Civitatis Reveals the Social‑First Formula Behind Its Rise to Over 1.5 Million Followers

 

Madrid, 8 July 2025 – Civitatis, the leading platform for booking activities, excursions, and guided tours in Spanish, has reported record-breaking growth across its social media channels throughout 2024 and into 2025, now surpassing 1.5 million followers across platforms (including Instagram, TikTok…), representing 44.68% growth.

 

On Instagram, the company saw an average growth of 76% across all markets, with Brazil standing out as the market with the highest follower increase to date. Meanwhile, TikTok has become the fastest-growing platform month, with double-digit growth year-on-year, driven by widespread adoption among Gen Z and millennial travelers. This rapid increase is the result of a social-first digital strategy that places native, authentic and engaging content at the heart of the conversion funnel.

 

A social-first strategy with real impact

Civitatis’ strategy focuses on short-form video creation, collaborations with content creators, and 360-degree campaigns that combine online and offline actions. A clear example is the recent “Disfruta la Tierra/Enjoy the Earth” campaign, which included influencer partnerships, paid social ads and street marketing—reaching more than 190 million global impressions.

 

The company has also launched localized social media accounts in Mexico, Brazil, France and Italy, tailoring tone of voice and content offerings to the cultural and linguistic preferences of each market. Notably, Civitatis created a dedicated Instagram profile for Mexico in March, which has already attracted over 22,000 followers in just a few months.

 

A young, travel-hungry and largely female audience

Currently, 65% of Civitatis’ social media followers are women, mainly in the 25 to 45 age group. In terms of geography, Spain accounts for 58% of the audience, followed by Argentina (17%) and Mexico (6%).

 

Tips for tours and activities businesses on social media

Drawing on its experience in the travel sector, Civitatis shares five recommendations to help tours and activities providers boost their social presence:

• Prioritize real-life videos: Show people genuinely enjoying the experience to drive stronger engagement.
• Leverage each format: Use Reels for discovery, carousels to explain, and Stories to build connection.
• Collaborate with aligned creators: Choose micro-influencers or UGC creators whose values match your brand.
• Post at key times: Monday to Thursday, between 12:00 and 14:00, sees the highest interaction rates.
• Offer direct support via social: More and more users now ask questions or book directly through DMs.

 

Social media trends in the travel sector

Looking ahead, Civitatis highlights three social trends set to shape the travel industry in 2025–2026:

• The rise of TikTok Maps, transforming how users discover and plan destinations.
• The integration of augmented reality (AR) into Stories and Reels to enrich the visual experience.
• The comeback of long-form video on YouTube, complementing Shorts and serving as a source of deeper inspiration.

 

Civitatis will continue to invest in user-generated content (UGC), personalization and interactive dynamics to strengthen its global community of travelers.

 

Ismael García, CMO at Civitatis, commented: “At Civitatis, we believe social media is not just a visibility tool—it’s a real opportunity to build community, create trust and drive conversions. Our growth proves that when you place the traveler at the center of your strategy, results follow.”

 

García, added: “A social-first strategy means listening, adapting and being present at every stage of the user journey. Prioritizing real content, like-minded creators and direct engagement through social channels has been key to connecting with our audience and continuing to grow.”