User-generated content has always been seen by consumers as the most credible option to take opinions from about a particular destination, event, hotel or restaurant, compared to taking it from sales based literature. It has been the holiday-maker or business traveller’s preference for some time. The power of social media is not insignificant given the volume of users various sites have. The world’s largest social media network Facebook is home to more than 800 million active users for example and TripAdvisor, the world’s largest travel community is 16 years in business in 2016. For an illustration of the impact that social media has had on the tourism industry, see our latest infographic below.