A framework deal between the U.S. and China keeps Tiktok online, preserving a vital travel marketing channel to 170 million American users
Sep 16, 2025
TikTok narrowly avoided a U.S. shutdown after the Treasury confirmed a framework deal with China allowing the app to keep operating. The agreement comes just before a September 17 deadline that could have forced the app offline. For the travel industry, the outcome safeguards a major marketing and booking platform, as TikTok drives brand discovery and even hotel bookings through its app.
Key takeaways
- Framework deal reached: The U.S. and China agreed on terms allowing TikTok to continue operating domestically, averting a looming ban.
- Travel marketing lifeline: TikTok is critical for travel brands, with 69% of users reporting they discovered travel brands via the app.
- Booking integration preserved: TikTok’s recent partnership with Booking.com to enable hotel bookings in-app remains intact.
- National security backdrop: Lawmakers had pushed for ByteDance to sell TikTok due to data concerns; the Supreme Court previously upheld a potential ban.
- Temporary outages show stakes: TikTok briefly went offline for 14 hours earlier this year when deadlines lapsed, highlighting the fragility of its U.S. presence.
- Global context: India banned TikTok in 2020, and users there turned to Instagram Reels, YouTube Shorts, and local apps — a scenario the U.S. narrowly avoided.
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