The popular social media sensation TikTok is rapidly emerging as a powerful marketing tool in the tourism industry. Having one of the largest user communities on the planet – 1.7 billion as of Q3 2023 – and reaching audiences of all ages, the video sharing platform is increasingly being used to search for new destinations and travel experiences. To that end, businesses and local tourism authorities see the platform as a lucrative opportunity to engage in digital marketing.
Research by Greece-based digital marketing agency for travel and tourism services, Tourix, has revealed the most popular destinations in Greece that are actively utilizing TikTok as part of their digital promotion.
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TikTok as a Source of Inspiration
Recent surveys have demonstrated that TikTok is becoming an important factor in travel decision-making for its users, not only for destinations but also for activities, catering, accommodation and sightseeing. More specifically, 32 percent of users have chosen a hotel/accommodation based on relevant content they saw on the platform. In addition, 28 percent of users visited a museum or archaeological site; 18 percent explored a new city or beach; 15 percent explored a new park, lake, or natural attraction; and 12 percent attended a festival or event.
Millennials are among the most active group on the platform, with 35 percent regularly using the platform to get inspiration for new travel destinations. In the United States, 45 percent of millennials visited a destination after seeing a video on TikTok. According to another study, 60 percent of users reported that are interested in visiting a new destination after watching relevant videos on the platform.
This suggests that TikTok is not just a platform for casual entertainment but also a search platform for travel ideas and new destinations.
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Top Destinations
Tourix’s Tourism Marketing & Research team studied and analyzed the tourist destinations in Greece that officially use TikTok as one of their digital promotional channels. While TikTok usage is still relatively low in Greece, with less than 20 municipalities across the country and even fewer regional authorities utilizing it as a digital marketing tool, there are some notable standouts.
The Greek Tourism Organization (EOT) has created an official TikTok account with an active presence. The municipality of Aghios Nikolaos on Crete has launched an official destination account on the platform, creating engaging content and targeted promotional videos. The account has 20,000 followers and 25 published videos.
Other Greek destinations on the platform include Thessaloniki, the islands of Kefalonia and Karpathos, and the northern Greek city of Drama, which have managed to attract between 1,000 and 2,700 followers on their TikTok accounts. The official promotional video for Kefalonia has been especially successful, with over 1.8 million views.
@visitagiosnikolaoscrete Escaping from reality, diving into tranquility. Follow Nancy on an immersive boat trip to #MirabelloBay, where the calmness of the sea embraces her spirit. Indulging in 🦪 fresh seafood delicacies, she savors every moment of this coastal paradise. #AgiosNikolaosCrete #VisitGreece #crete #greekislands ♬ πρωτότυπος ήχος – Agios Nikolaos Crete
Emerging presence
Other Greek destinations regularly post content on their TikTok accounts, gaining new followers. These include the island of Kythira, Xylokastro in the Peloponnese, Parga in Epirus, Katerini in Macedonia, and the town of Hania, Crete. The city of Katerini is especially active, with almost 100 videos on its account. The islands of Corfu, Zakynthos, Serifos and Amorgos are also posting regular content.
Sfakia, Ierapetra and Kissamos on Crete, and the islands of Poros, Kea and Kos, and Thassos are all making their first steps on the platform.
At the regional level, Halkidiki in Macedonia boasts the biggest presence on TikTok, with 1,800 followers, 20 videos, and 4,000 likes. The South Aegean Region is another standout, with 900 followers, 30 videos, and 5,000 likes. At the national level, the Tiktok account of the EOT currently has 11,200 followers, while Discover Greece has 29,300 followers.
With information in Greek from moneyreview.gr.
