TikTok is changing how Gen Z finds holiday ideas in Spain
The perfect reel of some colourful tapas, a quirky village festival or a winding mountain path can now inspire a […]
A new study reveals how TikTok is reshaping how Gen Z plans holiday trips to Spain. The research, conducted by TUI Musement with Appinio in January 2026, found that 48% of Gen Z travelers (born 1997-2012) believe they get holiday ideas from videos on the platform, surpassing recommendations from friends and family at 43%. Traditional online searches were still a common source, cited by 42% of participants.
Once traveling plans are underway, content from TikTok remains influential. Over 40% of survey respondents said they booked a trip or activity after seeing a viral post, with 50% of Gen Z travelers doing so. Influencers also played a significant role, with 43% of respondents citing their impact on travel decisions. Spain's vibrant food culture, scenic landscapes, and historic sites all provide ample inspiration for short videos that can influence future travel.
Spain's tourism site is leveraging social media to showcase off-the-beaten-path traditions, villages, and rural experiences. Popular video topics include traditional grape harvesting, heritage sites, and nature-based escapes like thermal baths and countryside hikes. This visual content encourages both first-time visitors and locals to explore lesser-known aspects of Spain.
The pressure to share exciting travel experiences online appears to be higher among younger audiences, with 45% of Gen Z respondents feeling this pressure compared to 37% of the overall group.
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