Social media index 2024
More and more people are turning to social media to find inspiration for the best holidays and tours. Whether it’s Instagram or TikTok, social media can give you a glimpse of what to expect at your desired destination and suggestions for the best things to do there.
But which cities and countries are most popular on social media? Following the 2023 Social Travel Index, we’ve looked into the number of TikTok and Instagram posts, the number of Google searches, and the search increases over the last three years for the world’s most visited countries and cities. We’ve also revealed each country's most popular sights and landmarks on social media for 2024.
The most popular city destinations in 2024
1. Nice, France - 8.42 social travel score
Nice takes the top spot, with a social travel score of 8.42 out of 10. Nice had the third-highest number of TikTok posts and the sixth-highest number of Instagram posts, proving just how popular the second-largest city in France is. Sitting on the coast of France, Nice is a walkable city with beautiful beaches and gorgeous blue waters. It’s also just eight miles from Monaco and 19 miles from Italy, giving you plenty to explore outside the city.
2. London, United Kingdom - 8.17 social travel score
In second place is England’s capital city, with a social travel score of 8.17 out of 10. London has scored highly on social media, with the most Instagram posts and the second-highest number of TikTok posts. London is a versatile city with something for everyone, from historical landmarks to fantastic food spots and plenty of entertainment options.
3. Paris, France - 8.06 social travel score
Paris completes our top three with a social travel score of 8.06 out of 10. It is the second most Instagrammable city and the fifth most popular on TikTok. Paris has also racked up almost 50,000 Google searches in the last three years. The French capital epitomises sophistication and romance, with landmarks like the Eiffel Tower and the Wall of Love. A trip to Paris isn’t complete without exploring the Seine, one of the most historic rivers in Europe. Paris also boasts a fantastic shopping scene, whether your style is luxury or preloved, and delicious delicacies such as pastries, cheese, and wine.
The most Instagrammable city
1. London, United Kingdom - 164,890,942
London is the world’s most Instagrammable city with over 160 million Instagram tags. England’s capital has many photogenic spots, including the Tower of London, Big Ben and the London Eye, which provides a beautiful view of the city’s skyline.
The most popular city on TikTok
1. Dubai, United Arab Emirates - 30,200,000 TikTok posts
With over 30 million TikTok posts, Dubai is TikTok’s most trendy city. The most populous city in the United Arab Emirates, Dubai, is known for its luxury shopping, modern architecture and scorching weather. Dubai is also home to the world’s tallest structure, the Burj Khalifa. The skyscraper has a total height of 829.8 meters and dominates Dubai’s stunning skyline.
The most searched city
1. Dubai, United Arab Emirates - 116,400 Google searches
Dubai once again takes the top spot with 116,400 Google searches. Dubai has become one of the most popular tourist destinations in the world. Whether you’re craving luxury or adventure, Dubai has something for everyone.
The city with the biggest increase in Google searches
1. Brussels, Belgium - 427.27% increase in Google searches
Brussels takes the top spot with an increase in Google searches of 427.27% in the last three years. The capital of Belgium is famous for its unique Flemish art, gothic architecture, and chocolate. It’s an excellent place for a city break, with several landmarks to explore and plenty of exciting food to eat.
The city with the biggest increase in Instagram posts
1. Dubai - 11.25% increase in Instagram posts
Dubai has recorded the biggest increase in Instagram posts of over 11% in the last year. Dubai was tagged on Instagram more than 111 million times in 2023 and this figure rose to almost 124 million times a year later. Despite its rise in Instagram popularity, Dubai remained the sixth most tagged city on Instagram.
The city with the highest increase in rank since 2023
1. Bangkok, Thailand - increased by 14 places since 2023
Bangkok takes the top spot, rising 14 places since our 2023 social travel index. The capital of Thailand is known for its energetic streets, delicious street food, and exciting nightlife. It’s also a great place to go if you want to relax on a beach in the sun.
The most popular countries on social media
1. Japan - 8.87 social travel score
Japan takes the top spot, with a social travel score of 8.87 out of 10. Japan is teeming with natural beauty, from Mount Fuji dominating the Shizuoka skyline to Sakura’s beautiful sacred cherry blossom trees. If you like anime, you can walk down the anime district in Akihabara.
2. India - 8.41 social travel score
India comes in second place with a social travel score of 8.41 out of 10. It is a safe and tourist-friendly country with beautiful architecture and iconic landmarks. If you want to be close to nature, you can explore the Living Root Bridges or hike the Himalayas.
3. Canada - 8.07 social travel score
Concluding our top three is Canada, with a social travel score of 8.07 out of 10. Canada is a fantastic destination for those wanting to connect with nature. If you wish for adventure and adrenaline, there are several winter sports options, including skiing and snowboarding. You can also get your fix of adventure through camping in national parks. It’s a friendly country that epitomises the great outdoors.
The most Instagrammable country
1. India - 268,034,839 Instagram posts
India is the world’s most Instagrammable country, with over 250 million Instagram posts. India boasts many Instagrammable monuments and landmarks, including Amber Palace, Sri Harmandir Sahib, and, most notably, the Taj Mahal, one of the seven wonders of the world.
The most popular country on TikTok
1. India - 58,300,000 TikTok posts
India is also the most popular country on TikTok, with 58.3 million TikTok posts. Its architecture consists of many styles, including Hindu Temple, Indo-Islamic, and Ashokan, with the latter being the most popular.
The most searched country
1. United States - 1,120,000 Google searches
The United States is the most searched-for country in 2024, with over one million Google searches over the last three years. The US is an incredibly versatile country to visit, with something for everyone to enjoy regardless of your interests. Whether you want to see its iconic landmarks, such as the Empire State Building or the Golden Gate Bridge, or you’re a movie fanatic wanting to walk the Walk of Fame, the US has lots to explore.
The country with the biggest increase in Google searches
1. Tunisia - 191.22% increase in Google searches
Tunisia has seen the biggest increase in Google searches, rising by almost 200% over the last three years. If you’re looking for a budget beach holiday, Tunisia is one of the best options. Warm weather, crystal blue water, and golden beaches make it the perfect destination for a relaxing getaway.
The country with the biggest increase in Instagram posts
1. Uzbekistan - 22.76% increase in Instagram posts
Uzbekistan tops the charts, with an increase in Instagram posts of almost 23% in the last year. It is known for its gorgeous historic architecture and mosques and also sits at the crossroads of the ancient Silk Road, which spans Samarkand, Bukhara, and Khiva.
The country with the highest increase in rank since 2023
1. Netherlands - increased by 13 places since 2023
The Netherlands takes the top spot, increasing by 13 positions since 2023. The Netherlands is a historic country with many landmarks and museums, including the Van Gogh Museum and Anne Frank House. It’s also famous for its tulip fields, windmills, and canals. If the Netherlands is on your list of places to visit, then make sure you can ride a bike, as they are an integral part of daily transportation in this country.
Central Park is the most tagged landmark on social media, with over 8.5 million posts across TikTok and Instagram
Several factors may determine your next holiday destination, and one of those could be its iconic sights and landmarks. Each country has many beautiful sights to explore, but some are more popular than others. We’ve looked into Instagram and TikTok data to reveal each country's most famous sights and landmarks.
The most popular landmarks on social media in each country
1. Central Park, United States - 8,515,558 posts on Instagram and TikTok
The most tagged landmark on social media is Central Park, boasting over 8.5 million posts across Instagram and TikTok. Located in New York City, Manhattan, Central Park spans over 843 acres and measures 2.5 miles from north to south and 0.5 miles from west to east. It has been officially recognised as a National Historic Landmark since 1963 and a Scenic Landscape of the City of New York since 1974.
2. Eiffel Tower, France - 8,033,354 posts on Instagram and TikTok
Paris’ Eiffel Tower is the second most tagged landmark on social media, with just over 8 million posts on Instagram and TikTok. It was originally constructed to be the centrepiece of the 1889 World’s Fair, celebrating 100 years of the French Revolution. At 330 metres, it was the tallest human-made structure in the world, holding the title for 41 years. It is one of the world’s most recognisable structures and a highly visited monument.
3. Niagara Falls, Canada - 4,119,455 posts on Instagram and TikTok
Niagara Falls is a group of three waterfalls spanning the province of Ontario and the US state of New York. The three waterfalls are American Falls, Bridal Veil Falls, and Horseshoe Falls. The falls host approximately 12 million visitors annually; in 2009, an estimated 28 million tourists witnessed its natural beauty firsthand. Unsurprisingly, Niagara Falls completes our top three, with over four million posts on social media.
Methodology
We used the same seeding list as the 2023 edition of the Social Travel Index, which was taken from World Population Review’s and Euromonitor’s list of the most visited countries and cities, respectively.
We used Instagram to find the number of posts tagged with the country and cities, using the search terms ‘#[CITY]’ and ‘#[COUNTRY].’ This data is accurate as of the 25th of May 2024.
We used TikTok to find the number of posts tagged with the country and cities, using the search terms ‘#[CITY]’ and ‘#[COUNTRY].’ This data is accurate as of the 26th of May 2024.
We then used Google Keyword Planner to find the number of Google searches and the search increases over the last three years. For cities, we used the search term ‘Holiday in [CITY]’ to find the number of searches in the United Kingdom between May 2021 and April 2024. For countries, we used the search term ‘Holiday in ‘[COUNTRY]’ to find the number of global searches between May 2021 and April 2024. This data is accurate as of the 24th of May 2024.
We combined the data on Instagram posts, TikTok posts, Google searches, and the three-year increase in Google searches into a weighted table, giving each factor a normalised score out of 10. We averaged these scores to get our social travel score out of 10 for cities and countries.
We also used the 2023 edition of the Social Travel Index, which was collected on May 4th, 2023, to calculate the percentage increase in Instagram posts for cities and countries and the change in rank since then.
We then used Tripadvisor to find the top five landmarks in each country, using Tripadvisor’s pages of the top 10 sights and landmarks in each country. We combined the Instagram and TikTok hashtags to reveal each country's most tagged landmark. This data is accurate as of the 28th of May 2024.
Although she loves a lie-in at home, Laura is often up and about before dawn on holiday. She’s watched the sun rise over the Grand Canyon, Uluru and Angkor Wat, but her favourite was seeing the first light of the New Year sweeping across the yacht-dotted waters of Sydney Harbour.
Laura | About the author
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