TUI Musement, the tours and activities arm of TUI Group, has published a study on what social media does to a holiday. Nearly four in ten travellers, 39 percent, say they have visited a tourist site mainly to take a photo or record a video. More than four in ten booked a trip or an activity after a viral post, rising to 52 percent among millennials. Among Gen Z, TikTok is the biggest source of travel inspiration at 48 percent, ahead of family and friends at 43 percent.
The study also measures the cost of that. 37 percent feel pressure to make their trips look exciting on their own profile, rising to 45 percent among Gen Z, and 18 percent count an obsession with photos as a red flag in a travel companion. The fieldwork was carried out by Appinio in Spain, Italy and the UK in January 2026.
So…:
How can you build something worth experiencing, not just worth filming?
Source:
Picture:
TUI (press) // Fabian Soltwedel