The role of the traditional travel agent has shifted from a necessity to a nostalgic memory. In today’s digital world, travellers no longer step foot into agencies to plan their adventures. Instead, they scroll. They scroll through TikTok, Instagram Reels and YouTube Shorts, hunting for visual inspiration and real-life experiences shared by everyday people. The era of static brochures and pre-designed itineraries has been eclipsed by dynamic, bite-sized content that speaks to a new kind of explorer – one driven by authenticity.
Social media has become the new compass for wanderlust. According to a study by Expedia Group, more than 80% of Gen Z travellers use social media for travel inspiration, often booking trips directly based on viral content they’ve seen. This phenomenon is now widely recognised as TikTok tourism, where destination choices are made based on social media trends rather than traditional recommendations.
I witnessed this influence firsthand during a recent visit to Fira, Santorini, where I stumbled upon a small jewellery shop called Lava Art. While the owner was crafting a custom necklace for me, she shared how her business was transformed during the previous peak season after a video of her permanent bracelets went viral on TikTok. The video garnered over 500,000 views and turned her quiet boutique into a hotspot, with queues of travellers lining the street to purchase their own version of the viral jewellery. The experience was so impactful that she was able to open a second store in one of Santorini’s busiest tourist areas.
Similarly, Iceland’s tourism authority credited a 32% increase in visits to the now-famous Stuðlagil Canyon after Einar Páll Svavarsson’s, an Ethical Photojournalist, post amassed over 12 million views. These aren’t isolated moments – they are the new norm in social media travel inspiration.
This shift has brought about a major wake-up call for tourism operators: if your brand isn’t visible on social media, you may as well be invisible to the next generation of travellers. Travel inspiration on TikTok and Instagram has overtaken brochures, and the power of short-form video content cannot be ignored.
So why should tourism brands embrace social media and influencers? The modern traveller wants more than just a destination – they want an experience they can trust. And that trust increasingly comes from social media influencers and everyday travellers, not polished campaigns or branded advertisements. Influencers have become the new travel agents, offering curated recommendations, honest reviews and visual previews of what to expect.
But influencers are only one piece of the puzzle. The real magic lies in User-Generated Content (UGC) – the raw, unfiltered content created by everyday travellers. UGC includes everything from selfies at scenic lookouts and GoPro footage of adventure activities to candid hotel reviews and quick travel hacks posted on Instagram Stories or TikTok.
This content is powerful for two reasons. First, it’s authentic. Unlike branded content, UGC is created without corporate influence, making it inherently more trustworthy to potential customers. Second, it’s scalable. Every traveller with a smartphone is a potential marketer, capable of sharing content that can influence thousands – or even millions – of viewers.
Research supports this. Nielsen’s Consumer Trust in Online, Social and Mobile Advertising Report found that 92% of consumers trust organic, user-generated content more than traditional advertising. That trust translates into conversions. In tourism, where emotional connection and visual appeal are everything, UGC becomes a key driver of bookings.
This is exactly where EpicShot thrives. In a world where attention spans are short and trust is earned through organic storytelling, EpicShot equips tourism businesses with the tools to turn their customers into their strongest brand advocates.
With over 180 million views, 25 million likes, 160,000 comments, 1.4 million saves and 1 million shares across social media, all generated from EpicShot’s original user-generated content, the platform has helped create a wave of brand advocacy that’s 100% organic. These aren’t paid influencers or staged campaigns. They are real people, raving about their experiences – and doing it in real time.
EpicShot enables this by offering AI-powered photo and video systems that effortlessly capture social-ready content that customers can download instantly. From personalised shots to heart-racing adventure videos, the content is vertical, copyright-free and designed to be shared. This means every download becomes a ripple of brand exposure, extending far beyond the original moment.
Tourism businesses using EpicShot don’t just offer a memorable experience – they also empower customers to amplify that experience online, with zero added marketing spend. The result is a powerful cycle of engagement, advocacy and growth.
The future of tourism marketing is here, and the landscape has changed forever. Social media has become the traveller’s guidebook, influencers are the new travel agents, and UGC is the most valuable form of marketing currency. For tourism operators, the choice is clear – adapt or be left behind.
EpicShot offers that solution. By making it easy for customers to share authentic, high-impact content, it transforms one-time visitors into lifelong brand advocates. It’s not just a marketing strategy – it’s a movement powered by real stories, real people and real results.