BOURNEMOUTH Tourism is now reaching nearly 2.7 million people over social media, the council says.

The borough calls social media "possibly the most now the most important platform to connect and engage with visitors", claiming 303,000 people engaging and a value to the borough of more than £14m.

The figures are in a report to the environment and economy scrutiny panel by cabinet member for leisure, tourism and the arts Councillor Pat Oakley.

The report states: "Press releases have resulted in over 3,500 items of coverage, an increase of 36 per cent on last year.

"There are over 35 articles in national press and the team have accommodated over 17 press trips and 15 national and international broadcast crews.

"The advertising value equivalent stands at £14.5m, already ahead of the whole of last year, and has reached in excess of 170m people.

"There is irrefutable evidence of the influence of the tourism PR messaging."

Bournemouth council has come under fire from within the town hall for its spending on communications.

Tory councillor Nick Rose was censured by the Conservative group after he abstained on the budget vote earlier this year citing his opposition to PR spending.

He said: "It makes my blood boil that the council is wasting so much money on self-publicity when we have to provide essential services for our residents."

Alongside bournemouth.gov.uk the borough has 14 other websites and 44 social media accounts – 21 of which are focused on tourism and others for libraries, parks and youth services, all managed centrally.

Council leader John Beesley has defended tourism marketing, saying: "The destination marketing contributes towards the wider economic benefit of tourism to the town, which is estimated to be worth £670 million per annum.”

The council's most popular videos, according to the report, were 'Bournemouth Beach, Trip Advisor Travellers’ Choice Awards: Best Beaches' with 776k views and 180k comments, likes or shares.

A 'Christmas in Bournemouth teaser ' received 107k views and 11k people shared or otherwise engaged.

A video titled 'Red Arrows Times for 2018' saw 85k views and 29k people commented, shared or liked.