TikTok Ban Would Be a Blow to U.S. International Tourism Marketing
Photo Credit: TikTok ban would hurt international destination marketing for the U.S. Unsplash / Solen Feyissa
Skift Take
In the event of a national TikTok ban, U.S. tourism agencies will have to massively increase their investment in Google and Meta companies after losing access to an audience of millions of people around the world.
A national TikTok ban in the U.S. would put an end to tourism agencies’ growing investment in the platform and push them to redirect it into Meta and Google’s social platforms as well limit their ability to influence global conversations about their destination.
TikTok is a short-form video sharing app with over 750 million monthly users worldwide. It’s become a popular tool for search, especially among Gen Z. When it comes to travel, users search through TikTok to discover travel itineraries, hidden gems, recommendations and tips, chipping away at Google’s dominance in the space.
https://www.tiktok.com/@aprilchutravels/video/7205247751582485806To contribute and reach large audiences, U.S. tourism agencies have invested more of their social media budgets into TikTok, especially since 2021, said Mackenzie Bromley, vice president of social media and content strategy for MMGY Gl
