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Social media adoption among enterprises in the EU tourism ecosystem

Data

21 August 2024

Social media adoption among enterprises in the EU tourism ecosystem

Adventure tourism

Coastal, maritime and inland water tourism

Cultural tourism

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An illustrative photo of a person holding a smartphone with the camera app open.

According to statistics, the average share of tourism ecosystem enterprises in EU destinations using two or more social media platforms increased to 42.0% in 2021, with notable growth in countries like Norway, Estonia, and the Netherlands.

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Publishing org

European Commission

Topics
Geographical descriptors

Austria

Belgium

Bulgaria

Croatia

Cyprus

Czechia

Denmark

Estonia

EU-27

Finland

France

Germany

Greece

Hungary

Ireland

Italy

Latvia

Lithuania

Luxembourg

Malta

Netherlands

Norway

Portugal

Romania

Slovakia

Slovenia

Spain

Sweden

Organisation Type

Academic / Research and VET Institutions

Company with 250 or more employees

Consumer Organisations

Cultural and Heritage Organisations

Destination Management & Marketing Organisations

EU Institutions

Financial Institutions and Investors

Industry Associations and Chambers of Commerce

International Organisations

Local Authorities

Media / Journalist Organisations

National authorities

Networks and Federations / Confederations

NGOs / Non-profits

Regional Authorities

SMEs (a company with less than 250 employees)

Trade Unions

  • Specific types of tourism

    • Adventure tourism

    • Coastal, maritime and inland water tourism

    • Cultural tourism

    • Ecotourism

    • Education tourism

    • Festival tourism

    • Gastronomy tourism

    • Health and medical tourism

    • MICE tourism

    • Mountain tourism

    • Religious tourism

    • Rural tourism

    • Sports tourism

    • Urban/city tourism

    • Wellness tourism

  • Transition Pathway Strategic Areas

    • Coordinated information on travelling

    • Improving statistics and indicators

    • Innovative tourism services

  • Business activities

    • Camping grounds, recreational vehicle parks and trailer parks

    • Events catering and other food services

    • Holiday Housing / Apartments and other short stay accommodation

    • Hotel and similar accommodation

    • Mobile beverage services

    • Mobile food services

    • Other accommodation

    • Other food and beverage services

    • Other holiday reservation services

    • Restaurants, cafes and bars (Food and Beverage serving activities)

    • Tour operator activities

    • Travel agency activities

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According to the EU Tourism Dashboard, in 2021, the average share of tourism ecosystem enterprises using two or more social media platforms in EU destinations was 42.0%. Since 2019, most EU countries have experienced positive changes in social media adoption by tourism enterprises. Notably, Norway saw a significant shift from 17.2% to 60.1%, Estonia from 15.9% to 35.8%, and the Netherlands from 29.1% to 56.5%. This positive trend suggests an increased presence and usage of social media by tourism ecosystem enterprises, thereby enhancing the accessibility of their services.

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