Impact of Social Media on Tourism Traffic on the Example of the West Pomeranian Province

Purpose: The aim of this article is to analyze the influence of social media on tourism in the West Pomeranian Voivodeship.. Sedigne/Methodology/Approche: When communicating the voivodeship on social media, it is important to bear in mind that the content posted there touches on different topics and reaches different audiences. The research hypothesis was defined as follows: Building the voivodeship's communication in social media by, among other things, analyzing what they are most interested in and following trends, creates an opportunity to interest tourists in different content. The following research methods were used in the study: content analysis of documents and materials, analysis of secondary research carried out by the West Pomeranian Voivodeship, own research - analysis of social media. Findings: Without a proper social media strategy, but also without following trends, content and the popularity of individual media, it will not be possible to attract tourists. Only the synchronization of all these elements makes it possible to run social media attractively in the voivodeship. Practical implications: The activities presented in the article can serve as a guideline for other provinces, but also for tourism operators. Original/value: The article has practical applications. The analysis of the results of the study can be used by other players in the tourism industry who treat social media as an important channel of communication with tourists.