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This paper explores how the national tourism organizations (NTOs) of the top 10 most-visited countries by international tourists strategically employ Facebook to promote and market their destinations. Based on big data retrieved from the NTOs’ Facebook pages, and leveraging advanced metrics for capturing user engagement, the study sheds light on the factors contributing to superior level of social activity. The findings indicate that the way Facebook is tactically employed varies significantly across the NTOs. The panel data regression analyses suggest that engagement is positively affected by posting visual content (namely photos), and posting during the weekends, and negatively affected by evening posting. Post frequency displays no statistically significant effect on social engagement. The study also shows that most of the NTOs (except for Italy, Spain, Turkey and the UK) deploy Facebook with a top-down …