MGH, a full-service marketing communications agency that specialises in tourism marketing and more, today released the results of a recent national survey of TikTok users in the United States, that explores how the social media platform drives tourism discovery and action.
The survey shows that TikTok, with its recently announced 150 million users in the United States, has a major impact on the travel and tourism industry, as 60 percent of surveyed TikTok users have become interested in visiting a new destination (city, beach, park, etc.) after seeing a TikTok video about it.
The survey demonstrates that TikTok isn't just driving interest, it's driving users' actions as well. The survey indicated that 35 percent of TikTok users in the United States, or approximately 52.5 million people, have travelled to visit a new destination after seeing it on TikTok.
While users spanning all generations are inspired by TikTok to visit new places, the millennial generation is particularly influenced by the social media platform when it comes to their travel plans, as 45 percent of United States TikTok millennials (aged 25-44) surveyed have travelled to a new destination they saw on TikTok.
Social Media Marketing Director at MGH, Ryan Goff said that while the future of the social media platform hangs in the balance, the survey conducted has conclusive evidence that TikTok has an undeniable influence on the Travel Industry.
"While TikTok's future is uncertain, marketers shouldn't ignore the platform's short-term potential when there are very few tools left that have as big of an impact across audiences of all generations," added Goff.
The survey revealed that in addition to inspiring users to visit new destinations, TikTok motivates them to visit specific resorts/hotels or attractions they've seen on the platform. Of those surveyed, 32 percent have booked a stay at a new resort or hotel they saw on TikTok, while 28 percent have visited an attraction they saw on Tiktok, such as an amusement park, museum, or historical site.
The survey emphasised that all facets of the tourism industry can benefit from TikTok's influence on its millions of users in the United States. 18 percent of users travelled to a new city they saw on TikTok, and the same amount visited a new beach they had seen as well. 15 percent of users visited a new state park, lake, or nature reserve they had seen, and 12 percent attended a festival they had seen on the platform as well.
The survey was conducted in July 2022, with a 3.06 percent margin of error.
