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A survey carried out in the United Kingdom has named the Canary Islands as the fifth most commented on international destination on Facebook and Twitter by the country’s users, beaten only by New York, Paris, Spain and France. The study, carried out by the British tour operator First Choice, also highlights that four out of every ten adults in the United Kingdom admit to being ‘social tourists’ who browse information on an average of 14 tourism destinations every year on social media. Another noteworthy aspect of the study reveals that three out of every ten people say that social media has the greatest influence on the decision of where to go for their next holidays.

For Sara Sánchez-Romo, Promotur Turismo de Canarias’ Social Media Manager, the international prominence of the archipelago on social media is mainly due to ‘the interest that it generates in the British market, given that these are the users who create it, and generally comment on and share content’. However, Sánchez-Romo also points out that the growth of the social identity of the Canary Islands brand foments this interest. ‘Brands have a lot to say on social media if they are able to generate relevant and sharable content.’

This social identity is formed of 29 profiles on social media such as Facebook, Twitter and YouTube in 15 different languages, which have racked up more than 800,000 followers. These channels allow all kinds of content to be shared, from photographs to videos, illustrations or memes which, in turn, are shared by users with their own followers. An international team of community managers update these Canary Islands brand social profiles each day to turn tourists into loyal consumers of the destinations who share their expectations, plans and experiences of their trips to the islands on social media, all with the ultimate aim of extending the publicity ‘naturally’. Proof of this has been the #latituddevida hashtag promoted by @islascanariasoficial which has already accumulated more than 150,000 photographs of the Canary Islands shared by Instagrammers.