The statistic illustrates the share of the tourism industry using social media in the Netherlands from 2013 to 2017. 84 percent of the accommodation providers in the Netherlands used social media in 2017, compared to 2013 it was an increase of roughly ten percent. Looking at the food and beverage service activities, in 2013 the social media usage was roughly 65 percent and increased to 75 percent in 2016. The travel agencies used less social media with 90 percent in 2013 to 88 percent in 2017. When looking at the behavior of international tourists who visited websites prior to their travel, it can be seen that accommodation providers were with roughly 70 percent mentioned as the website that has been visited prior to their travels. Approximately 30 percent of the respondents mentioned that they visited websites of attractions, events and museums, but only ten percent visited the website of travel organizations.

According to a November 2024 study of travelers in the United Kingdom, ********* had the highest conversion rate for travel visits or travel purchases among the selected social media platforms. Overall, ** percent of respondents visited a destination or made a travel purchase after seeing travel-related content on *********. ****** and ******** followed in the ranking, with conversion rates of ** and ** percent, respectively.

A May 2024 analysis looked at the most popular city destinations on social media worldwide based on a series of criteria, such as the number of Instagram posts related to that specific destination or the increase in Google searches. Based on the analysis, Nice in France took the top spot in the ranking, with an index score of **** out of 10. London in the United Kingdom and Paris in France followed behind, with an index score of **** and ****, respectively.

The datasets are for a PhD (Marketing Management) thesis.The datasets show the following:Statistical Package for Social Sciences (SPSS28) outputs showing moderation tests done with travel risk perceptions as moderator. The files can be opened using the SPSS software.Hypotheses table showing tested on all relationships showing the hypothesised path, standardised regression weight, p-value and whether the hypothesis is supported or not.Excel outputs for South Africa and Zimbabwe showing output descriptives of all questions asked in the survey instrument.Excel outputs showing single regression results for both South Africa and Zimbabwe.Extracts from qualitative data on tourists' responses to questions on travel risk perceptions during COVID-19.Correlation matrix for South Africa Zimbabwe showing the correlation between 10 independent variables.The correlation matrix show the following:The correlation matrix for South Africa shows multicollinearity of the following 10 independent variables: Innovativeness & Optimism, Insecurity, Ease of use, Usefulness, digital media preferences, Hedonic and Utilitarian digital media usage, Affective image, Cognitive image 1 and Cognitive image 2. The correlation matrix for Zimbabwe shows multicollinearity of the following 10 independent variables: Innovativeness & Optimism, Insecurity, Ease of use, Usefulness, digital media preferences, Hedonic and Utilitarian digital media usage, Affective image 1 and Affective image 2, Cognitive image 1 and Cognitive image 2.A quantitative survey was employed as a means to collect data from the largest sample possible. The research was cross-sectional, and structured online questionnaires were used to expedite the data collection process. Data was collected from international leisure tourists (18 years and above) that have travelled to South Africa and Zimbabwe. A sample size of 251 was achieved, of which 124 had visited South Africa and 184 Zimbabwe, where 58 respondents had visited both countries. In order to reach this sample size, the survey instrument was issued to respondents over a 180-day period (i.e., six months). The Qualtrics software was used to build, distribute and analyse the survey. The link generated on Qualtrics was sent to ZIMPARKS and South African Tourism (SAT) for onward distribution to tourists in their databases on a convenience sampling, available cases basis.The researcher resorted to sending the links (i.e., South Africa and Zimbabwe) separately to the LinkedIn platform on the 18th of April 2021 in an effort to generate more responses, after encountering a slow and low response rate which reflected on the Qualtrics platform. Convenience sampling in the form of a snowball sampling technique was also used in the selection of sample elements from the tourist population group. This was to increase the response rate and allow for a sufficient sample size. Snowball sampling was followed by sharing the survey links with colleagues in the Tourism and Hospitality Department at the Midlands State University’s Faculty of Business Sciences, as well as colleagues in the tourism and hospitality sectors for distribution within their circles.

According to Cognitive Market Research, the global Smart Tourism market size was USD 29154.2 million in 2024. It will expand at a compound annual growth rate (CAGR) of 8.80% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 11661.68 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.00% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 8746.26 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 6705.47 million in 2024 and will grow at a compound annual growth rate (CAGR) of 10.8% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 1457.71 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.2% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 583.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.5% from 2024 to 2031.
The Mobile Applications is the fastest growing segment of the Smart Tourism industry

Market Dynamics of Smart Tourism Market

Key Drivers for Smart Tourism Market

Enhanced Tourist Experience to Boost Market Growth: Enhanced traveler stories are pushed via smart technologies that customize, streamline, and increase travel. With AI-pushed answers, travelers revel in tailored itineraries and tips based totally on their hobbies, growing a unique and attractive adventure. Chatbots and digital assistants provide seamless assistance, presenting instant solutions and resolving troubles, making the journey smoother and problem-loose. Meanwhile, immersive technology like augmented and virtual reality permits traffic to explore historical websites, cultural landmarks, or even marine environments from any region, enhancing their connection with the destination. These innovations transform tourism into a more interactive, handy, and remarkable enjoy for travelers internationally.

Efficient Resource Management to Drive Market Growth: Efficient, useful resource management in tourism leverages advanced technology to optimize operations and sustainability. Real-time monitoring via clever sensors tracks tourist footfall, visitor congestion, and resource use, imparting crucial information for informed choice-making and proactive planning. This enables authorities to manipulate overcrowding, reduce environmental effects, and beautify the tourist experience. Predictive analytics, in addition, empowers corporations with the aid of reading historic records to forecast developments, permitting the most advantageous staffing, inventory management, and useful resource allocation. This equipment not only improves operational performance but additionally assists a balanced technique to tourism, ensuring each traveler's delight and the maintenance of neighborhood environments and communities.

Key Restraint Factor for the Smart Tourism Market

High Initial Investment, will Limit Market Growth: Adopting smart tourism solutions comes with high initial investment demanding situations because of the want for widespread upfront prices in hardware, software programs, and infrastructure. Setting up a community of sensors, enforcing AI-driven tools, and establishing reliable connectivity for seamless statistics transmission requires vast capital. Additionally, protection and improvements upload to lengthy-term prices, that could strain budgets, especially for smaller tourism businesses and destinations. However, while the initial investment is massive, the capacity for enhanced traveler experiences, streamlined operations, and long-term monetary advantages make that technology worthwhile attention for tourism stakeholders aiming for sustainable growth and competitive gain.

Key Trends Factor for the Smart Tourism Market

Combining AI and Big Data to Create Highly Tailored Experiences: Big data analytics and artificial intelligence are being used more and more in the tourism sector to provide individualized services. Travel platforms are providing dynamic, interest-based suggestions for lodging, activities, and restaurants based on search trends, social media inputs, and behavioral data. Travelers' expectations are rising as a result of this hyper-personalization trend, w...

The Sports Camera Optical Lens market has witnessed remarkable evolution driven by the surge in recreational and professional sports photography and videography. With the increasing popularity of adventure sports, travel vlogging, and content creation for social media platforms, the demand for high-performance optic

The Smart Tourism Big Data Service Platform market is revolutionizing the way the travel and hospitality industries harness data to enhance user experiences and operational efficiency. This sophisticated platform integrates vast amounts of data from diverse sources, including social media, customer feedback, and IoT

A 2024 global survey explored what Gen Z and millennial travelers thought of destinations they visited after seeing it on social media or promoted by an influencer. While ** percent of the sample mentioned that the destination was somewhat better than expected, ********* said that it was just as they had imagined it. Meanwhile, only **** percent of respondents mentioned that the visited travel destination was somewhat worse than expected.

Social media's influence on Gen Z shopping habits has surged dramatically in recent years. A 2024 survey reveals that ** percent of Gen Z consumers discovered new products or brands through social media influencers, up from ** percent in 2023. This shift underscores the growing importance of digital platforms in shaping consumer behavior, particularly among younger demographics. Beauty and personal care e-commerce growth The rising impact of social media on Gen Z purchasing decisions aligns with broader trends in e-commerce, particularly in the beauty and personal care sector. Global revenue in this market is forecast to increase by ***** percent between 2024 and 2029, reaching a new peak of ****** billion U.S. dollars. This growth trajectory suggests that the digital landscape will continue to play a crucial role in consumer discovery and purchasing habits. Payment preferences among young consumers Traditional payment methods remain popular among Zoomers. A survey across North America, Europe, and Latin America found that debit and credit cards are still preferred by Gen Z for online shopping and travel bookings. However, younger consumers are showing a growing demand for diverse payment options, indicating potential shifts in the e-commerce landscape as digital wallets gain prominence, particularly in Asia-Pacific markets.

According to a May 2024 analysis, Alex Ojeda (@alexojeda) was the leading TikTok travel influencer worldwide based on the number of followers and the potential earnings per post. As of that month, the influencer recorded around *** million TikTok followers. Based on this, the study estimated that Alex Ojeda could gain roughly ****** dollars per post. That month, Julia Gal (@juliagal_) ranked second, with 8** million followers. What are the most popular travel destinations on TikTok? In 2024, Dubai topped a ranking of the most popular travel destinations on TikTok worldwide based on the number of posts, being featured in almost ** million posts on the social media platform. That year, London, Paris, and Istanbul, among the most visited European cities by inbound tourists, followed on the list. What is the impact of social media influencers on travel? In a 2024 global survey on the impact of social media influencers on trip planning across different generations, *********** reported the highest share of respondents who relied on influencers to plan their last trip. Based on the same study, ***** and the ******************** were the global countries most reliant on social media influencers for trip planning.

This statistic presents the share of accommodation enterprises using any type of social media in the European Union (28 countries) from 2014 to 2017. Over this period, social media usage has increased. In 2017, ** percent of EU accommodation enterprises used social media.

In 2023, over 2.5 billion domestic tourist visits were made across India, an increase from the previous year. Although an exponential rise in the local tourist visits was seen from the year 2000 to the present across the country, the coronavirus pandemic halted the trend in 2020. Cheap and best with easy access Social media usage has played a significant role in giving domestic tourism a boost. With an increase in the number of social media users, travelers use online platforms for posting pictures and sharing information on the places they visited. Keeping up to date with the trending travel destinations, the cheapest travel and budget hotels are on the mind of every traveler. This is now possible with just the click of a button. The effects of political unrestWith this kind of dependency on the tourism sector on the internet, many incurred economic losses due to the internet shutdowns. Tourism markets in the Jammu and Kashmir regions, for example, have been directly affected by political unrest, in addition the latest India-Pakistan escalation. This situation has not only witnessed reduced tourist numbers but has affected the livelihoods of many Kashmiris who are solely dependent on employability within this industry. The region, which is a nature lover’s paradise, has been a major attraction for both domestic and foreign tourists for decades. Ancient shrines like Vaishno Devi and Jalandra Devi are present in the state that account for over half of the region’s domestic tourists.

On average, the number of posts on Instagram made by multiple sectors in Latin America increased by 8.19 percent in March 2020, amidst the COVID-19 outbreak, in comparison to March of the previous year. In the finance sector, the number of Instagram posts increased by nearly 30 percent, while the travel and leisure industry made 34.15 percent less posts on the photo and video-sharing social network.

In December 2022, India recorded over *** million foreign tourist arrivals into the country. This was a significant increase from around *** million in the same month of the previous year. Tourism was one of the hardest hit sector by the coronavirus pandemic in 2020. Incredible India 2.0 People from world over have been traveling to India to experience the country’s rich diversity. India’s famous landmark, the Taj Mahal, located on the outskirts of the historical city of Agra was the most visited monument in 2018. That same year, the government of India launched the Incredible India campaign *** to further promote various destinations and tourism products among foreign tourists. It mainly focused on promoting niche tourism products such as spiritual, medical and wellness tourism on digital and social media. No more long waits In 2014 the government launched the electronic tourist authorizations, more commonly known as e-visas resulting in a huge success. E-visas emerged as the top choice for travelers and became a popular choice for foreign nationals choosing to visit India on a short notice. As of June 2019, over *** million tourists have opted for the e-tourist visa.

Pinterest, founded in 2009 and headquartered in San Francisco, California, is an image-oriented social media platform. As of October 2025, 70 percent of Pinterest audiences were female. Around 40 percent of Pinterest users, or Pinners, as they are affectionately known, are women aged between 18 and 34 years. The stamp of approval from U.S. consumers Pinterest generally garners a largely favorable user response. July 2023 saw Pinterest score 73 out of a possible 100 points with the American Customer Satisfaction Index (ACSI), surpassing LinkedIn, X (formerly Twitter), Instagram, and Facebook in terms of user approval. Another achievement that puts the service ahead of Facebook, Snapchat, and X is the 23.2 percent year-on-year growth in users in January 2024. What are Pinners searching for? Pinterest is mostly about creative ideas, such as DIY projects, lifestyle ideas, home decor, and recipes. Beauty, travel, wellness, and dating-related terms are topics that users also like to search for. Imaginative hairstyles and hair colors were prominent search terms in 2022, with the term "lavender and pink hair" experiencing a significant year-on-year increase.  In the last few years, interest in train travel and travel photography has also risen on the platform.

In 2024, there were ****** hotels in Germany. This was a slight decrease compared to the year before. Nonetheless, numbers generally remained stable during the specified timeline. Like many others, the hotel industry must also deal with the consequences of the coronavirus (COVID-19) pandemic and higher energy prices in Germany. Home away from home German hotels are a popular accommodation option for travelers. While 2020 and 2021, the pandemic years, hit hotels very hard due to travel and mobility restrictions imposed at the time, the number of overnight stays started to increase again in 2022 and almost reached pre-covid levels in 2023. That year, a total of over *** million guest nights were recorded. Before the pandemic, the number of overnight stays had been increasing annually. Regarding hotels by number of stars in Germany, the most represented are 3-star hotels, with almost ***** open as of January 2024. 4-star hotels are becoming more widespread, though, with over ***** operating in the country. New hotels One hotel might close, another is being built. In 2023, almost ******* new hotel rooms were in construction in Europe. Hotels, therefore, remain one of the mainstays of the German accommodation industry. The development of new technology such as audience targeted social media marketing or digital inhacements to stays also provide new opportunities for the industry. Worldwide, around ***** hotels were under construction, as of the first quarter of 2024.

According to a June 2025 study, ** percent of England's tourist attractions relied on some form of digital communication in 2024, denoting a slight annual decline. While **** out of 10 attractions surveyed reported having a Facebook account in 2024, just ** percent of the sample mentioned using TikTok that year.