The global travel & tourism industry experienced a 21% rise in social media posts on niche tourism in Q1 2023 compared with the previous quarter, with the highest share accounted for Airbnb, according to GlobalData’s analysis of social media posts. GlobalData’s Niche Tourism – Thematic Intelligence report explains the impact of niche tourism on the travel and tourism industry by analysing the contributing trends, market segmentation, and the competitive landscape. Buy the report here.

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Notably, experience economy was one of the most frequently referenced themes in Q1 2023, ranking highest in terms of mentions ahead of Covid-19 and online travel, according to GlobalData.

Of the 50 leading companies in the travel & tourism industry, Airbnb had the most mentions of niche tourism in Q1 2023. GlobalData identified 1,813 niche tourism-related posts in the industry's social media activity - 0.35% of all posts - and an increase of 21% in Q1 2023 compared with Q4 2022.

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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.

GlobalData’s Social Media Analytics uses machine learning to uncover key insights and track sentiment across millions of social media posts across selected Twitter influencers and Reddit channels.