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Take Off on TikTok: A 2025 Travel Marketing Guide for Tourism SMBs

May 28, 2025

Destination inspiration, content tips, and campaign strategies tailored for small-to-medium tourism businesses

Travel Marketing Guide ​Cover Image TikTok SMB Blog

TikTok is changing the way people travel, and Small and Medium Businesses (SMBs) in the tourism sector are perfectly positioned to soar to new heights when tapping into the platform. From dreamers to doers, users turn to TikTok for destination inspiration, travel planning, booking advice, and everything in between. In 2025, TikTok isn’t just a social platform; it’s the modern-day travel agency, itinerary planner, and travel blog rolled into one. 


With insights pulled from the 2025 Tourism Playbook, here’s a teaser into why this platform is a must for tourism SMBs ready to drive discovery and bookings this year. 

 


The TikTok Travel Boom 


What was once a social app and entertainment platform has evolved into much more. For users spanning multiple generations and demographics, TikTok acts as a search engine, a community-driven recommendation hub, and a vital touchpoint for purchase decisions. For tourism SMBs, this represents an incredible opportunity. 


People are turning to TikTok to weigh options, plan trips, and even book experiences directly from the app. And because every video is powered by TikTok’s discovery-driven algorithm, even small tourism businesses have the chance to reach massive, high-intent audiences without big marketing budgets. 


Here’s how TikTok acts as a key touchpoint across every step of the traveler’s journey: 


  • Discover: Real people sharing real travel experiences is helping users find inspiration and uncover their next destination 

  • Plan: TikTok is now the go-to search engine for hotels, attractions, and local activities 

  • Book: The algorithm helps match users with trips and experiences that are specific to their interests 

  • Share: Travelers post their entire journey, building social proof for your brand in the process and contributing to the community sharing recommendations on the app 


With 83% of users saying that TikTok spars their interests in visiting new destinations that they hadn’t previously considered, SMBs in the travel and tourism verticals have endless opportunities to make an impact and reach their next customers.



Meet Your New Target Travelers 


Unlike conventional advertising solutions that rely on static demographics, TikTok’s algorithm is interest-led. This means your content can reach users based on what excites them, not just who they are on paper. Whoever they are, your future guests are already exploring TikTok with travel in mind. 


By understanding these emerging traveler mindsets, tourism SMBs can create more targeted content, build stronger connections, and ultimately convert curiosity into bookings. Here are just a few of the key traveler types you should be creating for: 


  • The Family Traveler: Parents planning kid-friendly trips with flexible accommodations and fun-for-all-ages itineraries 

  • The Budget Explorer: Deal seekers craving destination hacks, low-cost gems, and affordable activities 

  • The Digital Nomad: Remote workers extending business trips or working abroad, aka “bleisure” travel 

  • The Foodie: Travelers planning entire trips around food—from street eats to Michelin-star dining 


Whether you offer cozy cabins, walking tours, or gourmet guides, there’s a traveler on TikTok looking for your exact experience.  

 


Creative That Converts 


For tourism and travel SMBs, content isn’t just a brand asset-it’s your storefront, your tour guide, and your customer service desk all rolled into one. On TikTok, the right video can turn a hidden gem into a trending destination, and a small local business into a must-visit stop on someone’s dream itinerary.  


Here are just a few creative content ideas that can help you reach motivated audiences: 


  • Use listicles to highlight travel tips or destination must-sees 

  • Lead with visually compelling activities—think beach views, mountain hikes, or foodie finds 

  • Focus on benefit-led messaging, like “3 ways to explore Paris without the crowds” 

 

The Playbook makes it even easier to win with perfectly crafted video content. Check out the Playbook to learn about the “Golden Formula” for successful travel content. 



Smart Tools for Travel SMBs 


Even if your team is small, your impact doesn’t have to be. TikTok offers a suite of tools that help travel and tourism SMBs stick the landing and make an impact: 

 

  • Smart+ Campaigns: This AI-powered solution automates and optimizes your campaign—so you can focus on content while Smart+ does the heavy lifting. Just upload your best clips, set your goal (bookings, sign-ups, etc.), and let the platform find your next guests. 

  • TopView Ads: Grab attention the moment the app opens. This premium ad format delivered a 14x higher click-through rate vs. standard video ads, according to TikTok’s internal data. 

  • Lead Ads & Retargeting: Convert curiosity into bookings by capturing traveler info and re-engaging them with tailored content. 

  • Spark Ads: Amplify organic posts and creator content to drive engagement through trusted voices. 

 

Ready to attract your next wave of travelers? 


Download our guide to have exclusive access to creative insights, trends and campaign strategies, no matter what your business objective is!