Travel in the age of scrolling: TUI Musement research reveals 4 in 10 travellers visit tourist sites to capture social media content
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
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.
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.
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.
Findings from January 2026, following independent study conducted by Appinio for TUI Musement in Spain, Italy and the UK.
About TUI Musement
TUI Musement is a global Tours & Activities business that combines a highly curated product portfolio, scalable digital platforms and in-destination service by local teams, to source, develop, distribute and deliver products in three categories:
- Experiences: Excursions, activities & attraction tickets
- Transfers: Between airports, hotels and ports
- Tours: Multi-day itineraries encompassing hotels, experiences, guides and transportation
Available in all major beach and city destinations, products are sourced from leading travel businesses or developed in-house by TUI teams, including the TUI Collection, the flagship experiences portfolio of TUI Group.
Products are distributed to customers, including the +34,7 million TUI customers, through TUI websites and apps – such as the Tours & Activities dedicated TUI Musement app, as well as in-destination local teams and B2B partners, including some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines. TUI Musement is one of the major growth areas of the TUI Group and employs approximately 7,000 people worldwide.
