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We scroll through Instagram, TikTok or YouTube – and suddenly it’s clear: our next travel destination will be inspired by impressive images and videos from social media. This so-called ‘social media tourism’ is increasingly influencing travel planning, with destinations that are more frequently seen on social networks becoming increasingly important. Particularly photogenic places that are considered ‘Instagrammable’ attract the interest of many travellers. The visual appeal of this content leads many people to consider destinations they would never have considered without digital staging.
Social media as a source of inspiration
It is clear that social networks play a significant role in inspiring holiday destinations. A Bitkom study from 2025 shows that more than half (53%) of German holidaymakers who regularly use social media have been inspired to take a trip by these platforms in the last twelve months. Similarly, 64% of social media users said that they are inspired by social media content when choosing their holiday activities and destinations.
This trend shows that many travellers are becoming aware of new, unknown places and experiences through these platforms that they might otherwise never have considered. Social networks offer lesser-known destinations in particular the opportunity to reach a wider audience. Social media can thus inspire people to discover new destinations and broaden their travel habits, which in turn can lead to a more enriching holiday experience. It is particularly striking that 35% of holidaymakers specifically seek out photogenic backdrops and ‘Instagram-worthy’ experiences. This is especially true of the younger generation: over 40% of 18- to 24-year-olds are influenced by visual impressions from social media when choosing their holiday destination.
Why we trust influencers
Influencers can now play a significant role in travel decisions, as they convince not only through their images and videos, but also through the personal connection and trust they build with their followers. Tourism researchers emphasise that this trust-building makes travellers more willing to follow recommendations and book holiday destinations that they have previously discovered through influencers.
It is important to understand that travel decisions are rarely purely rational. Rather, they often arise from a mixture of impulses, emotions and social influences. A fascinating picture or video from an influencer can awaken wanderlust and trigger a desire for new experiences. But even if social media provides the initial impetus, the actual choice of destination is much more complex. Family, friends or partners often play a role in the decision, with their wishes and needs influencing the planning.
Shared (holiday) joys
For many people, sharing their holiday experiences during their trip is almost as important as the trip itself. This trend is particularly pronounced among 30- to 49-year-olds, 59 per cent of whom say they cannot go on holiday without posting on social media. But sharing holiday photos is also widespread among older generations: 40% of 50- to 64-year-olds and even 35% of over-65s regularly post their holiday pictures.
Digital travel inspiration: between dream destinations and personal experiences
According to a travel study conducted by tour operator TUI in 2025, social media is an important source of holiday inspiration. Platforms such as Instagram, TikTok and YouTube show us dream destinations that immediately appeal to us. But while these ‘digital dream destinations’ often give the impression of perfect paradises, expectations and reality can sometimes diverge. According to the Bitkom study, 49% of respondents said that a destination did not quite live up to the images on social media in reality.
What used to be travel agency catalogues are now influencers and content creators who can reach large followings and steer entire target groups. With their often breathtaking, perfectly staged images and videos, they are able to ensure that once undiscovered places suddenly become better known or that hype surrounding a hotel or destination intensifies. Social media thus has enormous power to put places in the spotlight and promote tourism. The trend of ‘TikTok tourism’ shows how quickly destinations can spread through viral videos and attract large crowds. An Instagram-worthy spot becomes a must-see! In some cases, this leads to crowds at well-known photo spots, such as the Eibsee in Bavaria, which experienced an unexpected rush due to social media.
The influence of social media on the holiday experience and personal well-being
However, intensive use of social media not only affects the choice of travel destinations but also influences the actual experience on site. 35% of social media users stated that they spend too much time on social media during their holidays and therefore enjoy the moment itself less. The pursuit of the perfect picture and the search for ‘Instagram-worthy’ places can diminish the original joy of the holiday. In such cases, the holiday becomes more of a performance for one’s followers than a real break. The ‘fear of missing out’ (FOMO) effect and the pursuit of the perfect holiday lead many travellers to visit places that are influenced by social media users and their travel behaviour, even though they might prefer a more authentic or peaceful experience.
Furthermore, looking at other people’s seemingly perfect holiday pictures also has an impact on individual well-being. 34% of social media users said that other people’s perfect holiday photos and videos make them feel dissatisfied with their own lives. Constant exposure to other people’s seemingly ideal holidays can lead to feelings of inadequacy, especially when reality does not match the high expectations set by social media.
Conclusion: The dual impact of social media on travel
Social media tourism has permanently changed travel planning. This presents an enormous opportunity for hotels, destinations and tourism providers: those who understand how and why platforms such as Instagram, TikTok and YouTube influence travel decisions can leverage this trend to their advantage. Instead of relying solely on traditional advertising, genuine, emotional content is becoming increasingly important on social networks – whether on your own account or that of cooperation partners. Visual inspiration, personal stories and authentic recommendations from influencers are a crucial advertising and communication platform in today’s world. That’s why it’s worthwhile for tourism companies to invest in a careful content strategy and add it to their marketing mix.
Sources:
Urlaub ohne Social-Media-Post? Ohne mich, sagt die Hälfte | Presseinformation | Bitkom e. V.
https://bitkom-research.de/news/sommer-sonne-selfie-posten-so-wichtig-ist-social-media-im-urlaub
https://www.tagesschau.de/wissen/forschung/social-media-reisen-100.html
Reise-Studie: So reist Deutschland | TUI
So beeinflussen Soziale Medien die Wahl des Reiseziels | tagesschau.de
“Ein virales Video reicht aus, um Massen anzulocken” – Südtirol News
Picture rights: ©iStock 9parusnikov