Civitatis, Spain’s most popular platform for tours, excursions, and guided tours, just marked a major achievement by hitting 1.5 million fans or followers across various social media networks, such as Instagram and TikTok. Its success lies in a social-first digital strategy that has allowed it to gain a remarkable 44.68% increase in social media fans during 2024 and beyond 2025. Its swift growth reflects the growing relevance of social media in travel and tourism.
As per Civitatis, the firm has experienced remarkable growth on various social media platforms, with Instagram and TikTok being major contributors. Instagram registered 76% average growth rate throughout all markets, and the market location that experienced the maximum number of follower additions was Brazil. TikTok, which is particularly popular amongst Gen Z and millennials when it comes to travelers, has also become the quickest growing platform for Civitatis, registering double-figure year-on-year growth.
Social-First Strategy Powers Record GrowthThe key to Civitatis’ success lies in its social-first strategy, which focuses on creating native, authentic, and engaging content that resonates with its audience. By placing short-form video creation, influencer collaborations, and 360-degree campaigns at the heart of its digital marketing efforts, Civitatis has been able to generate strong engagement and drive conversions.
Apart from international campaigns, Civitatis also regionalized its social media strategy through launching dedicated accounts in strategic markets, including Mexico, Brazil, France, and Italy. These are customized company messaging and content offerings depending on each market’s culture and linguistic sensitivities. It should, however, be noted that Civitatis recently launched a dedicated Instagram profile for Mexico in March, which has, within a few months, accumulated more than 22,000 followers.
Demographics Behind Civitatis’ Social Media SuccessCivitatis’ online audience is also young, travel-enthusiastic, and female-dominant. An overwhelming 65% of Civitatis’ social media audience are women, who are mainly aged between 25 and 45 years. Geographically, Spain constitutes most of Civitatis’ audience, with 58% of its audience based in Spain. Argentina constitutes 17%, and Mexico 6% of the entire audience base.
Such an audience profile goes hand in hand with travel-centric content that Civitatis develops. Civitatis’ content, which often emphasizes activities including sightseeing, culture, and outdoors tours, will most appeal to young, adventurous tourists seeking to travel somewhere new.
Tips for Social Media for Tours and Activity BusinessesFollowing its own expertise in travel, Civitatis has put forward a number of suggestions for other tours and activities businesses seeking to increase their social media reach. Businesses in the travel segment can utilize the following suggestions to tap into the potential of social media for engagement and conversion:
Real-Life Videos First: Using real people who have fun encourages more vigorous interaction. Authenticity above all else matters most in appealing to today’s social media consumers.
Utilize Each Format: There are different formats for different purposes on social media. Utilize Reels for discovery, carousel posts to convey in-depth information, and Stories to establish a relationship between your audience.
Collaborate with Aligned Creators: You can collaborate with micro-influencers or user-generated content (UGC) creators who have your brand’s values in order to build trust and to reach their audience.
Post at Peak Times: It has also been found that engagement peaks between 12:00 and 14:00, Monday to Thursday.Posting during all of these time periods can maximize engagement.
Provide Direct Assistance through Social Media: A number of customers now prefer to inquire or book right away through direct messages (DMs). Responsiveness can enhance customer satisfaction and also result in conversions.
The Future of Social Media in the Travel Industry
In the future, Civitatis has identified three key social media trends which will influence travel in 2025–2026:
Rise of TikTok Maps: Destination map integration by TikTok will transform discovery and itinerary planning for consumers. It will provide a new platform for destinations and activities to advertise.
Integration of Augmented Reality (AR): AR in Stories and Reels will enrich the visual aspect, offering more interactive ways for people to view destinations they plan on visiting.
YouTube Long-Form Video Resurgence: While videos continue to stay popular in trimmed versions, YouTube long-form videos are also seeing a resurgence recently, serving as a rich source of inspiration to travelers.
Civitatis plans to continue its investment in user-generated content (UGC), personalization, and interactive experiences to strengthen its global community of travelers. The company’s focus on listening to its audience, adapting to their needs, and being present throughout the user journey is key to its ongoing success.
A Social-First Approach to Building Trust and Driving Conversions
Civitatis’ renewed focus on social media and commitment to genuine, engaging content place it at the forefront of the travel industry. With 1.5 million and counting, the website’s success reflects that of a well-crafted social-first strategy in the digital age.
Key Highlights:
Civitatis reached 1.5 million followers across platforms including Instagram and TikTok. Its platform experienced unprecedented growth in Mexico, Argentina, and Brazil. Civitatis’ social-first approach utilizes short-form videos, influencer partnerships, and localized communications to spur engagement and business development. Through further growth and implementation of developing social media trends, Civitatis will continue to strengthen its position within the travel market and become a worldwide leader.
