4 in 10 Travellers Visit Sites to Capture Social Media Content

TUI Group, together with travel‑marketplace Musement, has released new research that highlights the growing impact of social media on travel behaviour. The study, published on the TUI Group newsroom, found that 4 in 10 travellers visit tourist sites specifically to capture content for platforms such as Instagram and TikTok. It also shows that a majority of respondents use social media to plan trips, with visual appeal and shareability becoming key decision factors.

According to the survey, which sampled travellers across multiple countries, 70 % of participants turn to social media for inspiration, while 40 % say they visit a location primarily to create shareable moments. The research further indicates that 60 % of travellers would recommend a destination based on its online visual presence, and that “Instagrammable” experiences are increasingly shaping destination popularity. The findings point to a shift in how destinations are marketed, with digital storytelling and content‑friendly attractions gaining prominence.

The study underscores the importance of a strong digital presence for tourism stakeholders. By recognising that social media content creation now drives a significant portion of travel decisions, destinations and travel providers can tailor their offerings and marketing strategies to better meet the expectations of a digitally engaged audience.