Abstract
The aim of the study is to investigate the impact of social media (in particular Facebook) on tourism development in Africa from 1995 to 2017. The empirical evidence is based on both the static and dynamic model namely the random effect and panel vector error correction (PVECM) model. The result shows that social media has positively contributed to tourism development which can be explained by improved marketing and communication of the tourism companies through this route. Further analysing the results, it can be observed that internet penetration and tourists' income are important determinants of tourism while inflation is seen as a deterrent. Moreover, the dynamic results confirm the concept of repeat tourism in the short run as the lagged of tourist revenue has contributed positively towards the current level of tourist revenue.
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