Social Media And Pop Culture Fuel Travel Plans for 2025

Scrolling through TikTok or binge-watching a favorite series is no longer just entertainment — its shaping where Americans are packing their bags to go this summer.

New research from Allianz Partners USAs annual Vacation Confidence Index shows that movies, TV shows, and viral posts are now powerful forces behind travel decisions, especially among younger generations.

The survey, conducted by Ipsos Public Affairs, found that nearly half (47%) of Americans ages 18 to 34 say their travel plans are influenced by social media. These younger travelers, deeply immersed in platforms like Instagram, TikTok, and YouTube, are building entire itineraries around the destinations they discover online. Another 42% of this same age group reported planning vacations inspired by recent TV shows or movies, a sign that pop culture is fueling a new wave of fandom-driven travel.

“In 2025, travel is about connection, culture, and storytelling,” said Emily Hartman, General Manager at Allianz Partners USA. “We’re seeing Americans plan entire trips around the filming locations of their favorite shows, viral social media spots, and iconic scenes from movies. As travelers follow inspiration from their screens to real-life destinations, having the right travel insurance ensures their plans are protected, so the only drama they encounter is on-screen.”

The findings also highlight behavioral differences in how media inspires travel. Men were more likely than women to be swayed by social content and pop culture references when selecting a vacation spot, showing that the influence isnt only generational but also tied to how different groups interact with digital media.

This growing trend toward story-driven travel has sent Americans to cinematic coastlines like those seen in HBO’s “The White Lotus” or to destinations spotlighted in viral influencer reels. Travelers are seeking immersive experiences that let them step directly into the worlds they see on-screen, blurring the lines between fiction and reality.

The Vacation Confidence Index, conducted annually since 2009, surveys Americans each summer about their vacation plans, defining a vacation as leisure travel lasting at least a week and more than 100 miles from home. Allianz Partners offers travel insurance policies through major airlines, travel agents, online agencies, hotel companies, and directly to consumers.