TikTok launches first UK travel campaign

Josh Hall's picture
by Josh Hall

Video streaming platform TikTok has launched its first travel campaign in the UK, encouraging users to explore their local area.

The #HiddenGem campaign incentivises British TikTok creators to avoid the classic tourist destinations and instead share short-form videos of their trips around their immediate locations.

It follows research commissioned by the platform into millennial and Gen Z travel habits, which found that 77 per cent of those demographics say the way they travel is more "authentic" than the ways their parents' generation did.

The study also found that 85 per cent of millennial Brits pride themselves on seeking out unusual destinations, while 47 per cent travel in order to broaden their horizons.

Almost 40 per cent said they strive to see the "real" country, while 32 per cent said they always go off the beaten track while travelling.

The #HiddenGem campaign follows an international travel counterpart launched by TikTok in June.

The #TikTokTravel campaign included an in-app challenge and a theme song created by a TikTok user.

Meanwhile, as we reported this morning, TikTok appears to have acquired UK AI-generated music startup Jukedeck.

See all the winners from the Prolific London Awards

The inaugural event championed creative brilliance from across the capital