4 in 10 travellers visit tourist sites to capture social media content

Four in ten travellers visit tourist sites specifically to capture social-media content. Among Gen Z, 48% cite TikTok as their main travel inspiration, 43% follow travel influencers, and 45% feel pressure to make trips look exciting online, while 37% prefer Instagram-famous spots. TUI Musement, a global Tours & Activities business with 7,000 employees, distributes curated experiences to over 34 million customers via its app, websites, local teams and B2B partners.