VisitWiltshire tops tourism social media table

VisitWiltshire has topped the first English Tourism Social Media Index, thanks to its range of content and use of the #timeforwiltshire hashtag.

The league table graded 126 regional tourism bodies in England according to the social media performance of their official channels.

Visit Cornwall and VisitLondon ranked second and third in the index, which was produced by media agency Umpf in association with

The index was compiled following a full analysis of each tourism body’s social channels, including Facebook, Twitter, Pinterest, Instagram, YouTube, Google+, Vine, LinkedIn and Flickr.

Four judges also studied the social media postings from each tourism body and their scores were incorporated into the rankings.

Matthew Balmforth, Umpf social media account manager and one of the judges, said: “VisitWiltshire’s data score was one of the country’s best, attaining top marks for engagement – the content produced is clearly in tune with their communities’ wants and needs.

“As well as great content and audience growth, the team’s overall understanding of social media and responsiveness to their communities, in particular on Twitter, cemented VisitWiltshire’s place as winner.”

The other judges were Samantha Mayling, acting editor of travelGBI – part of the Travel Weekly Group – Saskia Welman, PR manager for, and Adrian Johnson, founder and managing director of Umpf. 

The English Tourism Social Media Index is the third index to be launched, following the Sport and F1 Indices.

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