How Strong Is Your Social Media Presence?

Why it matters

Social media is where many trips now begin. A traveler scrolls, sees a short video of a castle tour, a sunset from a viewing deck or a child feeding a goat at a farm park, and saves it for later. Expedia Group’s 2025 Traveler Value Index, a survey of 11,000 adults in 11 markets, found that 61% of travelers now find trip ideas on social media, up from 35% in 2022. The same study found that 73% say influencer recommendations have shaped a booking decision.

For attractions, this can matter even more than for many other businesses. People choose experiences because of how they look and feel, and social media shows that better than a price list. The market is also large and growing. Arival and Phocuswright’s Travel Experiences 2026 report found that global experience bookings reached $253 billion in 2024, passing pre-pandemic levels. Attractions with clear, active social accounts are better placed to catch the attention of travelers while they are still deciding.

How to check where you stand

• Does your profile bio say in one line what your attraction is, where it is, and link to your ticket page?
• Have you posted something new in the last two weeks that shows the real visitor experience?
• Do you reply to comments and direct messages within a day or two?
• Do visitors tag your attraction in their own posts, and do you share or thank them?
• Can a stranger tell from your last nine posts what a visit is like, who it suits and when to go?

How to improve step by step

1. Fix your profile first. Use the same name as on Google and your website. Write a short bio that says what you are and where, and add a direct link to tickets or opening hours.
2. Pick one or two main platforms. You do not need to be everywhere. Choose the platforms your visitors use most, often Instagram and one video platform, and do them well before adding more.
3. Show the experience, not just the building. Post short videos and photos of the moments visitors love: the view, the guide telling a story, the animal encounter, the first ride of the day. Real moments often feel more honest than polished ads.
4. Share practical tips. Post about the best time to visit, how long a visit takes, what to bring and where to park. These posts get saved and shared by people planning a trip.
5. Make sharing easy for visitors. Create one or two photo spots on site and put up a small sign with your account name. When visitors post, thank them and, with permission, share their content.
6. Reply to every comment and message. Questions in comments are often about hours, tickets or accessibility. A quick, friendly reply can turn a curious viewer into a visitor.
7. Plan a simple monthly calendar. List upcoming events, seasonal changes and behind-the-scenes stories. A plan of two or three posts a week is easier to keep than daily posting that stops after a month.

How AI assistants see this

ChatGPT, Google AI Overviews, Gemini, Perplexity and similar tools do not scroll your feed like a person does, but public content about your attraction still shapes what they know. When your name, location and type of experience are the same on your social profiles, your website and your Google listing, these tools can connect them and describe you correctly. Visitor posts, captions and comments that mention what makes your attraction special add more signals. Social media works best for AI visibility when it points back to a clear website with full details.

Common mistakes to avoid

• Posting only offers and ticket prices, with no content that shows what the visit actually feels like.
• Leaving comments and messages unanswered, especially simple questions about hours or tickets.
• Using a different name or old links on social profiles, so visitors cannot find your website or booking page.

Key takeaways

• Many travelers now get trip ideas from social media, so your accounts are part of how visitors choose.
• Show real visitor moments and practical tips, not only promotions.
• Make it easy for visitors to tag and share you, and always thank them.
• Keep your profile name, bio and links consistent with your website and Google listing.

Frequently asked questions

Which social media platform is best for an attraction?

It depends on your visitors. Visual platforms like Instagram and short video apps suit most attractions, because experiences are easy to show in pictures. Start with one or two and add more only when you can keep them active.

Should my attraction work with influencers?

It can help, but choose people whose followers match your real visitors, such as local families or culture lovers. Be clear about what you offer in return, and ask them to show the honest experience.

How often should an attraction post on social media?

A steady rhythm matters more than a high number. Two or three good posts a week, plus quick replies to comments, is a realistic target for a small team.

Sources

1. Expedia Group, 2025 Traveler Value Index: https://ir.expediagroup.com/news-and-events/news/news-details/2025/Travel-Priorities-Reinvented-Expedia-Groups-2025-Traveler-Value-Index-Signals-a-Shift-in-Consumer-Priorities/default.aspx
2. Arival and Phocuswright, Travel Experiences 2026: https://arival.travel/article/4-findings-for-experiences-market-2026/