Dubai tops global list of most popular travel destinations on social media
Over 143 million Instagram hashtags and 40 million TikTok posts recorded
DUBAI has been named the world’s most popular destination on social media, according to a new study conducted by UK-based travel specialist Travelbag.
Analysing 70 top long-haul destinations, the report measured combined social media engagement through Instagram hashtags and TikTok posts. Dubai dominated the rankings with more than 143 million Instagram mentions and over 40 million TikTok posts – exceeding the second-placed destination by 67 million hashtags.
The results reflect how social media continues to shape travel trends. A recent survey by Travelbag found that nearly one in three Brits are inspired to book their dream holiday after viewing content on platforms such as Instagram and TikTok.
What makes Dubai stand out?
Dubai’s rise to the top is driven by its iconic skyline, opulent desert resorts and record-breaking attractions such as the Burj Khalifa and Palm Jumeirah. The city’s extravagant blend of ultra-modern architecture, luxury shopping, and beachside living keeps travellers and influencers constantly sharing their experiences online.
Dubai’s TikTok content alone surpasses 40 million posts, while its Instagram hashtag count is more than 143 million – figures unmatched by any other destination analysed in the study.
How do others rank?
Bali secured second place with over 75.7 million Instagram hashtags and 8.6 million TikTok posts. Its serene temples, rice terraces, and beach clubs continue to draw travellers seeking both adventure and relaxation. Several Bali regions – such as Ubud, Canggu, and Seminyak – also ranked independently among the world’s most shared destinations.
Third on the list is Tokyo, with 68.9 million Instagram hashtags and 4.4 million TikTok posts. The Japanese capital’s unique contrast of futuristic innovation and traditional charm – from Shibuya Crossing to Senso-ji Temple – keeps it a consistent favourite online.
Where to explore beyond the icons?
While Dubai’s famous landmarks are key attractions, Travelbag’s Regional Destination Manager and Dubai expert, Sheryl Drane, recommends going off the beaten track.
“Dubai’s iconic landmarks draw millions, but the city’s true allure lies in its discreet, refined experiences,” she said.
She highlights the Al Fahidi Historical Neighbourhood for a quiet cultural escape, and the Love Lake in Al Qudra for couples seeking privacy. Nature lovers can visit the Ras Al Khor Wildlife Sanctuary, home to hundreds of flamingos.
According to Drane, the ideal time to visit is during the shoulder seasons – October to November and February to March. For a luxurious finale, she suggests a private overnight desert camp under the stars.
These curated experiences showcase a different side of Dubai – one that continues to enchant travellers online and off.