Tourist Destinations Have 3 Times the Facebook Followers, but Their Posts Get Less Than Twice the Views
The typical tourist destination's Facebook page has about 3 times the followers of the typical business page in Diib's data, but its posts get less than twice the views.
If you run a destination or attraction, a big Facebook following is a starting point, not a guarantee anyone sees your posts. Judging your page by views rather than follower count gives you a truer picture of whether Facebook is working.
Tourist destinations, from local attractions to visitor bureaus, tend to build large Facebook followings. Diib’s data shows that a bigger following doesn’t translate into proportionally more people seeing their posts.
The measures here are a Facebook page’s follower count and the number of times its posts were seen, which Facebook calls post impressions, over a 30-day period.
What the data shows
- Bigger audiences. Across 92 tourist destination pages, the median page had 1,922 followers. Across roughly 19,900 pages in all industries, it was 600, so about 3.2 times as many.
- Smaller gap in views. The typical tourist destination page’s posts were seen 287 times in 30 days, against 164 overall, about 1.75 times as many.
- Very uneven reach. A quarter of tourist destination pages had 24 or fewer post views in the period, while the top quarter had 16,149 or more.
What this does and doesn’t tell you
These figures are aggregated from Facebook pages connected to Diib, for a 30-day period ending in late October 2026. The industry group is small, so treat the exact ratios as a rough guide. The data doesn’t show how often these pages post, what they post, or whether any of it led to visits. A page that posted nothing in the period would show few views no matter how many followers it has.
What it does show is that a large following is not the same as a large audience. The difference between the busiest and quietest pages here is far bigger than the difference in follower counts.