For years, the standard way to plan a holiday involved asking friends for tips, flipping through a guidebook, or scrolling Pinterest boards. That era is fading fast. A new study from TUI Musement, the tours and activities arm of the German travel giant, shows that short-form video has become the primary source of travel inspiration for a large share of young Europeans.
The research, conducted across Spain, Italy and the United Kingdom, found that 48% of respondents aged 18 to 27 (Generation Z) cite TikTok as a source of travel ideas. That puts the platform ahead of recommendations from family and friends, which came in at 43%. The findings underline a broader shift in how holiday plans are formed in the digital age.
From scroll to suitcase
The influence of social media is not limited to inspiration. More than four in ten travellers (43%) said that seeing a viral post or video led them to book a trip or participate in an activity. The trend was even more pronounced among millennials, with 52% saying they had acted on such content, compared with 50% of Gen Z respondents.
Influencers also play a significant role. 43% of those surveyed said the content creators they follow influence their choice of destination and activities. A notable 27% went so far as to change their destination entirely because of an influencer's recommendation.
“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,” said Mirco Fiumene, Managing Director Experiences & CMO at TUI Musement.
The findings align with broader trends in European travel. As Europe accounts for a third of global leisure travel spending, understanding how younger travellers make decisions is crucial for the industry. The shift towards visual, bite-sized content is also evident in other sectors, such as how TikTok shapes teenage eating habits.
The pressure to post
Social media's reach extends beyond the planning phase. Once at their destination, many travellers feel compelled to present their experiences in a certain way. Over a third (37%) of all respondents said they feel pressure to make their trips look more exciting on social media. Among Gen Z, that figure jumps to 45%.
This pressure can influence behaviour on the ground. Nearly four in ten travellers (39%) admitted to visiting a tourist hotspot primarily to take a photo or record a video. A similar share (37%) said they would, at least occasionally, choose an Instagram-famous location over a lesser-known hidden gem.
The phenomenon is not new, but the scale is striking. The desire to capture the perfect shot has even led some to plan trips around specific events, such as the 2027 solar eclipse, which has driven early travel bookings across Europe. For the travel industry, the message is clear: platforms like TikTok are not just a marketing channel but a fundamental part of the customer journey.
As TUI Musement's research shows, the line between inspiration and action is increasingly blurred. For European destinations and tour operators, adapting to this new reality is no longer optional. The question is not whether to engage with short-form video, but how to do so effectively.
