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New research from VisitBritain: Role of social media in engaging international audiences

VisitBritain have released a new research report looking at 'The Role of Social Media in the Context of Holidays'. The study focuses on four markets: the USA, India, Germany, South Korea and Germany and looks at how these populations use social media when planning a holiday to the UK.  

The report reveals preferences regarding types of device and platform used to inform decision making about destinations, preferences regarding professionally produced content or that generated by friends.  

Whilst providing useful information for institutions in the UK hoping to attract visitors from inbound tourism, the findings of the report could also be of use to museums and galleries trying to promote their work more generally to international audiences.

VisitBritain has a guide for how travel trade and industry can engage with social media channels on its website, see

Read the report here

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