Bermuda Tourism’s official Facebook page has almost doubled the number of followers it had a year ago, attracting more than 100,000 ‘likes’.

A press release from Bermuda Tourism Authority said the page had experienced a 91 percent increase in the number of followers across “this key social network” since February 1 last year.

The page had 52,454 likes at the end of January 2013 and had 100,385 this afternoon.

CEO Bill Hanbury said: “We are extremely pleased to see how Tourism’s Facebook page has grown to become one of the most influential platforms to reach potential visitors.

“We understand the importance of social media and are placing a great deal of emphasis on our digital assets going forward. We will continue to utilise creative ways to stimulate our current followers and gain new ones across these very important channels.”

The press release said the use of “compelling imagery” partly explained the increased traffic, along with information promoting the Island’s latest campaigns and events, and paid-for adverts.

Mr Hanbury said: “We look forward to our continued collaboration between our partners and in-house social media experts to determine new and exciting ways we can foster relationships between Bermuda and potential visitors.

“Our social media assets, and our Facebook page in particular, brilliantly show how our Island offers ‘So Much More’ than anywhere else and we look forward to welcoming more visitors in 2014.”

Facebook users have to ‘like’ the Bermuda Tourism page in order to follow its posts.