to share only with a small group of people.

However, this exposure can also create pressure. 37% of travellers say they feel the need to make their trips look exciting on their social media profiles, a figure that rises to 45% among Gen Z. The constant presence of social media can also affect travel companionship. For 18% of respondents, an obsession with photos and social media can be considered a red flag when choosing a travel companion.

Overall, the study confirms that social media has transformed the way people discover, plan and share travel, while the activities, tours and moments experienced in destination remain what connects travellers authentically with each place.

Notes to editors:
Findings from January 2026, following independent study conducted by Appinio for TUI Musement in Spain, Italy and the UK.