The Importance of Social Media in Promoting a Destination

In 2012, nearly 83 million tourists visited France, making it the top destination in terms of international arrivals. Since 2010, when the tourism sector was hit by the economic crisis, the number of visitors to France has been growing steadily. All these visitors naturally generate significant revenue. In 2011, tourism accounted for some $55 billion for France, representing more than 7% of the country's GDP. The economic impact is therefore enormous, and even the slightest decline in these figures could have a severe impact on France's economic activity. Efforts must therefore be made to promote the country so that tourism revenue continues to rise steadily. To achieve this, one development strategy is to focus on emerging markets that offer very attractive prospects for growth-and thus purchasing power. It is up to France to capitalize on this opportunity.