The Ministry of Tourism launches two TikTok channels to attract young travellers

The Department of Tourism for the Canary Islands Government has launched its first two channels on TikTok aiming to reach younger tourists, as travel-related content proves to be among the favourites for users of the video platform.

As stated in a press release by the department led by Jessica de León, the objective is to try to capture tourists through this social media, which boasts over a billion active users per month worldwide.

77% of people with a TikTok account claim that this social network has played a significant role in discovering or suggesting a tourist destination. 62% perceive travel-related content on the social network as authentic, and 68% state that they have made a purchase after seeing a product.

The two TikTok accounts, @holaislascanarias and @hellocanaryislands, will join those already available for the brand Islas Canarias on Facebook (available in 10 languages), YouTube (in 16 languages), Weibo (the main social network in China), and Instagram (also available in nine languages).

Currently, the Tourism Department invests the most time and money on Instagram to promote the islands on social media, but this could change with this new initiative.

TikTok's powerful algorithm shows users short videos tailored to their interests, with a maximum duration of three minutes and content that is quick and easy to consume. In other words, users do not follow profiles of interest; instead, the social network provides content based on their tastes and preferences. Therefore, on TikTok, numerous views can be achieved without having a massive following, unlike Instagram, as explained in the statement.