Several reports have shown that in 2023, an estimated 4.9 billion people use social media across the world with this number expected to jump to approximately 5.85 billion users by 2027, even as it continues cementing itself as a crucial part of planning a vacation.

This is fuelling decision making especially among the youth with millions of GenZ-ers and Millennials using them to find inspiration for their next travel. According to data presented by, more than 75% of travelers find the inspiration for their next travel on social media platforms.

“The number of social media users worldwide has swelled to an impressive 4.9 billion people in 2023, and two-thirds of this huge user base uses social media channels to research brands and get recommendations. So, it’s no surprise that social media remains the top spot for the next generation of travelers when finding travel destinations,” the data revealed.

According to the 2023 Global Travel Trends Report, more than 75% of respondents have been inspired by social media to travel to a specific destination, significantly more than in any other way.

Word-of-mouth recommendations remained strong across all age groups but still had a much smaller 47% share among respondents. Roughly 65% of respondents said they had been inspired to travel to a destination after seeing it featured in a movie, on a TV show, or in the news.

The Global Travel Trends report revealed other interesting facts about the new generation of travelers’ behavior. More than 60% of them have chosen a destination because it looks good in photos, and nearly half of all respondents said they wanted to travel to a place they can show off on social media.

Also, nearly 80% of GenZ-ers and Millennials would love partaking in a day in the life of locals in the destination they are visiting, and half of them plan an entire trip around going to a specific restaurant and trying local food and cuisine.


ITPulse is a wholly information technology communication (ICT) news website, with a special focus on the African continent. The website provides up-to-date biz-tech news, analysis and comprehensive and thorough insight into the continent's ICT terrain

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