# Social media influence on global tourism trends

> Live situation record from CLSTR: https://clstr.news/situations/social-media-influence-on-global-tourism-trends
> Updated: 2026-10-10T05:00:31.000Z. Sources: 7. Developments: 2.

Recent studies indicate that social media is increasingly shaping travel habits and tourism decisions, particularly among younger demographics. In Spain, 34% of travelers aged 13 to 34 report visiting destinations seen on social platforms, a figure that decreases significantly with age.

Broader research involving travelers from the UK, US, Portugal, Spain, Italy, Germany, and France confirms this trend. Among Gen Z travelers, 59% report being inspired by online platforms, while 52% of those aged 25 to 35 state that social media influences their holiday choices. This represents a notable increase from 32% in 2024.

Regional differences exist in how social media impacts international travel. American travelers lead with 49% being likely to travel abroad due to social media influence, followed by Spain at 48% and Italy at 44%. In contrast, the UK shows the least influence at 25%. Additionally, Portuguese travelers are noted as the most active in sharing personal travel content, with 50% uploading selfies and photos.

## Claims

- Opodo conducted a study involving 9,000 travelers from the UK, US, Portugal, Spain, Italy, Germany, and France. (corroborated by 3 sources)
- 50% of Portuguese travelers upload selfies and personal photos from their trips. (corroborated by 3 sources)
- Spanish travelers rank second in uploading personal travel photos at 40%. (corroborated by 3 sources)
- 52% of travelers aged 25 to 35 say social media inspires their holiday choices. (corroborated by 3 sources)
- 59% of Gen Z travelers report being inspired by social media for travel. (corroborated by 3 sources)
- 49% of American travelers are likely to travel abroad due to social media influence. (corroborated by 3 sources)
- Only 5% of travelers aged 65 and older find travel inspiration on social media. (corroborated by 3 sources)
- 25% of British travelers report being influenced by social media for travel. (corroborated by 3 sources)

## Timeline

### 2026-10-10: Opodo study reveals social media's impact on global travel habits

An Opodo study shows social media heavily influences travel, especially for Gen Z and travelers in the US, Portugal, and Spain, with Portuguese users being the most likely to post vacation selfies.

4 sources. https://clstr.news/cluster/opodo-study-reveals-social-medias-impact-on-global-travel-habits

### 2026-09-23: Spain tourism trends show social media influence and domestic preference

Spanish travel trends show high social media influence among youth and a strong preference for domestic tourism, nature, and local gastronomy among the general population.

3 sources. https://clstr.news/cluster/spain-tourism-trends-show-social-media-influence-and-domestic-preference

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Cite as: Social media influence on global tourism trends. CLSTR, https://clstr.news/situations/social-media-influence-on-global-tourism-trends