Social media inspires travellers to discover new locations every day. An award-winning holiday company, Travelbag has been crafting bespoke long-haul adventures since 1979. Their Travel Specialists design tailor-made itineraries.
Whether you’re off to Asia, road-tripping the USA, chasing wildlife on an African safari or unwinding in the Caribbean, making your holiday simple. Out there, made easy.
Long-haul specialists at Travelbag analysed seventy of the world’s most sought-after destinations. They combined Instagram hashtag counts with TikTok post volumes to create a single popularity score.
Cape Town secured tenth place with over fifteen million Instagram hashtags and 2.3 million TikTok posts tagged #CapeTown.
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Dubai is the most popular destination worldwide on social media, with over 143 million Instagram hashtags and more than 40 million TikTok posts. Visitors to Dubai shared images of the Burj Khalifa and Palm Jumeirah.
Sheryl Drane, Regional Destination Manager and Dubai Expert at Travelbag, gives insight into exploring the lesser-known Dubai attractions: ‘Dubai’s iconic landmarks draw millions, but the city’s true allure lies in its discreet, refined experiences. For those seeking privacy and authenticity, the Al Fahidi Historical Neighbourhood offers a serene glimpse into the city’s heritage, far from the crowds. The secluded Love Lake provides a tranquil desert retreat, ideal for a quiet escape. Birdwatchers should not miss the Ras Al Khor Wildlife Sanctuary, home to stunning flamingos in the heart of the urban landscape.’
She noted that the best time to visit was during the shoulder seasons of October to November and February to March when the climate was perfect, a private overnight desert camp offered unrivalled luxury under the stars as an elegant contrast to Dubai’s vibrant skyline and these experiences elevated a visit from impressive to exceptional.
Bali enthusiasts posted from rice terraces in Ubud and beach clubs in Seminyak. Tokyo fans highlighted neon-lit streets and historic temples.
The full top ten is shown below:
| Rank | Country | Destination | Instagram hashtags | TikTok posts |
|---|---|---|---|---|
| 1 | UAE | #Dubai | 143 000 000 | 40 100 000 |
| 2 | Indonesia | #Bali | 75 700 000 | 8 600 000 |
| 3 | Japan | #Tokyo | 68 900 000 | 4 400 000 |
| 4 | Brazil | #RioDeJaneiro | 62 100 000 | 3 100 000 |
| 5 | Australia | #Sydney | 40 100 000 | 4 100 000 |
| 6 | USA | #NewYorkCity | 37 700 000 | 3 300 000 |
| 7 | Thailand | #Bangkok | 32 800 000 | 2 800 000 |
| 8 | USA | #SanFrancisco | 34 500 000 | 1 800 000 |
| 9 | Japan | #Kyoto | 23 400 000 | 1 300 000 |
| 10 | South Africa | #CapeTown | 15 000 000 | 2 300 000 |
Regional experts in South Africa welcomed the recognition for Cape Town. They noted that the city’s growing profile on social media reflects its balance of outdoor adventures, heritage tours and culinary experiences.
Local guides reported a rise in bookings for Table Mountain hikes and township cultural tours following the study’s release.
The Travelbag study underlines how travellers use social platforms to plan and share their dream holidays. It confirms that South African tourism offerings rank among the world’s most talked-about destinations.
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Also read:
Cape Town shines bright as best city in the world for the seventh time
Picture: Chloe / Pexels
