We all know travellers (especially of the leisure flavour) are using social networks in some way to plan a trip - whether it's reviews or looking for ideas.
While there is a general consensus that Twitter is best placed for engagement and customer service, rather than "discovery", other forms of social media are providing some valuable tools for destinations and tourism boards when trying to influence potential visitors.
There are some mind-blowing statistics kicking about that brands (marketers in particular) should never forget - with over three-quarters of travellers share some form of content on the web when they return, still perhaps the most enticing.
Nevertheless, with all that noise out there, it pays to think a bit more strategically rather than see who can shout the the loudest.
Here is a handy infographic from LeadSift to explain more:
NB:Twitter noise image via Shutterstock.