"Facebook ten years". A few words that will have many choking on their morning coffees - but, yes, the omnipresent social network celebrates a decade this week.
Through the various stages of its rapid growth, once it get out from behind the walls of high-end US universities, Facebook has been an inevitable magnet for all things travel-related.
It's all about sharing (and showing off), right?
The launch of so-called fan Pages for companies and organisations accelerated things even further, with most consumer-facing travel brands now having some kind of presence on Facebook.
Tourism organisations have been in the sweet spot of Facebook marketing for a number of years, with the official Australia page coming up to close to 5.5 million "likes".
VisitBritain was one of the first tourism boards to take a bit of a risk with its fan page, branding it in an entirely different, not-so-obvious way to Love UK, and more recently to Love Great Britain.
The page has now collected close to two million likes since it launched just over four years ago.
Now some might question if the page should actually have attracted more, given the presence of the London 2012 Olympics and various happenings in the Royal Family in recent years (marriages, babies, etc), but it is still one of the most popular country sites on Facebook.
So what other factoids does it have to share?
- Despite having a presence for nearly four years, reaching two million has actually come quite late - the second million has come within the last 12 months.
- Activity during the London Olympics 2012 opening ceremony accrued almost 120,000 likes.
- 92% of its fans are from overseas.
A study of fans carried out last summer also unearthed a few interesting nuggets of information as to the importance of the page for the organisation.
- 38% of fans claim after using the page for information they decided to stay longer in the UK.
- 41% said they moved from having a "possible" to "certain" after becoming fans.
- Almost 45,000 additional room nights a year a predicted to have been made as a result of having the fan page.
- VisitBritain equates the activity on its Facebook page to an additional £3.7 million in tourism spend per year.