A TikTok ban would disrupt tourism marketing

Airlines, destinations, and hotels are major advertisers on TikTok, with Booking.com being TikTok’s biggest customer

The momentum behind the push to ban TikTok in the U.S. has intensified once again, signaling potentially significant repercussions for the travel industry. TikTok stands as one of the foremost marketing platforms globally, and any political pressures or partial restrictions could severely hinder its utilization within the travel sector.

Key takeaways

• TikTok boasts a user base of over 170 million Americans. Within the realm of travel, Americans utilize TikTok for a multitude of purposes including research, entertainment, education, garnering trip ideas, as well as accessing travel tips and hacks;
• Many users appreciate TikTok as it offers an alternative to their reliance on Google, particularly in light of rising costs associated with paid search on the Google platform;
• If TikTok were to be banned, travel brands would forfeit the opportunity to advertise to one of the world's largest outbound tourism markets. In the absence of this significant market presence, companies may opt to redirect their resources towards alternative marketing avenues such as Instagram.

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