Visit Exmoor Social Media and Communications Guidance for Members


Visit Exmoor are here to support you and your business. We are working hard to deliver campaigns that can help our tourism businesses now in the run up to the spring/summer 2021 season. We now have a social media audience of 30,000 followers across Instagram, Facebook, Twitter and now LinkedIn. In the last year we have had 130,000 visitors to our website!

Marketing Checklist 

We have put together this marketing checklist identifying a few activities to take a look at – if you haven’t already – over the coming weeks. If you have any questions about these or would like any help, please contact Cally Elston on

  • ✅ Is your booking and cancellation policy clearly stated on your website? We are aware a number of businesses are offering a flexible cancellation policy - it would be advisable to have policies clearly stated in communications with terms and conditions set out on your website. Don’t just post these on social media as the information is soon lost.
  • ✅ Is your Covid-19 information up to date? It is really important all Covid related information is as up to date as possible. Any visitors to your website will expect to see a recent statement along the lines of: ‘We look forward to welcoming visitors later in 2021. Read our latest Covid-19 policies and procedures HERE.’
  • ✅ Have you included all the latest information about your cleaning protocols and policies? Visitors need to be reassured and want to know what your business is doing in order to provide a safe environment for them. These protocols will play an important role for many months and years ahead so if they aren’t as complete or detailed as they could be, now is a good time to build on these.
  • ✅ Do you have any accreditations? Ensure these are clearly set out on your website with the logos and some information about the accreditation and what it means to you to have this. You could write a blog post telling visitors about any schemes and share on social media.
  • ✅ Don’t have any accreditations? If you don’t have any accreditations, now is good time to get these! The more the merrier – there certainly is no limit to how many accreditations a business can have. There are a number of schemes such as:
    • We’re Good to Go – Visit England/Visit Britain*
    • Covid Confident scheme – AA
    • Safe, Clean and Legal – Quality in Tourism
    • Safe Travels – World Travel and Tourism Council

 *The ‘We’re Good to Go’ scheme has been extended for 2021. Read more here.

  • ✅ Do you have any awards? If you have any awards, shout about them! Make sure the logos are on your website, preferably on the homepage and a dedicated awards page. Tell people what they mean to you, do a blog post, share on social media.
  • ✅ Is your website content up to date? Potential visitors are busy researching holidays and content on your website needs to be as up to date as possible. If you have done any refurbishments or have adapted your product/service, get all this information added to the website. Don’t just post on social media as the information is soon lost.
  • ✅ Are you active on social media? Ensure you are still active on social media during this lockdown phase. Post about your business, the local area, what you’ve been doing during lockdown, what you are most looking forward to when we can reopen. Keep the engagement. Don’t have any social media channels? It is never too late to start an account up! Even if you only use one channel - we would recommend Facebook or Instagram – have a go.
  • ✅ Is your Visit Exmoor business profile up to date? Your business profile on Visit Exmoor can be updated at any time. Please review your page(s) and get in touch if you would like to update any of the content, add new images, add any awards or accreditation logos.
  • ✅ Would you like a shout out on the Visit Exmoor Facebook page? As part of your membership, we promote your business on our social media channels. Now is a key time to be encouraging post-lockdown breaks and highlighting summer availability. Don’t wait for me to come to you! Please get in touch to coordinate your post and let me know any specific messages you would like to promote. Please contact Cally Elston on


Social Media: Activity and Campaigns 

During this third lockdown in England, it is now more important than ever to keep up with your social media channels, and continue to engage with your visitor and potential visitor audience. Although we are not able to welcome visitors during this time, we can look to inspire future visitors.

The below is a brief outline for our social media hashtags for now, the lockdown phase. These are our key campaign messages and are being used across our social media activity.  
#VirtualExmoor and #VisitExmoorLater 
These hashtags should be used with any photography or virtual footage being shown on your channels. We are not encouraging travel right now but are inspiring future travel. 
#ExmoorStaycation and #BookAhead and #GetSummerSorted
We are actively encouraging people to book their holidays in advance and get set for their summer holidays and breaks. 
A friendly note that we can't wait for the return of visitors:
“We’re looking forward to welcoming visitors back #SeeYouSoon

Want to play your part for a Plastic Free future?

Every day approximately 8 million pieces of plastic pollution find their way into our oceans. Globally there is recognition that this must stop, which is why Exmoor National Park Authority has signed up to the ‘Plastic Free Communities’ campaign, coordinated by Surfers Against Sewage.
Single-use plastics have no place in our National Parks. Our ambition is to drastically reduce the consumption of single-use plastics, like packaging, cups, cutlery and carrier bags throughout Exmoor National Park, starting with the Authority, and working to help spread the word and find solutions within our wider communities.
Our Ambition is to:
REDUCE our single-use plastics footprint AND to help UNITE COMMUNITIES to do the same across Exmoor National Park.
We will achieve this by:
1. Reviewing our daily operations to identify ways of reducing single-use plastics.  
2. Encouraging partner organisations, communities, and business to get involved and supporting them to take action.
3. Spreading the word about the plastics problem and simple ways of helping tackle it. 
For more information and to get involved please contact Lucy McQuillan, Exmoor National Park Authority 07966 515580 to register, and follow the four steps, as set out in the Surfers Against Sewage Business Toolkit. On successful completion you will receive an award that you can proudly display at your business and use the Plastic Free Logo in your marketing materials. Visit Exmoor will list any Plastic Free Exmoor accredited member businesses in our Green Tourism section of our new website, free of charge. 

Buy Local Campaign

Together with Exmoor National Park, Visit Exmoor are working hard to promote our local producers, retailers and businesses with an online shop plus tourism businesses who are offering gift vouchers.

Take a look at the Buy Local page here. If you would like to be listed on the page please get in touch with Cally Elston on

#BuyLocal #BuyBritish #SupportLocal #EatExmoor


Countryfile Digital Campaign

We are working hard to promote the winter season and have teamed up with Countryfile to produce this fantastic advertorial highlighting all the reasons to make Exmoor your next #Staycation. This advertorial has been shared to our Facebook and Twitter pages. If you would like to use this link in your marketing, please feel free.

See the advertorial here.

#ExmoorStaycation #BookAhead


Covid Countryside Code Posters

Exmoor National Park have created two ENPA posters advising on visitor behaviour code: 
These can be printed and displayed in shops or given to guests on arrival. 

Create your own Virtual Footage

Virtual tours and video footage have become increasingly popular online. We have noticed an uplift in journalists requesting this type of content to promote businesses and attractions. It’s a really powerful way to engage with your current audience and to attract a potential new audience during this lockdown phase. 

Most mobile phones have video recording as a functionality, this is all you really need to create some simple footage. Why not have a go at producing a short video clip to use on your social media?
If you are an accommodation provider:

Create a virtual tour of your accommodation, giving people the experience of what they can expect to see when they stay with you.

Capture a panoramic view of outside the accommodation and show the magnificent views of Exmoor or beauty and charm of your local town or village. 

Think about including yourself in the video - highlighting the warm welcome guests will receive when they stay with you in the future. 

If you work within food and drink:

Prepare a clip demonstrating how to cook a signature dishes.

Offer some hints and tips, such as ‘How to make the perfect…’. 

With many parents at home with their children, you could look to feature some child-friendly cooking ideas and suggestions with a brief demonstration. 

If you are an attraction or activity:

A virtual tour or virtual experience of your business or activity is a really good way of promoting your facilities during this period.

Heartwarming or amusing anecdotes and images of what you are doing to stay busy.

Also think about whether there are engaging online activities for children that you could create and publish during this time. These are becoming increasingly popular on social media with parents searching for ideas. 


Blogs are an opportunity to tell the world why Exmoor is such a fantastic destination and why people should come and interact with your business.  For example, you could write about Exmoor National Park being an International Dark Sky Reserve and why people should come and stay at your accommodation for this experience. Or you could write about the Exmoor ingredients that go into your food and produce and what makes them so special or unique. Or you could write about your favourite walks and favourite places across Exmoor and tie these back to your business (if you offer tours for example). You can also focus on your unique offerings i.e. eco-credentials or dog friendly.   And if you do enter the above awards, you will have created some fantastic copy (saying why you are wonderful and deserve to win an award!) which you can easily use within your marketing (and share with Visit Exmoor). Alternatively, contact me with a theme for a blog that we can co-write.

Remember to tag us when you post any content on social media:

@visit_exmoor (Instagram) and @visitexmoor (Facebook and Twitter).

Please contact us directly if there is anything you would like to discuss or talk through or if you have any thoughts or ideas.  We are here to support our members.


Further Visit Exmoor page links:

Coronavirus Business Support: Toolkits, Training, Industry Data & Research  

Coronavirus Business Support: Key Information & Links