Social Media


Travel Tech

Social networks are further on the rise as more and more consumers worldwide are using these networks in their everyday lives. Already, social networks reach nearly one in four around the world. Since last year, social networks have risen from 1.4 billion to 1.7billion users, showing the tremendous annual growth and the overall power that social networks have. Latest forecasts from eMarketer show that by 2017, social networks will have a global audience of 2.55billion users, demonstrating the rapid expansion of social networks over the upcoming years (eMarketer).

Drivers of Growth

Unsurprisingly, emerging markets are driving this rapid growth in social media reach. Asia-Pacific will have the largest social network audience worldwide through 2017 and the Middle East and Africa will have the second largest audience. However, there are some countries within these regions where social network audiences are predicted to grow fastest. These are: India, Indonesia, Mexico, China and Brazil. For marketers and tourism organizations, there are huge potentials in reaching consumers in these markets through social networks.

Largest social network audiences

Asia Pacific: Asia Pacific has the largest audience from all regions with 777 million social network users this year. Over the next years, this figure is predicted to further grow to 1,231 million users in the region. Both China and India will be the countries that will drive this growth the most.

Americas: Latin America and North America will also contribute to the large growth. Especially Brazil will drive growth whereas the US social network users are just growing slightly each year.

Middle East and Africa: This is another region where tech savvy consumers are increasing the social network usage. From this year until 2017, the audience will almost double in numbers, which is incredible.

Europe: Europe is another region that already has a high penetration in terms of social network usage but will still experience growth over the next years, especially in Central and Eastern Europe.

Social network penetration

There has been a shift from developed markets dominating the social networking landscape towards emerging markets taking over. This is mainly due to the large populations in these markets, leading to bigger social network audiences. However, more advanced markets such as Central, Western and Eastern Europe as well as North America will have a much higher penetration rates in terms of social networks than the fast growing emerging markets. In 2012, the global social network penetration was around 20% of the overall population.  This year, it is predicted to grow by 4% and by 2017 the penetration will have reached around 34%.

The potentials for social networks are big in tourism! Businesses really need to make sure that their social media strategies are in place. Responding to the many trends happening in terms of new social networks arising and changes in the social networking behaviour is crucial. Today, it is all about content and making consumers at the center of everything, letting them tell and share their stories. Building up communities and advocates and engaging with these are at the core of many strategies.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank