TikTok’s New Ownership: What the Backlash Means for Travel & Tourism
TikTok has officially entered a new chapter, and while the app is still very much alive, its new ownership has sparked big conversations across industries, especially tourism.
After years of regulatory pressure and threats of a U.S. ban, TikTok’s American operations are now run under a new U.S.-led ownership structure. The goal? Keep the platform available while addressing concerns around data security and foreign influence. But as with any major change, the reaction hasn’t been all applause.
So what does this shift actually mean for destinations, tourism brands, and travel creators who rely on TikTok to inspire the next trip?
A Quick Breakdown of What Changed:
TikTok’s U.S. business is now managed by a joint venture with majority American ownership led by Oracle, Silver Lake, and MGX, while its former parent company, ByteDance, holds a much smaller, non-controlling stake. Day-to-day operations, data storage, and oversight now sit firmly under U.S. governance.
For everyday users, the app looks the same. For brands and creators, though, the implications could be more meaningful.
Almost immediately after the ownership news broke, social media lit up with concerns. Some users worry the platform could feel more “corporate” or politically influenced. Others fear changes to content moderation or algorithm behavior that could limit reach or creativity.
While it’s too early to say how permanent these issues are, perception matters. And perception can shape user behavior.
Why This Matters for the Tourism Industry
TikTok isn’t just another social platform for travel, it’s one of the most powerful discovery tools the tourism industry has ever seen. From viral weekend getaways to hidden-gem destinations, TikTok drives curiosity, planning, and bookings.
Here’s where tourism should pay attention:
1. Discoverability May Shift-If TikTok adjusts how content is recommended, even slightly, destinations and creators may notice changes in reach. Travel marketers may need to test formats, post timing, and storytelling styles more intentionally than before.
2. Creators May Diversify-Some travel creators are already spreading their content across Instagram Reels, YouTube Shorts, and newsletters just in case. For tourism organizations, this is a reminder not to rely on a single platform — even one as powerful as TikTok.
3. Trust Is Everything-Travel decisions are emotional. If users feel uncertain about the platform, they may engage less or scroll differently. That makes authentic, people-first content more important than polished ads. Real voices, local stories, and behind-the-scenes moments will matter more than ever.
4. The Opportunity Isn’t Going Away- Despite the backlash, TikTok’s audience is massive and highly engaged. If anything, the ownership change stabilizes the platform’s future in the U.S. — which is good news for tourism brands willing to adapt.
What Tourism Marketers Should Do Now
Keep investing in TikTok, but don’t put all your eggs in one basket
Build direct relationships with creators, not just campaigns
Focus on storytelling, not trends alone
Track performance closely and be ready to adjust
TikTok’s new ownership marks a turning point, but not an ending. For the tourism industry, this moment is less about panic and more about flexibility. The destinations and brands that stay creative, authentic, and platform-smart will continue to win attention, no matter who owns the app.