The impact of TikTok and social media on tourism in Colombia: how they influence destinations and travel decisions

Tourism has ceased to be merely an economic opportunity to become a symbol of cultural connection, social transformation, and sustainability. In Colombia, this sector continues to grow. According to figures from the Ministry of Commerce, Industry, and Tourism, in July 2025, the country received 444,851 non-resident foreign visitors, 21% more than in June of this year , consolidating its position as the month with the highest number of foreign tourists so far in 2025.

The most sought-after experiences for visitors combine nature, tradition, and adventure. Activities such as coffee harvesting and tasting, hiking and diving, along with cultural walks, reflect the country's commitment to ecotourism and responsible tourism.

In this context, digital platforms have played a key role in the way travelers choose their destinations. TikTok has established itself as an inspirational guide for those planning their next getaway. According to global data, 90% of exploratory searches on the platform are related to tourism and travel , while in Colombia, 76% of users use it to discover destinations, influenced by content from real creators and travelers.

Hashtags like #Guajira, #Guapi, and #Puracé have already accumulated more than 150,000 posts, showcasing natural landscapes, ecotourism activities, and the positive impact on local communities. It's no coincidence that 72 percent of users say they've discovered new places thanks to TikTok and recommendations from other travelers.

But the platform's influence goes beyond inspiration: it also directly impacts travel planning. According to the figures, 54 percent of users say TikTok is their primary source of travel inspiration ; one in three uses it to organize their itineraries; and 40 percent search for ideas on places to visit.

Additionally, 31 percent research lodging options , while 29 percent explore destinations recommended by other creators.

The commercial potential is also evident. Seven in ten users consider TikTok to be the ideal space for travel and tourism brands to advertise , while 64 percent have discovered new brands through the platform, and 69 percent say it has increased their interest in luxury services.

With over 71 million posts under the #Travel hashtag, TikTok's travel community is positioned as one of the largest in the world .

In a landscape where digital content shapes travelers' decisions, digital platforms continue to establish themselves as key allies for the growth, sustainability, and transformation of tourism, both in Colombia and globally.

ANGIE RODRÍGUEZ - TRAVEL EDITORIAL - @ANGS0614