In this work, we show how social media data can be used for the improvement of touristic experience. We present an algorithm for automated touristic paths construction. Score function for location depends on three components: location’s social media popularity and rating, distances of place from others in route, and location’s relevance to the city unique features. Obtained walking paths were compared to real itineraries prepared by experts for city visitors. Survey results demonstrate that respondents prefer automated routes over existing routes from touristic services. We also created touristic itineraries for 11 cities that host FIFA World Cup 2018. For each city, these routes take into account their specific features related to historical and cultural background. © 2019 Copyright held by the owner/author(s).