Now in its second year, the English Tourism Social Media Index is an annual league table of the 129 tourism bodies in England, ranked according to the best use of social media by their official social media channels.
Of the 129 tourism bodies analysed, 32 are counties and 97 are towns and cities within nine regions of England. This year’s index includes three new additional tourist organisations compared to the 2015 edition.
The English Tourism Social Media Index – part of a wider Social Media Index which was launched in 2013 – is compiled by measuring the social media performance of each tourism body based, not just on an algorithm, but research from a team of five people who looked at nine social networks. The data was then analysed by a panel of four judges who presided over the final results.
Produced by PR and social media agency Umpf in association with HolidayLettings.co.uk, the Index includes an overall table of all 129 English tourism bodies ranked first to last, a counties table, plus nine additional tables showing rankings based on bodies within Visit England’s nine regions*.
Last year, Visit Wiltshire won the overall 2015 English Tourism Social Media Index, but has dropped to fifth in this year’s table as Visit Cornwall claimed the top spot (see case study below). VisitLondon took second position (up from 3rd last year), with Visit Peak District & Derbyshire (up from 8th last year) rounding off the top three. In the counties table, Visit Cornwall was again the winner, with Visit Peak District & Derbyshire placed second and Visit Wiltshire ranked third.
Six of the tourist bodies in last year’s top ten made this year’s top ten, with eight of Visit England’s nine regions represented amongst this elite group. Notable inclusions in this year’s top ten included Visit County Durham (6th this year, up from 57th in 2015 – see case study below) and Cumbria Tourism (7th this year, up from 61st in 2015).
Congratulations to the tourist bodies who topped the nine regional tables for best social media performance: North East – Visit County Durham; North West – Cumbria Tourism; Yorkshire & The Humber – Experience Wakefield; East Midlands – Visit Peak District & Derbyshire; West Midlands – Visit Stoke-on-Trent; East of England – Visit North Norfolk; London – VisitLondon; South West – Visit Cornwall; South East – Visit Thanet.
There was small improvement in the average score across the 129 tourist boards, up from 49.6 last year to 50.5 this year. The largest area of growth was seen in the average score of the bottom 50 tourist boards, which improved by 1.6% from 36.7 to 38.3 out of possible score of 100.
*The 129 tourist boards were taken from the VisitEngland website. Organisations that didn’t have dedicated social channels to tourism were discounted from the list. This index is not produced in association with VisitEngland.