YESTERDAYmorning I posted a photograph of people sunbathing on the beach in the Playa de Palma and enjoying the November sunshine on our Facebook page and within seconds, the photograph had received 10 "likes." Within an hour the figure had risen to almost 50 and last night it was on course to reach 100. Now, we are talking a single facebook page. Earlier this week I criticised the Balearic government for not spending enough on tourism promotion. I will go even further. The Balearic government must start using social media to promote the island. All importantly it is free and secondly you can have a worldwide audience. Next week the Balearic government will be heading to the World Travel Market (WTM)in London, the focal point for the British travel industry. But one travel source told me that WTMhas become a bit of a waste of time because it is the travel industry meeting the travel industry but not holidaymakers. But this will not stop the government going over in force to talk with hoteliers that they could easily talk with in Palma. It is a question of being seen to be doing something rather than actually achieving anything. Meanwhile, a photograph splashed across facebook or Twitter or an a website is probably far more valuable, because you are reaching the people who actually come on holiday. Sometimes the most simple things can make such a big difference. A photograph is worth a thousand words.

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