As TikTokβs global popularity continues to soar, itβs clear that the platform is becoming an indispensable tool for promoting tourism worldwide. And in the South East Asian tourism landscape, TikTok has become a force to be reckoned with in shaping travel decisions.
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The social media platform was a topic of discussion at the ASEAN Tourism Conference 2025 for its ferocity as a business tool with ever-growing influence on future travellers. Hereβs what you need to know to more effectively tap into travellers from this region.
According to Amelia Peng I-Mei, TikTokβs Head of Brand Partnerships in Malaysia, there are now more than 400 million users of the app across South East Asia, who spend an average of 110 minutes daily scrolling through videos.
Thatβs nearly two hours a day during which people are exposed to user-created videos that can cover anything from dance trends to Hollywood headlines (are you team Baldoni or Blake?) and especially, aspirational destination content.
Peng highlighted that while using the app, 61% of TikTokers discover new brands and products, and 45% of those then continue searching for more information either on or off the app. Research conducted on South East Asian users found that they drive two times more on as spend than other platforms such as Facebook and Instagram.
What does all this mean? Itβs a promising platform for travel agent to showcase their offerings, attract new business and make more bookings.
TikTok figures you should know
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Peng noted that TikTok has influence over travellers, even before they start booking their trips. Personalised content is inspiring spontaneous getaways, often without TikTokers realising that theyβve been influenced.
This same stance was taken in a technology report released by the World Economic Forum late last year, which highlighted that 92% of young travellers are being influenced by social media, particularly on TikTok.
According to Peng, 75% of TikTok users discover new travel destinations on the platform, and 74% conduct their travel research (activities and other things to do) via the app.
Surprisingly, 3 of 5 users have even changed their travel plans based on new destinations and research that theyβve randomly come across while scrolling on the app! That is certainly powerful and makes us wonder how many users changed their travel plans for Dubai after coming across one of the 29.7 million posts about the city on the platform.
Why become an influencer, and how
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Donβt worry, weβre not advising you to learn a Gen Z choreographed dance moves. However, becoming a TikTok star could help you as travel professionals bring in new business from South East Asia.
Peng suggested that travel agents create content that help them connect to the platformβs users, which often involves creating videos that are real, relatable, and authentic. Of course, also creative.
This can be achieved by using trending sounds to reach more viewers, using hashtags (as you would with other social media platforms) and if youβre up for it, even taking part in trending challenges β think the ice challenge and the Usher lyrics challenge.
Another great approach for travel agents is to speak directly to potential travellers by filming piece-to-cameras where youβre answering questions, chatting about your travel experiences, sharing deals or talking about incredible trips booked by your clients (of course, keeping them anonymous). This approach has been quite successful for Lauren, an Australian Travel Agent also known by her handle @helloitsloz, who now has a following of over 10,900 users on TikTok.
Hot tip before you set up your TikTok account: the platform, much like others, is very much a numbers game, so if youβre aiming to become an influencer, consistency and creativity are crucial to keeping your audience engaged.