In Amsterdam, Paris and London, social media fame can sometimes overwhelm cafés and restaurants – but the social media platform is a quick resource for many visitors
She says: “Social media-induced tourists are driven to visit very specific sites that they’ve seen or learned about from their online connections [including influencers]. Despite the antisocial behaviour of some social-media influenced tourists, TikTok’s travel content has an engaged audience, which many businesses are keen to tap into.
“I try to follow that now, where if I want to cover a place on TikTok I’ll usually email in advance to ask for permission. Meanwhile, Innes of Humble Crumble explains how her team has coped following a viral video that was a “game-changer” for her cafe in October 2020.