Data reveals world's most posted-about destination on social media

Analysis of social media statistics by travel website Travelbag has revealed that Dubai is the most posted-about tourist destination in the world.

The findings are based on correlated figures from both Instagram and TikTok, with 143 million Instagram hashtags for Dubai and more than 40 million TikTok posts promoting and raising awareness of the destination.

Bali follows in second place with over 75 million Instagram hashtags, while two Japanese cities in Tokyo and Kyoto also make the top 10 with a combined figure of over 90 million Instagram hashtags and close to 6 million TikTok posts. Cape Town rounds out the list in 10th place.

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The top 10 most posted-about destinations on Instagram and TikTok are:

1. Dubai – 143 million Instagram hashtags, 40.1 million TikTok posts

2. Bali – 75.7 million Instagram hashtags, 8.6 million TikTok posts

3. Tokyo – 68.9 million Instagram hashtags, 4.4 million TikTok posts

4. Rio de Janeiro – 62.1 million Instagram hashtags, 3.1 million TikTok posts

5. Sydney – 40.1 million Instagram hashtags, 4.1 million TikTok posts

6. New York City – 37.7 million Instagram hashtags, 3.3 million TikTok posts

7. Bangkok – 32.8 million Instagram hashtags, 2.8 million TikTok posts

8. San Francisco – 34.5 million Instagram hashtags, 1.8 million TikTok posts

9. Kyoto – 23.4 million Instagram hashtags, 1.3 million TikTok posts

10. Cape Town – 15 million Instagram hashtags, 2.3 million TikTok posts

Record-breaking landmarks such as the Burj Khalifa and Palm Jumeirah, and a catalogue of themed attractions suiting all budgets, make Dubai a favourite with social media users across multiple demographics.

Dubai Corporation for Tourism and Commerce Marketing (DCTCM) recently reported a 6% increase in tourist numbers to Dubai in the first six months of 2025 compared to the same time period last yea. Visitors from the GCC, MENA region, Europe and South Asia lead the inbound markets.

For more information, visit www.travelbag.co.uk