Viral Vacations: TikTok Influences Nearly Half of Brits’ Holiday Plans; Australia Tops Destination Wish List

• 4 in 10 (39%) Brits claim to spend up to seven hours a week planning holidays on the app
• 46% of us trust TikTok recommendations more than other review websites for holiday suggestions
• Almost 2 in 5 Brits aged 18-25 inspired to visit Australia after seeing videos on TikTok   
• 596,000 Brits travelled Down Under in 2023, a trend set to continue with Sydney, Melbourne, and the Gold Coast topping the list of Australian cities Brits want to visit

London, UK, 03 April 2024: TikTok is emerging as the go-to place for travel inspiration and planning, with new research from Tourism Australia revealing nearly half of British adults (47%) are turning to the app to plan their holidays and 2 in 5 stating their purpose for it is to seek reviews on activities and experiences to do while on holiday.

TikTok is not only a platform loved by Gen Zs for learning trending dances and watching cat videos but is seen as a trusty travel buddy too. The new research uncovers why adults across the nation use TikTok for holiday planning, with top reasons being where to go (39%), where to eat (37%), and discovering budget-friendly things to do (33%). The research also shows an increase in holiday planning on TikTok among Brits over the last two years: 39% spend an additional four to seven hours researching their next getaway on the app per week. Among Gen Zs aged 22 to 25, over a third spend one to three more hours per week compared to the last two years. 

Australia has emerged as a top contender in the TikTok travel scene, with almost two in five respondents aged 18-25 wanting to visit Australia in the next 12 months after seeing incredible travel TikTok’s. Thanks to Australia’s Working Holiday visa, it has never been so easy for Brits aged 18 to 35 years inclusive to live and play the Aussie way. 

Japan, Canada, Thailand, and New Zealand round out the top five long-haul destinations Brits want to visit after seeing them on TikTok. So, if you don’t know get to know, as data by TikTok reveals the top five searched for Australian destinations in 2023 were Sydney (171.2k), Melbourne (33k), Perth (28.5k), Brisbane (14k) and Darwin (19.9k). 

The allure of Australia extends beyond its city horizons, with the top three reasons for wanting to visit after seeing TikTok content is the country’s beaches and coastline (31%), weather (25%), and the lifestyle and culture (22%). 

Commenting on the research, Sally Cope, Tourism Australia’s Regional General Manager for UK & Northern Europe said: “TikTok brings travel experiences to life through your phone, it’s a natural fit for people to seek out their next destination inspiration whilst scrolling. With golden beaches, unique wildlife, and vibrant cities that make for great visual content, it’s no surprise that Australia is a popular destination explored on TikTok. For young Brits, there is also the chance to live and travel for an extended period on a working holiday. It’s one thing seeing it on a screen, but a whole other world discovering it in real life, so we welcome everyone wanting an adventure to last a lifetime to visit.”

The influence of TikTok on making travel decisions is undeniable, with over 57% agreeing that they are more likely to visit a destination if they have seen it on TikTok. Furthermore, a massive 60% of 22 to 25-year-old’s have booked trips to destinations they saw on TikTok in the last 12 months. 

Check out Australia’s TikTok or visit australia.com to bring your TikTok feed to life and start planning your next holiday Down Under. 

ENDS