More than ever, tourism is growing in popularity—and this is not just word of mouth. According to recent statistics, over 1.4 billion people travelled internationally to recognized tourist locations. Besides the fact that the world feels closer and interconnected due to discounts on travel fees, more attainable visas, and much more, other factors are in play.
Before, the tourism industry relied on TV commercials or blogs to attract the travel community’s attention. But it’s the 21st century, and social media is taking the lead in influencing tourists’ decisions.
Therefore, for businesses asking the question, “How can I best reach my audiences?”, social media might be the answer.
The Influence of Social Media
Social media is no longer simply a conduit that keeps us connected with friends—it has become a part of our routine, influencing nearly every facet of our lives. From choosing the right outfit to discovering the ultimate skincare regimen, it’s also significantly impacting where we go on vacation. In other words, social media is the news of the 21st century.
When it comes to tourism, here are the top social media platforms by monthly active users as of early 2025:
- Facebook has approximately 2.96 billion monthly active users.
- YouTube (boasting around 2.51 billion monthly active users)
- While Whatsapp is the next, Instagram, with over 2 billion monthly active users, takes the next spot. Instagram’s focus on visual content is why it is perfect for showcasing stunning travel imagery and connecting with a younger audience.
- With around 1.05 billion monthly active users, TikTok is used by tourism brands to create viral travel content that resonates with younger travelers.
If your tourism location is in Asia (particularly China), WeChat’s social networking capacity gives it an edge in tourism promotion.
Take note that today’s most popular platforms are still being improved, and travelers are increasingly turning to them for inspiration to create their travel bucket lists.
Why Tourism Relies Strongly on Social Media
Social media’s role in tourism is undeniable. It’s not just about likes and shares—it’s about meaningfully connecting with potential travelers (and, of course, making more sales).
A. The Power of Pretty Images from Tourism Centers
As has already been established, tourism is driven by visually engaging content. Stunning images and videos shared on social media can quickly make a destination go viral, as long as they are visually satisfactory.
A simple sunset photo over the beach or a drone shot of a mountain range can inspire wanderlust and get travelers looking to book. Therefore, you may want to start considering how you can visually depict your destination—or your business—as it’s the storytelling that thrives on social media.
B. How Influencers Stir Interests
Similarly, social media influencers also play a direct role in stimulating the desire for tourism, especially after they create travel blogs. From their weaving personal accounts with detailed itineraries and behind-the-scenes peeks to ‘go-with-me’ videos, influencers succeed in creating desirable perceptions of places that end up striking a rise in the number of people that choose to travel.
This is how it works:
If a popular influencer shares positive travel experiences on their social media, others (especially die-hard fans and followers) become interested and trust them—they are highly likely to replicate what they see the influencer doing.
However, you must collaborate with the right influencers on your brand’s account for substantial exposure.
C. User-Generated Content and Real-Life Experiences
It isn’t just professional influencers who help fuel the social media tourism explosion, though—everyday travelers do, too.
User-generated content (UGC) is the closest to authentic content. When people share their own personal stories like that—whether it’s a picturesque sunset or a lesser-known experience in a city—the audience relates to it on a level that advertising will never be able to touch.
In essence, social media platforms have become a large community of shared travel experiences, and that personalized touch is worth its weight in gold to the tourism industry.
Getting your visitors to share their experiences with a hashtag or reposting their posts creates a buzz that adds credibility to your brand.
The Secret Ingredient from Big Companies: Marketing Agencies
If you don’t already know, many successful tourism campaigns are powered by marketing agencies working behind the scenes to craft that strategy to ensure that the right audience receives the right message.
Clear Sky Tourism, our leading social media marketing agency, is an excellent example. As an agency that mixes traditional tourism marketing and modern digital strategy to achieve excellent results, we are willing to work with you, by you, and for you to ensure your business meets the numbers you aim to meet.
Our unique selling point is our well-experienced ability to use social media channels to convert bookings and enhance visibility without you needing to lift a finger.
So, if you want to have a real impact in the tourism area or drive tourists and travelers to your destination, let us assist you in every phase of the journey. Contact us today!