The document analyzes the use of social media by tourism organizations from several countries including Visit Scotland, Discover Ireland, Definitely Dubai, Discover Northern Ireland, and Italia. It reviews the mobile friendliness and websites of each organization and finds that Discover Ireland has the best mobile website that automatically redirects users to the mobile version. It also promoted the report on various social media platforms like Twitter, YouTube, and blogs to reach potential consumers. In conclusion, the document states that tourism organizations are using all social media platforms to reach potential visitors and campaigns have the potential to reach millions if fully utilized.

1. MN319
E-Marketing
Tourism Industry
Social Media Analysis

2. Our project examined the use of social media by
Definitely Dubai
Visit Scotland
Discover Ireland
Discover Northern Ireland
Italia

3. Organization Profiles…
Visit Scotland is the National Tourism Organisation for Scotland, its
markets Scotland to all parts of the world.
Discover Northern Ireland is a non-departmental public body of
the Department of Enterprise, Trade and Investment Northern
Ireland. Have attracted visitors by opening world class visitor
attractions and a programme of major events.
Discover Ireland is operated by Fáilte Ireland. It features
comprehensive information and listings on all information needed
by visitors.
Definitely Dubai is managed by the Dubai Department of Tourism
and Commerce Marketing. It shares the story of the city with
potential visitors.
Italian Tourism is the official tourism website for Italian Tourism. It
features information and items of interest for potential visitors.

4. Each Year Millions of People Visit…

5. Mobile
Review
Discover Ireland was
the best scoring
website on the mobile-
friendliness scale .
It was the only website
to automatically
redirect to a mobile-
friendly version.
The app is perfect for
Smartphone users on
the go, with simple
instructions and large
writing.

6. Website
Review
Discover Ireland made use
of social media, like links to
Twitter, to promote their
business.
Definitely Dubai looked
great but focused more on
selling supplemental
products, than their tourist
attractions.
Northern Ireland has a
simple, easy to use layout,
and great information
given about upcoming
events.
The Scottish website makes
excellent use of imagery
and promote upcoming
events effectively.
The Italian website is the most appealing
and attractive.
1

7. Visit Scotland – No1 on
Visit Scotland – No1 on
Discover Ireland – No1 on

8. Promotion
We promoted our
report using Twitter,
our YouTube video
and Wordpress Blog as
well as a feature blog
on Social Media

9. Conclusion
Organizations are using all platforms of
social media to reach potential
consumers
Social Media campaigns have potential
to reach millions of people if exploited to
their full potential