Local tourism businesses need a more prominent online presence and must embrace digital marketing.
93 per cent of tourists come from the UK, with 25 per cent eating in local restaurants - many of whom look to the internet to make a reservation.
The visitisleofman.com site sees 150,000 monthly visits, and an Island-based online booking service has seen an increase in services by 500 per cent this year.
Head of tourism Angela Byrne says it's all about adapting communications to the modern day consumer:
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