Delphi Economic Forum Explores TikTok Effect on Travel Decisions

Greek Journalist Alexandra Gouta with Head of Global Business Solutions at TikTok for Europe and Israel, Stuart Flint. Photo source: Delphi Economic Forum.

The effect of TikTok on travel decisions and sales came into the spotlight at this year’s Delphi Economic Forum held in Delphi, Greece, in late April.

Addressing the forum, head of Global Business Solutions at TikTok for Europe and Israel, Stuart Flint cited study findings according to which 77 percent of those polled said TikTok inspired them for a travel-related destination or product, with the #TravelTok hash tag reaching over 8.8 billion views and the #AncientGreece tag reaching 550 million views.

More than half of TikTok users went ahead an purchased a trip after seeing a video with 74 percent of all sales not planned.

The #AncientGreece hashtag has surpassed 550 million views on TikTok.

Flint went on to add that TikTok was now the new way to approach travel for both discovery and planning, increasingly used for travel inspiration, finding the next popular holiday destination, restaurants, attractions and more as well as being an opportunity for travel brands and tourism organizations to reach out to new audiences looking to be inspired.

Head of Global Business Solutions at TikTok for Europe and Israel, Stuart Flint. Photo source: Delphi Economic Forum.

“TikTok not only sparks interest, but also actions, leading users to new destinations and experiences,” said Flint, adding that 58 percent of European users experienced cultural experiences offline after discovering them on TikTok.

Among others, Flint referred to the use of TikTok by airline companies and travel brands and to the success of the Greek National Tourism Organization’s (GNTO) campaign which garnered 26 million impressions and a reach of 11 million.

“Creators’ videos on TikTok are a unique travel diary of Greece’s historical and cultural heritage, reviving ancient myths, further popularizing the country, whose political, philosophical, artistic and scientific achievements are a legacy with an unparalleled impact on world culture”, he said.