Visit Isle of Wight says its summer marketing campaign delivered its strongest results to date, reaching potential visitors more than 8.5million times and helping drive a 27% increase in traffic to its website.
The campaign ran across Google, Facebook, Instagram and TikTok during the key summer booking and travel period, with Visit Isle of Wight focusing its advertising on audiences considered most likely to be interested in visiting the Isle of Wight.
Website visitors increased by 27% compared with the same period last year, while the number of new visitors rose by 23%.
Paid digital advertising also delivered stronger value, according to the tourism organisation, with display advertising generating clicks at a cost of around 1p each. Visit Isle of Wight says the industry average is approximately 34p.
TikTok advertising was used for the first time as part of this summer’s campaign.
The campaign video received more than 2.3million views on the platform and generated almost 12,000 visits to the Visit Isle of Wight website, helping the organisation target new and younger audiences.
Advertising on Facebook and Instagram reached 239,000 people – 56% more than last summer – while the number of people watching campaign videos more than quadrupled.
Outdoor advertising was also secured at locations across Southampton and Portsmouth, putting the Isle of Wight’s tourism offering in front of more than 324,000 people.
Visit Isle of Wight says the results form part of a re-defined marketing approach focused on reaching people considered most likely to visit, encouraging engagement and measuring the value delivered by its marketing spend.
Dominic Wray, Interim CEO of Visit Isle of Wight, has said:
“Every business that pays the levy deserves to see what it’s delivering. This summer, our marketing activities brought 27% more people to the Visit Isle of Wight website, delivered our strongest campaign results to date, and achieved better value from our investment.
“These results give us a strong platform to build from. Wight BID 3 would give us the investment and strategic focus to reach more potential visitors, do more of what works and deliver even greater value for the Island’s visitor economy.”
The figures have been released as the next stage of the Wight BID 3 process gets underway. The ballot is being conducted by Civica Election Services and will be entirely postal, with eligible businesses being encouraged to have their say.
Completed ballot papers must be returned by 17:00 on Thursday 29th October 2026.
Further information is available at www.wightbid.co.uk.
