TikTok made me go there: How viral videos are rewriting the travel map

‘Forget the guidebook. I found paradise on my For You Page.’ This single sentence, often seen in TikTok captions, is rewriting global tourism. In 60 seconds or less, creators are turning unknown villages into must-visit escapes, back alleys into global photo ops, and forgotten landmarks into booming hotspots. Today’s travellers are not relying on Lonely Planet; they are trusting an algorithm.

Take Albania’s Riviera, for example. Once an overlooked stretch of Europe’s coastline, it catapulted into the spotlight after a wave of TikTokers showcased its turquoise waters, budget-friendly beaches, and Mediterranean charm, capturing millions of views. Some reports suggested a spike in flight and hotel searches following each viral video, turning sleepy seaside towns like Dhërmi and Ksamil into summer magnets.

Then there is Skardu in Pakistan. Set against the dramatic backdrop of the Karakoram Range, it has long been a dream for adventure travellers, but TikTok changed the game. Videos of jeeps winding through snowy passes and drone shots of glacial lakes transformed Skardu into a trending keyword. The charm of raw, cinematic beauty, paired with local hospitality and low costs, made it irresistible to GenZ explorers.

Japan’s Ghibli Park, themed around Studio Ghibli’s whimsical films, also exploded on TikTok post-launch. Influencers and fans queued for hours, documenting every frame-worthy scene. The park leveraged this momentum by creating TikTok-friendly installations and releasing teasers timed to audio trends, ensuring a constant stream of viral content.

Short-form video platforms like TikTok and Instagram Reels have become the new travel agency brochures, but interactive, authentic, and wildly shareable. A single creator’s video can result in a ripple effect with thousands of saves, remakes with trending audio, tagged locations, and eventually, real-world bookings. For small and medium tourism enterprises (SMEs), this trend is a golden ticket. They don’t need million-dollar ad budgets, just a smartphone, a story, and the right strategy.

How SMEs can harness the TikTok travel boom

1) Tell real stories in real time: Travellers today crave authenticity over polish. Behind-the-scenes views of your homestay, how a local dish is made, or even a funny guest interaction can hook viewers. Show your team, your pets, and your morning chai spot to humanise your brand.

2) Ride the audio wave: TikTok is as much about sound as visuals. Syncing your video to trending audio increases its discoverability. Keep tabs on what is trending and repurpose it creatively.

3) Partner with micro-influencers: Partner with travel creators who have 10K–100K followers but high engagement rates. Invite them to experience your property, offer exclusive content, and let their audience discover you through a trusted lens.

4) Geo-tag smartly: Always tag your exact location, not just the country or city. This helps travellers find hidden gems and allows TikTok’s algorithm to serve your video to potential visitors searching for that destination.

5) Create ‘saveable’ moments: Think beyond services and offer TikTok-friendly moments. A swing with a mountain view, an Insta-worthy breakfast spread, or a hidden waterfall trek. Travellers love sharing, and SMEs can be the stage for their next viral video.

6) Engage with comments: Answer queries, drop emojis, and say thank you. Engagement signals popularity, which boosts visibility. Plus, it builds relationships that often turn into bookings.

Rethink tourism marketing

Traditional tourism promotion is being disrupted, not slowly but suddenly. Brochures, static websites, and glossy ads are no match for the dynamism of short-form video. And unlike billboards or TV slots, TikTok gives SMEs a level playing field.

GenZ and millennial explorers are curating their dream vacations one scroll at a time. And in this attention economy, every second counts. So, turn your rooftop view into a viral moment. Let your night safari become someone’s wanderlust video. Make your local cooking class the next aesthetic trend. For SMEs, this is the moment to stop chasing tourists and start inviting discovery, one trending video at a time.

‍