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US Joins Japan, Spain, Italy, France, Greece, Australia and New Zealand in the Social Media Tourism Takeover: Why These Countries Are the New Hotspots in this Era of Viral Content!
Published on
January 3, 2026
In the age of TikTok and other social media platforms, the US has joined Japan, Spain, Italy, France, Greece, Australia, and New Zealand as part of the social media tourism takeover. These countries are now the new hotspots, attracting millions of travellers who are inspired by viral content. As TikTok videos, Instagram posts, and YouTube vlogs dominate our feeds, destinations once hidden or underappreciated are now receiving unprecedented attention. The power of social media to shape travel decisions is undeniable. From Japan’s serene temples to New Zealand’s dramatic landscapes, these countries are capitalising on the digital wave. The global tourism industry has seen a drastic shift, where social media influences not only what people want to see but also where they want to go.
As trends go viral, these 6 countries are thriving, benefiting from increased exposure and massive travel surges. Let’s dive deeper into how social media is reshaping the future of travel. TikTok, in particular, has revolutionised the way we think about and experience travel. The rise of viral content, user-generated travel stories, and destination videos has created an entirely new world of travel exploration, leading people to discover hidden gems and embark on journeys they never imagined before. But with this shift in how destinations are marketed, what are the real consequences for countries and local communities?
TikTok: The New Travel Planning Tool
TikTok is no longer just a platform for entertainment and viral dances. It has evolved into a travel powerhouse where people can instantly access recommendations, tips, and firsthand experiences. A simple 30-second video showcasing a scenic view, a local food experience, or a cultural landmark can generate millions of views, influencing thousands, if not millions, to visit that destination.
Countries like Japan, Spain, and Italy have seen incredible surges in tourism, much of which can be traced back to TikTok videos that showcase the beauty of specific locations. According to research, exposure to short-form travel content on TikTok can significantly influence destination choices by tapping into the emotional appeal of a place. This visual storytelling often drives immediate action — viewers save posts, plan trips, and share videos with their friends.
For instance, Kyoto in Japan, a city famous for its ancient temples and tranquil landscapes, gained immense popularity through TikTok videos showcasing the beauty of its historical districts. The result? Increased foot traffic and greater tourism demand than ever before. However, this sudden rise in visitors has raised concerns about the sustainability of such growth.
The Power of Social Media: Influencing Travel Decisions
Research has shown that TikTok is becoming a primary source of travel inspiration for millions of users worldwide. Social media platforms are no longer just tools for socialising. They have become decision-making engines. For many, the journey of booking a holiday begins not with searching for flights or hotels, but with scrolling through TikTok for the latest travel tips, destination reviews, and hidden spots revealed by fellow travellers.
Unlike traditional travel advertising, social media offers a more authentic, peer-to-peer connection. Users trust their friends, family, and influencers more than they trust brands. When someone sees a TikTok video showing a stunning beach in Thailand, or a bustling market in Barcelona, it sparks curiosity and excitement — and most importantly, it makes people want to book that trip.
Spain has long been one of the world’s most visited countries. But with TikTok’s rise, the country’s tourist hotspots like Barcelona and Madrid have seen an increase in visits driven by viral videos. The impact is not limited to traditional cities; even smaller towns have benefited from this newfound attention. Locations that were once known only to a handful of visitors are now attracting tourists from all corners of the globe.
From Hidden Gems to Overcrowded Attractions
The increased visibility brought by TikTok does not come without challenges. Popular destinations are now facing unprecedented overcrowding. For example, places like Santorini in Greece, and Venice in Italy, once picturesque and peaceful, are now overwhelmed by tourists — in part due to viral videos posted on TikTok showcasing their charm.
In Venice, local residents and officials have expressed concerns about the negative impact of overtourism. The crowds have led to disruptions in daily life, overburdened infrastructure, and environmental damage to the city’s canals. What was once a tranquil getaway for travellers has now become a destination plagued by too many visitors.
This phenomenon is not isolated. The Canary Islands in Spain, famous for their year-round sunshine, also saw a surge in visits after certain spots went viral on TikTok. But this surge has led to anti-tourism protests, with locals voicing frustration over the overwhelming crowds and damage to their communities. Local governments are now grappling with how to balance the economic benefits of tourism with the quality of life for residents.
The Economic Impact of Social Media Tourism
While TikTok tourism undoubtedly brings in substantial revenue for countries, it also forces destination managers and tourism boards to rethink how they promote and manage growth. Spain’s Turespaña, the country’s national tourism agency, has acknowledged the role of social media in shaping the perception of Spain worldwide. The agency has embraced social media as a vital tool for attracting tourists, but it also recognises the challenges posed by overtourism.
France has experienced similar patterns. The French Ministry of Foreign Affairs states that social media is a key element in promoting the country’s diverse regions, from the bustling streets of Paris to the quiet charm of the Provence countryside. But the country has also witnessed the negative effects of viral tourism, with some areas seeing so many visitors that local economies and ecosystems are struggling to cope.
These countries have responded by encouraging sustainable tourism practices, advocating for visitors to respect local cultures and the environment, and offering incentives to explore less-crowded destinations.
The Role of Influencers in Tourism Marketing
Social media influencers play a significant role in the promotion of tourist destinations. As trusted voices with large followings, influencers help shape perceptions and inspire travel decisions. Many national tourism boards and local governments have partnered with influencers to boost destination marketing efforts, knowing that these individuals can reach millions of potential travellers in a matter of days.
However, as influencers flock to new destinations to capture stunning content, their influence can exacerbate the problems associated with overtourism. Influencers are often invited by destination marketing organisations, but there is concern that exposure of hidden gems can bring unintended consequences.
For example, Bali, Indonesia, was once a tranquil paradise for travellers. Today, it is one of the most popular destinations on TikTok, and residents are feeling the pressure. Infrastructure, housing, and environmental resources are increasingly strained as the number of visitors rises.
Sustainability and Future Prospects
While TikTok tourism continues to thrive, there is growing pressure on governments to manage this wave of interest sustainably. Countries like New Zealand, which rely heavily on tourism, are looking to adopt more sustainable practices to prevent the negative impact of uncontrolled growth. The New Zealand Government has launched several initiatives to reduce the carbon footprint of tourists and promote eco-friendly activities.
Similarly, Australia has encouraged travellers to explore its vast landscapes beyond the iconic Great Barrier Reef and Sydney Opera House. By promoting lesser-known regions, the country hopes to distribute tourism traffic more evenly, reducing the strain on its most popular destinations.
TikTok: A New Era of Travel or a Passing Fad?
The question remains: is TikTok just another fleeting trend, or has it truly revolutionised the travel industry? Evidence suggests that the influence of TikTok and social media platforms is here to stay, and its impact on the tourism industry will continue to grow. With millions of users scrolling through their feeds every day, destination marketing has fundamentally changed. Travellers no longer rely solely on travel agencies or official websites. They turn to social media platforms where they can see real experiences, discover hidden gems, and make instant decisions about where to go next.
The impact of social media on tourism is undeniable, but the challenge for destination managers and governments will be to find a balance between promoting their countries and maintaining the quality of life for locals. The future of tourism will depend on how well countries can leverage social media to attract visitors while ensuring that the tourism experience remains sustainable.
The Transition in the Quality of Experience
The transition to social media-driven tourism, particularly through platforms like TikTok, has significantly altered the quality of travel experiences. In the past, travellers relied heavily on traditional sources like guidebooks, travel agents, and word-of-mouth recommendations to shape their itineraries. These methods often ensured a more curated, authentic travel experience, with a focus on local interactions and exploration.
However, social media now presents a more instant and visual experience. Platforms like TikTok offer an unprecedented level of exposure, where stunning locations, local food, or hidden gems can go viral within hours. This has made travel more accessible and diverse, introducing travellers to places they might never have discovered before. However, the speed at which destinations gain popularity also means that many tourists now visit based on trends, often bypassing traditional experiences for more Instagrammable spots.
While this trend has democratized travel, it has also led to overtourism, overcrowding, and loss of authenticity at some destinations. Popular spots can feel commercialized or overexploited, diluting the very charm that made them special. Thus, while social media makes travel more visible and exciting, it also raises concerns about sustainable tourism and preserving the genuine charm of destinations. The quality of experience has shifted from being local-centric to more mass-consumed, driven by the viral nature of digital content.
Conclusion
TikTok has undeniably altered the landscape of global tourism. From the streets of Kyoto to the islands of Santorini, the influence of viral videos and influencer marketing has made destinations more accessible and appealing. However, this new era of digital tourism comes with significant challenges, particularly concerning overtourism, infrastructure strain, and environmental impacts.
As countries and local governments work to find sustainable tourism solutions, one thing is clear: social media will continue to shape the way we travel, for better or for worse. The key lies in harnessing its power responsibly, ensuring that tourism remains a positive force for both visitors and local communities. With careful planning and sustainable tourism strategies, countries can ensure that the magic of TikTok tourism continues to inspire travellers, while protecting the destinations we love.
