Move over, traditional travel agents! TikTok is now Spain’s go-to holiday-planning buddy, according to a new study by Alkemy Iberia and the Interactive Advertising Bureau.
Analyzing 1.7 million tourism-related comments across social platforms, researchers found TikTok’s short-form videos are helping users discover destinations faster than ever—think hidden beaches, budget-friendly stays, and viral food spots, all served up in under 60 seconds.
\"TikTok is essentially becoming a 24/7 travel agent,\" said Borja Lorenzo, the study’s lead. The app’s algorithm, which thrives on eye-catching visuals and relatable creators, is fueling a surge in niche destinations. Case in point: Spain’s lesser-known towns are now trending thanks to viral clips.
User Pati Alpuente told Xinhua the platform’s speed and variety make it her first stop for trip ideas: \"You get itineraries, prices, and local tips—all in one scroll!\"
Experts say TikTok’s rise reflects a broader shift among Gen Z travelers, who crave authenticity and instant inspiration. With Spain’s travel industry booming, brands are racing to craft TikTok-friendly content that clicks with this tech-savvy crowd.
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