CVBs on Pinterest

Pinterest has quickly become one of the fastest growing social networks to date. With over 10 million users, this network should be considered as part of an organization’s social strategy. Want more stats? Check out this Pinterest infographic from Mashable or these demographics.

If you’re not familiar with Pinterest, it’s a virtual pinboard for organizing and collecting photos and videos. I’m not going to go in-depth about how to use Pinterest as Mashable put together a nice Beginner’s Guide and there’s also this massive post with instructions, tips and more demographics.

The facts behind CVBs and destinations on Pinterest

Through my research, I found 34 US destinations and 3 International destinations (Croatia, Cuba [does not appear to be the official DMO] and Jordan) with Pinterest accounts. The following comments and stats will only reflect US destinations and are current as of February 21.

There are a total of 5,013 pins and 390 boards from these 34 US destinations. These accounts have “liked” 764 pins and have a combined following of 14,970 followers.


Savannah has the highest number of pins (751), followed by Columbus (426), Arkansas (354), Monterey (334) and Lake County, IL (306). There are 16 DMOs that have over 100 pins on their account and 18 DMOs with less than 100 pins. My personal opinion is that an account should have at least 300 pins to be taken as a serious Pinterest user.


For number of boards, Arkansas takes the lead with 33 boards. Behind them are Monterey and Kissimmee, each with 19 boards, and Phoenix and Fargo-Moorhead, each with 18 boards. There are 14 DMOs with 10-17 boards each and 15 DMOs with less than 10 boards each.

As I was researching, I saw many half-filled boards but did not explore the average number of pins each DMO had on their boards. I think each board should have at least 30 pins in order to be useful to Pinterest users.


Not all DMOs are “liking” pins on Pinterest. This action is not as strong as a repin but is still an easy way to engage with other Pinterest users. There are three DMOs with over 100 likes: Ohio (198), Monterey (178) and Savannah (140). Mesa is the next closest with 86 likes but the majority of the remaining DMOs have less than 10 likes each. In fact, 13 DMOs have 0 likes.


Visit Savannah has an astounding 12,114 followers alone, leaving a combined total of 2,856 followers among the other 33 destinations. Don’t think that this means there’s an average of 86 followers per destination. There are 5 DMOs with more than 200 followers: Savannah, Wyoming, Corvallis, Indiana and Columbus.

There are 17 DMOs with less than 50 followers each. Most of these accounts are newer to Pinterest. 5 of these 17 DMOs have more than 100 pins each so even though they’re new, they’re very active.

The mother of all Pinterest boards (for the tourism industry)

If you’re as addicted to Pinterest as I am, take a moment and follow some of these DMOs. I’ve created this CVBs on Pinterest board to help. Each pin links to the CVB’s Pinterest account so following your favorite destinations is easy.

Pinterest’ing Resources

Interested in how Amy Brock built the amazing Pinterest presence for Visit Savannah? This DMO Social Media Manager Finds Success as an Early Adopter of Pinterest post features some of her interview with DMAI.

Curious about Joe Vargo‘s Pinterest strategy for Experience Columbus? Travel 2.0’s Troy Thompson interviewed Joe for 5 Questions: Joe Vargo on Pinterest.

Learn what other CVBs are doing with Pinterest by reading the January 19 Pinterest #tourismchat transcript.

Looking for more inspiration? There are some great examples in Sheila Scarborough’s Pinterest and tourism: visual inspiration for your visitors post.

Want to make your site or blog more pinnable? Check out these Pinterest and Blogging tips.

How you can help

If your DMO is just starting on Pinterest or was not included in my CVBs on Pinterest board, please notify me by commenting on this post or email


  1. Hey Anne,

    Thanks for the link love. Kudos on the Pinterest summary, very helpful to see some perspective in terms of DMOs and CVBs using the service.

    – Troy

  2. Pingback: Pinterest for tourism: the best thing since vanilla? « Travel & Marketing 2.0

  3. Pingback: Pinterest for tourism: the best thing since vanilla?

  4. Wow, Anne. Actual research, new insights, and actionable information? You’re making the rest of the social media blogging world look bad.

    Thanks so much for sharing the results of all this hard work with the rest of us. Great stuff.


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  6. Pingback: Pinning CVBs: March 2013 « Sparkloft

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