Philippine E-Journals

TikTok as a Powerful Tool for Showcasing Philippine Destinations: Its Influence on Tourism and Digital Marketing

Apolinar Datu | Dawn Nari Condez | Robbie Jan Vincent T. Buelo | Cindy Sabado | Catherine Soriano | Jeanette Datu | Jidnaida Minay | Erica Bingayen

Discipline: Marketing

 

Abstract:

Evolving played a transformative role in promoting tourism, with TikTok emerging as a powerful platform for showcasing Philippine destinations. With its short-form video format, interactive features, and algorithm-driven content distribution, TikTok enables users to discover, explore, and engage with travel-related content unprecedentedly. This study examines TikTok’s impact on destination marketing in the Philippines, analyzing how viral travel videos, influencer endorsements, and user-generated content contribute to the visibility and popularity of various tourist spots. By leveraging immersive storytelling, aesthetic visuals, and trending challenges, TikTok has positioned itself as a key tool for inspiring travel interest and influencing tourism behavior. The study explores how the platform democratizes travel promotion by allowing both official tourism boards and independent travelers to share authentic and diverse perspectives of the country’s breathtaking landscapes, cultural heritage, and lesser-known attractions. Additionally, the research investigates the economic and social effects of TikTok-driven tourism, highlighting its role in boosting local businesses, increasing visitor engagement, and promoting sustainable tourism practices. However, alongside its benefits, TikTok’s influence on tourism also raises challenges, such as the risks of over-tourism, environmental degradation, and the authenticity of travel narratives. This study draws on TikTok’s role in destination marketing while offering insights into how stakeholders—including government agencies, tourism operators, and digital content creators—can harness its potential responsibly. The findings suggest that TikTok is more than just a social media trend; it is a revolutionary digital marketing tool that significantly shapes modern travel preferences and destination branding. As Philippine tourism continues to evolve in the digital age, understanding the impact of TikTok can help stakeholders develop innovative, responsible, and sustainable marketing strategies to attract both local and international travelers.