86% of social media users feel inspired to travel to a destination after seeing images of it on their feeds, according to Travel Research Online.
TikTok has over a billion and Pinterest around 498 million monthly active users, and a big focus for many of these users is travel. #TravelTikTok and #TravelTok have 8.5 million and 1.4 million posts, respectively, providing aspiring travellers with their daily dose of wanderlust and holiday tips.
79% of South Africans prefer to travel domestically
Family-friendly travel is a big priority for locals
Nearly 75% of South Africans travel 1 – 2 times a year
50% say their holidays last at least a week
*Source: Getaway: https://www.getaway.co.za/travel-news/how-south-africans-like-to-spend-their-holidays/
It’s evident people rely on social media for travel inspiration – but the question is: what’s inspiring them? Here are the biggest travel trends on TikTok and Pinterest users’ radar right now.
TikTok Travel Trends
#AdventureTravel
Adventure travel tops the list for both social media platforms, with users posting about “places on earth that don’t feel real” and adventurous ways to explore them – from feeding flamingos at Kenya’s Kanaru Lake to feeling the water crashing down on you beneath Millford Falls (also known as Tamarind Falls) in Mauritius.
People’s desire for adventure travel is also evident on Pinterest, with searches for water park rides up by 170% and luxury safari lodges up 110%.
“Adventurous travel interests’ people because they’re craving a break from monotony. It also offers a sense of accomplishment and gratitude. Plus, since most adventurous activities are outdoors, travellers get an extra dose of fresh air, sunshine, and freedom,” comments Sue Garrett, GM of Supply Pricing and Marketing, Flight Centre South Africa.
View reveals
View reveal videos take the audience along for the journey, building anticipation before unveiling beautiful vistas, from 360-degree valley views to dramatic drone shots of the bushveld plains at sunrise.
“View reveals on social media rack up those likes because they tap into our curiosity and inject magic into our daily routines,” says Garrett “They remind us there are still hidden gems and extraordinary places waiting to be discovered, and that’s a powerful motivator for travel.”
Library travel
Libraries and bookshops have become relatively outdated since Kindles landed on the scene in 2007. But ‘hardcore’ readers (and followers of #BookTok) still believe nothing can compare to that dusty, musty smell of opening an old book and feeling the pages between your fingers – hence the rise in library and literary travel. Search these hashtags on TikTok, and your feed will flood with videos of people exploring amazing libraries and bookstores from around the world. Think floor-to-ceiling bookshelves with ladders, cosy reading nooks, and bottomless tea or coffee.
Solo travel
Solo travel still reigns supreme – and this trend has social media to thank for its ever-growing popularity. TikTok is full of content creators (most of them female) sharing their solo adventures to destinations far and wide.
For example, South African travel content creator @gopharitravels has over 186K followers and regularly posts about how solo travel has “set her free”. She’s ventured solo to Zanzibar, Zimbabwe, Kenya, and to many wonderful local hideaways, educating her followers on how to travel alone safely and make the most of the experience.
Pinterest Travel Trends
Slow travel
The ultimate travel trend on Pinterest right now? Slow, quiet travel.
“Searches for ‘quiet life’ have risen by 530% in the last year, according to Pinterest data, with most users searching for slow travel mainstays like glamping, cabins in the mountains, national parks, and village vibes,” says Garrett.
“This isn’t surprising considering the fast-paced, always-on lifestyles most people lead. Slow travel is a desired and much-needed escape from the constant clock-watching of the everyday.”
Mysterious places
The fear of the unknown is one of the world’s most common phobias. Despite this, millions of travellers are showing a heightened interest in scoping out mysterious, abandoned places. Haunted tourism is also skyrocketing, with people heading to haunted houses, haunted hospitals – basically any place known for its supernatural happenings.
According to Garrett:
“On Pinterest, searches for ‘exploring abandoned places’ and ‘haunted places’ increased by 230% and 155% respectively between 2023 and 2024. This trend is echoed on TikTok, where users are drawn to videos of travellers sharing their most intriguing ‘abandoned’ discoveries, from old Viking villages to abandoned mansions with dark stories.”
Top destinations
On Pinterest, it’s easy to see why certain destinations are trending. For example, searches for “London lifestyle” are up by 340% in 2024. Santorini and Goa are the hotspots for parties and nightlife, and Brazil is a firm favourite summertime destination. Myanmar is the go-to for history buffs and Singapore is a must for culture, while Morocco stands out as the most Instagram-worthy country of 2024. And foodies are in luck – this year, Pinterest users believe the tastiest experiences are right here in South Africa, with searches for “South African food” 320% higher than in 2023.
While these trends can leave you dreaming about the perfect escape, Garrett advises, “It’s important to remember social media often presents a curated version of reality. Don’t get swept up in the hype; instead, use these trends as a starting point for your own special adventure. A knowledgeable travel agent can help you create a bespoke holiday that’s right for you, rather than a one-size-fits-all trends-inspired getaway. It’s about finding the balance between inspiration and practicality.”
Social media can open your eyes to new possibilities, but careful planning and personalised advice will ensure your travels are as rewarding in reality as they seem online.
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