In a constantly evolving media world, Travel & Tourism brands have excelled in influencer marketing, navigating between inspiring content and viral moments with creativity and authenticity. This study reveals the strategies of the most influential Travel & Tourism brands on TikTok in the Netherlands.
TikTok has become the place where Dutch travellers find their next trip. TUI Nederland climbs five places to take first overall, just ahead of KLM, whose 24.8% engagement rate is the strongest in the top 10, while Efteling holds third with the highest content volume in the ranking. Ushuaia Ibiza Beach Hotel leads Hotels & Accommodation on a single piece of content, Efteling dominates Attractions & Experiences, KLM tops Airlines & Transport, TUI Nederland leads Tour Operators & OTAs, and Visit Denmark enters straight at the top of Tourism Boards & Destinations. Small creator rosters can outperform big budgets: 29 of the 75 ranked brands are new to the list this year. This report shows who is winning attention now and what travel brands should learn before their next TikTok campaign.
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