Gen Z Travel Trend: Short Videos on TikTok and Instagram Influence Destination Choices

A short video can turn a previously unknown location into a travel destination. Within seconds, coastal views, culinary districts, Tourism Villages, or city atmospheres can capture the attention of social media users and spark the desire to visit in person.

This habit has become deeply embedded among Generation Z, or Gen Z. TikTok and Instagram no longer only serve as entertainment platforms, but also act as inspiration sources for discovering Travel Destinations and activities for trips.

The short-form video format holds unique appeal. Prospective travellers can visualise the atmosphere of a location, preview culinary experiences through the screen, or follow someone's journey without needing to read lengthy written information.

Research published by TUI Musement in August 2026 confirms the powerful influence of TikTok content. Surveys conducted across Spain, Italy and the United Kingdom found TikTok is the primary travel inspiration source for 48 percent of Gen Z respondents.

This figure exceeds the rate for recommendations from family and friends, which were cited by 43 percent of respondents.

This influence does not stop at the initial idea stage. 50 percent of Gen Z respondents confirmed they have booked a trip or tourism activity after seeing social media posts or Viral Videos.

Across all study participants, over 43 percent had made travel bookings after being exposed to viral travel content.

The TUI Musement research also identified behavioural shifts once travellers arrive at their destination. 39 percent of respondents admitted they have visited tourist sites primarily just to take photographs or record videos.

Additionally, 37 percent stated they will sometimes prioritise locations popular on Instagram over lesser-known alternative destinations.

This trend is also being studied in Indonesia. The research paper How Short-Form Travel Videos on TikTok Drive Intention Through Presence, Enjoyment, Flow Experience in Indonesian Gen Z was published in the Journal of Islamic Economics and Business on 21 July 2026.

This study surveyed 237 Indonesian TikTok users from the Indonesian Gen Z demographic, and found that the viewing experience of short travel videos correlates directly with intention to visit Domestic Tourist destinations.

Deep immersive engagement, referred to as flow experience, was found to be the strongest factor shaping the desire to visit a location.

Researchers also confirmed that easy content comprehension and complete information contribute significantly to a positive viewing experience.

This means travel videos do not only attract audiences through scenic footage—they are most effective when they deliver a clear, accessible overview of the location being featured.

Separate findings come from a study examining TikTok's influence on Gen Z intention to revisit the Blok M commercial district of Jakarta.

This research was published in the Journal of Economics, Tourism Management and Hospitality on 6 July 2026.

Results showed TikTok content has a positive, statistically significant effect on revisit intention. Researchers also highlighted visual appeal, information quality, and content authenticity as critical factors driving traveller interest.

At the same time, this social media trend creates new challenges for destination managers. Locations that suddenly go viral can experience an extreme, rapid surge in visitor numbers within a very short period.

Without proper supporting management, this situation can cause overcrowding, long queues, strain on public facilities, and lasting disruption to the local environment.

Travellers must also understand that shared content rarely shows the full reality of a location. Camera framing, visit timing, weather conditions and editing can make a place appear very different from its actual day-to-day state.

For this reason, short videos should be treated only as an initial starting point for travel inspiration, not the sole basis for choosing a holiday destination.

Prospective travellers can verify and supplement information using independent traveller reviews, digital maps, official destination websites, and verified details about access and on-site facilities.

For destination operators, this trend opens opportunities to showcase local Tourism Potential through informative, authentic content. Videos that display real visitor experiences, pricing information, transport access and site rules will help travellers make properly informed decisions.