International DMOs on Pinterest

Many international DMOs have recently started to use Pinterest as another platform to promote their destinations. Since my list was created in mid-February, there has been a significant increase — from 3 to 26 international DMOs on Pinterest, as of March 10.

Of these 26, there are only 10 DMOs that have solid accounts with 75 or more pins. The chart on the right depicts the top 10 international DMOs with the most pins.

Visit Norway is clearly leading the way with 300 pins, 18 boards and 162 followers.

In terms of number of pins, close behind Visit Norway are the following DMOs: Visit Peak District (299 pins, 15 boards), Visit Trentino (284 pins, 18 boards), Visit Melbourne (236 pins, 9 boards), Visit Abu Dhabi (191 pins, 12 boards), Tourism Vancouver (122 pins, 9 boards), Visit Tuscany (117 pins, 8 boards), Calgary (103 pins, 3 boards), Visit Jordan (98 pins, 13 boards) and Visit London (75 pins, 7 boards).

Below that are 7 DMOs with a decent start (23-43 pins each), 4 DMOs with less than 11 pins each and 5 DMOs that have inactive accounts with 0 pins.

In terms of number of followers, Visit Norway is still at the top with 162 followers. 

Behind Visit Norway are the following DMOs: Visit Trentino, Visit Tuscany, Visit Elche and Visit Melbourne.

Visit Jordan is close behind these top DMOs with 47 followers and Calgary has 27 followers.

Below those are 7 DMOs with a good start (10-25 followers each) and 12 DMOs with less than 10 followers each, 2 of which have 0 followers.

In terms of follower growth, Visit Norway had an increase of 13 followers over the past week. There were 5 international DMOs that saw an increase of 1-5 followers and the other 20 DMOs had no increase. As you can see, gaining followers organically on Pinterest is not easy. Creating a solid strategy and promoting the account definitely helps.

And finally, in terms of which countries have the most DMOs on Pinterest, Italy is in the lead with 4 DMOs. Both Canada and Norway each have 3 DMOs. England, Australia and Croatia each have 2 DMOs.

The following countries each have 1 DMO: Cuba, Fiji, Greece, Holland, Hungary, Ireland, Jordan, Spain, United Arab Emirates and Wales.


Late last night, a friend forwarded a post about Australia’s Pinterest account. I didn’t have time to rewrite my blog post but I wanted to share this information with you.

Australia is truly in the lead of all the international DMOs with 839 pins on 31 gorgeous boards. They also have 412 followers, more than any other international DMO, and I expect that this number will continue to increase dramatically.


  1. Too bad Discover America ( didn’t make the cut. CVB/DMO collaboration could be extremely helpful to Brand USA, don’t you think?

    I’ll look forward to reading your articles during your Pinterest week. Personally, measurement appears to be a key struggle in terms of how to seamlessly roll Pinterest metrics into the monthly total social media report–without creating a ton of busy work for the metrics compiler.

    Plus, despite setting clear goals (or the dreaded KPIs), measurement on Pinterest is not as clear as it could be, and I’ve yet to see anyone write earnestly about the matter.

    Until the Community Management tools (think Argyle) or the Media Monitoring tools (think Radian6) get in the game on reporting for Pinterest…there will be no automation. Granted, you could argue that KPIs (and manual measurement) would be a better reporting strategy for Pinterest, since it’s a new platform. However, there’s only so much time in the day.

    We’ll see how it shakes out. Google’s Schemer may make more sense for travel…think of the integration and analytics there!! (Are you with me?) Although, Pinterest is obviously where the people are.


    • I’ve been tracking Discover America with the US CVBs and DMOs. And I agree, there’s a ton of Pinterest potential for Brand USA.

      Have you looked at It provides more stats but there isn’t a way to track specific time frames. I’m sure it’ll only be a matter of time before better tools are available.

      Thanks for the comment!

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