TL;DR: TikTok drives bookings, not just buzz. Win by showcasing real experiences, leaning on UGC, and running Dynamic Travel Ads that turn scrolls into sales.
Before you scroll past, let’s get one thing straight: this isn’t a guide to trending dances or viral stunts. This is a guide for tour operators and attractions who want to turn TikTok views into actual bookings.
Nearly 1 in 10 Gen Z users now prefer TikTok over Google when researching what to do, where to go, and how to experience it. And with more than 1 billion active users worldwide, it’s no longer just Gen Z’s playground. Whether you’re running a zipline park, food tour, or historic museum, TikTok is where discovery happens—and we’re here to show you how to make that work for you.
In this guide, you’ll learn all the ins and outs of TikTok marketing for tourism brands, including a slew of examples of attractions doing it just right.
- Why is TikTok Marketing Important for Attractions?
- 3 Key Trends in TikTok Marketing for Tours
- Crafting Compelling Travel Stories and Experiences
- Creating a User-Generated Content Strategy for TikTok
- Tapping Into Trending Audios and Challenges
- Aligning Your Content With Cultural Events
- Optimizing Your TikTok Profile
- Using Hashtags Effectively
- Collaborating with TikTok Influencers
- Leveraging TikTok Ads To Drive More Bookings
- Engaging with Your Audience on TikTok
- Creating Interactive Content to Boost Engagement
- Running Contests and Giveaways
- Tracking Performance Using TikTok Analytics
Why is TikTok Marketing Important for Attractions?
TikTok is quite literally shaping the way people find, research, and choose where to go and what to do when they get there. A recent survey found that 60% of TikTok users have become interested in visiting a new destination or attraction after seeing it on TikTok. Another 18% have actually traveled to a new place after seeing it on the app.
If your target audience includes Gen Z, then TikTok is pretty much non-negotiable. This is because the app has quickly become that demographic’s go-to source for travel inspiration—studies show that up to 74% of Gen Z travelers use TikTok as a search engine. At least half of those users say they’d choose TikTok over Google when looking for information.
They say they like the video format of the results. Plus, they find the answers on TikTok more relatable, since the social app’s algorithm personalizes and curates content for each user. Whether searching for “unique things to do in Miami” or “hidden waterfalls near San Diego,” travelers turn to TikTok to guide their choices.
Benefits of using TikTok as an attraction
It’s not just about Gen Z — the platform’s audience is clearly broadening. In 2024, over 45% of U.S. TikTok users were 35 and older, including 13% in the 45 to 54 range and 14% over 55. Here are some other reasons why getting on TikTok is still a smart move:
- Low production costs, high organic reach. You don’t need a professional camera crew or a big ad spend to go viral. Raw, relatable content often performs better than polished videos.
- It’s easier to go viral. TikTok’s algorithm favors discoverability, meaning that even the smallest accounts can get millions of views, if the video clip hits the right notes.
- Visual storytelling is king. TikTok lets you show, not just tell. It’s ideal for travel brands because it allows you to highlight the sights, sounds, and emotions that make your attraction special.
- Fewer competitors (for now). Compared to Instagram or Google, TikTok is still underused in the tourism space. This means you can still get a head start.
3 Key Trends in TikTok Marketing for Tourism
TikTok is rapidly evolving into more than just a social media platform. It’s become a full-fledged search engine for travelers.
1. The rise of user-generated content (UGC)
Rather than relying solely on polished ads, brands are finding success with unedited, real content created by actual guests. For example, a couple publishes a video highlighting the beautiful architecture of a hotel in Bali, and the hotel republishes that video. This kind of content resonates especially with Gen Z travelers, who prioritize relatable, first-person accounts over perfection.
2. TikTok’s new, personalized “Dynamic Travel Ads”
This year, we’re also seeing one of the most powerful shifts in TikTok tourism marketing—the rise of personalized ads based on user behavior, not just demographics. Accor Hotels was one of the first to run a TikTok campaign using a new ad tool called “Dynamic Travel Ads,” which showed users hotel options that matched their interests, based on things like where they were looking to travel or what types of videos they’d been watching. This new ad model means you could target future guests with a custom offer before they even know what they’re looking for.
3. TikTok as a search engine
People are traveling to new cities, beaches, state parks, and even festivals—all because they saw it on TikTok. Optimizing your TikTok profile, captions, and video content for keywords like “things to do in [city]” or “best local tours” is just as important as using viral songs in your videos. Similar to how SEO helps people find your company on Google, it can also connect you directly with the people searching for experiences like yours on TikTok.
Crafting Compelling Travel Stories and Experiences
So, what kind of content can an attraction like yours post on TikTok? When it comes to a visual platform like this, storytelling goes a long way. Let’s look at The Shambles, for instance. The medieval UK street may not be a traditional attraction, but it is an excellent example of how something as simple as a street can turn into a global sensation, all thanks to a few videos on TikTok.
It all started when users began sharing clips of the street, framing it as something straight out of a fantasy novel. Many compared it to Harry Potter’s Diagon Alley. Soon enough, people started traveling from all over—not just to visit, but to recreate that exact TikTok video. The trend happened organically, but you can absolutely use storytelling to create something similar for your own attraction.
Every space has a story. Now ask: What makes your space cinematic? Maybe it’s a historic stop on your walking tour or a sweeping view from your zipline platform. The videos that went viral were simple POV walkthroughs, paired with whimsical music. They painted a scene. That kind of authenticity drives views, and, eventually, bookings.
Creating a User-Generated Content Strategy for TikTok
The easiest way to keep up with your content on TikTok is to have your guests produce it for you. That’s where user-generated content (UGC) comes in. Take a page from Made in Bern’s playbook: The regional tourism board in Switzerland ran a campaign asking visitors to post their own videos about the region, like a scenic hike or a cozy café, using the branded hashtag #madeinbern. They then curated and re-shared the best clips across their TikTok and Instagram accounts, giving the tourism brand a steady stream of community-produced content that gave future travelers a true glimpse of what to expect.
Tapping Into Trending Audios and Challenges
A lot of what gains traction on TikTok is aligned with trending audios and challenges. These trends give you a ready-made format and built-in audience—you just have to find a way to make it your own. Take Rock Town River Outfitters, for example. They posted a lighthearted video showing all the ways not to get into a kayak—think clumsy falls and splash landings—set to a popular audio track that’s often used to highlight funny mishaps.
It’s quick and relatable and reaches people who have already watched similar videos. And while the clip doesn’t directly promote the river tours, it does highlight the experience in a playful way. This kind of content works because it meets people where they are on the platform. Many are looking for a laugh. The video subtly plants the idea that kayaking with this outfitter is not only adventurous but also fun.
Aligning Your Content With Cultural Events
For this, we’ll look at Priceline. Ahead of the 2024 Super Bowl, the internet was buzzing about whether Taylor Swift would make it to the game to support her boyfriend, NFL star Travis Kelce, despite performing her Eras Tour in Japan the night before. Priceline jumped on the moment with its “Eras to End Zone” campaign, featuring a real couple (one a big Swift fan, the other a football fan) who used Priceline deals to attend both events. The campaign was clever and timely. More importantly, it showed off the brand’s services without ever feeling like an ad. The brands that do well on TikTok are the ones that are paying attention to the conversations happening on it and finding a way to join them.
Optimizing Your TikTok Profile
Since TikTok is now being used as a search engine, it’s important to have an optimized profile. When people land on your profile, they should know who you are, what you’re about, and how they can book. Make sure to:
- Use a recognizable profile photo. This could be your logo or a photo of your most popular experience.
- Write a decent bio highlighting what your attraction offers. Keep relevant keywords in mind.
- Add a clear call to action that directs people to “book, learn more, or visit your website.”
- Add a link to your website or booking page.
- Finally, pin your best videos. TikTok allows you to pin specific posts to the top of your page, where you can showcase your top-performing clips, testimonials, or FAQ-style content like “What to expect on your visit.”
Optimization works: When you search “things to do in Nashville” on TikTok, for example, one of the top results is a video from Photo Walk Nashville, a local operator offering photo experiences in the city. The video is titled “Five Best Things to Do in Nashville” and cleverly features the photo walk as the No. 1 recommendation. It doesn’t feel spammy because the creator opens with, “I’m going to unashamedly plug my own business,” before explaining why the experience is worth it.
Using Hashtags Effectively
Hashtags drive the TikTok algorithm. Just look at the #TikTokMadeMeBuyIt phenomenon. This is the hashtag that proves that TikTok doesn’t just inspire interest, but also drives action. And not just any action: It drives purchases.
According to TikTok’s own research, 41% of users have purchased something immediately after seeing it on the platform. Another 92% say they take some form of action after watching a video. While #TikTokMadeMeBuyIt is often linked to products like smart kitchen gadgets and other home goods, the psychology behind it applies to attractions, too.
Someone sees a breathtaking hike, a quirky museum moment, or a hilarious kayak fail—and suddenly, they have to experience it for themselves. For attractions, posting fun, natural content with the right hashtags isn’t just a smart move. It’s how someone goes from “that looks cool” to “I need to do that this weekend.”
Collaborating with TikTok Influencers
Booking.com was clever enough to take the viral #TikTokMadeMeBuyIt hashtag and make it its own. It’s a standout example of influencer marketing done right: The #TikTokMadeMeBookIt campaign. The brand asked guests to share vacation-worthy moments and tag their go-to travel buddy for a chance to win a dream trip, always using the hashtag.
The result was millions of views and a major boost in followers. Booking.com now has over 1.5 million followers on TikTok, thanks in large part to how they leaned into creator partnerships and user-generated content to spread the word.
It’s a great reminder that you don’t have to start from scratch. Adapting an existing trend to fit your brand and inviting creators, big or small, to join in—can attract the right people to your page.
Leveraging TikTok Ads To Drive More Bookings
TikTok has rolled out new ad tools that are perfect for attractions looking to drive bookings. One of the biggest updates is Search Ads, which lets you place ads on the search results page. So if someone types in “zipline near me” or “historic tour in London,” your ad can show up next to the videos they’re already exploring. It’s a smart way to reach people when they’re actively planning.
Then there’s Dynamic Travel Ads, which automatically pull in your live offerings—like available tours or open dates—and show them to users based on what they’ve been watching. So if someone’s scrolling through Paris travel videos, they might see an ad for your Paris walking tour, no search required. Accor Hotels used this strategy and saw a 46% drop in cost per booking and more than double the return on ad spend. Still think TikTok is just for dance trends?
Engaging with Your Audience on TikTok
Ryanair has cracked the TikTok code when it comes to engaging its audience. The airline’s secret ingredient? Humor. Ryanair regularly hops on trending audios and viral video formats, using nothing more than clips of their planes personified with eyes and lips, often “speaking” sarcastically about flight prices or travel mishaps.
It’s pretty absurd yet wildly effective. Ryanair leans into personality, making viewers feel like they’re in on the joke. That in and of itself makes followers want to comment. The results speak for themselves. Ryanair has millions of views, hundreds of thousands of likes, and an engagement rate well above TikTok averages.
For attractions, the takeaway is clear: you don’t need big budgets. Just stay on top of trends, let your space (or staff) shine, and keep it authentic. Humor, personality, and timing are the recipe to TikTok engagement.
Creating Interactive Content to Boost Engagement
If you want to boost engagement even more, make your videos interactive. Try adding a poll sticker to let viewers choose between two trails or activities, or ask a fun question in your caption like “Would you try this?” Giveaways also work well, like offering a free ticket in exchange for tagging a friend or sharing the video. Even a quick “send this to your travel buddy” callout can go a long way. The key is to make your followers feel involved, not just entertained.
Running Contests and Giveaways
Running contests and giveaways is one of the most effective ways to bring new people to your profile. The campaign by Experience Penang proves it. The Malaysian destination invited travelers to post videos using a catchy, custom-made song about Penang and tag them with #JomPenangExperience. In return, they could win a free stay at some of the region’s top hotels. It was a simple, fun incentive, and it worked. The hashtag racked up more than 134,000 views, while one of the main videos from the campaign pulled in over 44,000 views.
What matters here is tapping into what makes your destination—or attraction—unique, then turning that into something people want to talk about or win. Whether it’s a night at your lodge or a behind-the-scenes tour, people love the chance to participate, especially when they get something in return. Keep the entry rules simple and the vibe fun, and let TikTok’s algorithm do the rest.
Tracking Performance Using TikTok Analytics
The good news is that you won’t be operating blind on TikTok. The in-app analytics show us why certain videos perform better than others. In your “Creator Tools,” you’ll find built-in insights showing everything from how many people watched your video to how long they stuck around. Pay attention to key metrics like watch time, shares, saves, and comments.
These tell you what’s really resonating with viewers (and what’s not). Here’s a hint: Follower count matters less than engagement in this case. A video that’s saved or shared is worth way more than one that’s just scrolled past, especially for a travel brand. Then, once you know what’s working, you can create more of it.
Did a quick behind-the-scenes tour of your escape room get tons of comments? Try turning it into a series. Did your zipline clip get high shares but low watch time? Hook viewers faster next time. You can also use third-party tools like Sprout Social to keep track of trends over time. The more you use data to guide your content, the more likely you are to land on someone’s For You Page.
Combining TikTok with Email and Other Marketing Channels
Let’s tie this all up with an important reminder: TikTok doesn’t have to work in a silo.
Attractions like Still ATX, a distillery in Austin, show how the platform can (and should) seamlessly connect with the rest of your marketing funnel. Their TikTok page features fun, behind-the-scenes content about their spirits and team—while their link in bio sends viewers to shop their spirits or book a distillery tour directly. It’s a great example of using TikTok to spark interest, then making it easy for people to take action, without even leaving the app.
You can also tie TikTok into your email strategy. Try featuring your best-performing videos in your newsletter or teasing a giveaway on TikTok to grow your email list. Whether it’s a direct booking link or a list sign-up, every TikTok should invite viewers to go one step further. The more channels you connect, the smoother the path from discovery to conversion becomes.
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The major takeaway you should leave here with is this: When it comes to TikTok, you don’t have to reinvent the wheel. Just keep an eye on what your audience is already watching, listening to, and laughing at—and then find a creative way to show up in that space. Because when you do, real bookings do happen. Whether it’s jumping on a trend, remixing a popular sound, or reacting to a viral moment, TikTok will help your brand reach new people and convert them into more than just followers.
