This study investigates the pre- and post-travel behavior of Indonesian Generation Z individuals on social media platforms, focusing on TikTok. Through in-depth interviews and netnographic analysis, the research aims to elucidate the digital behaviors exhibited by this demographic both before and after their travel experiences. The study utilizes a dataset comprising 1000 user-generated content pieces from TikTok spanning 2019 to 2023. By delving into the nuances of Generation Z’s social media usage in the context of travel, this research seeks to uncover insights into their preferences, tendencies, and interactions within the digital realm. The findings of this study contribute to a deeper understanding of how Indonesian Generation Z engages with social media before and after traveling, shedding light on the evolving dynamics of digital behavior in the travel landscape.