This study explores the lived experiences of Grenadian tourism practitioners, the impact social media has on their businesses, and any challenges that they may face in using social media. The research studies the perspectives and experiences of 17 service providers and five individuals who occupy various strategic roles within the tourism associations and organisations on the island of Grenada. This qualitative approach provides rich and deep data that is presented in this thesis. Recommendations are developed which could be used by service providers and policy makers to use social media to improve Grenada‟s tourism products. This study concludes that service providers understand the immense benefits that social media could bring to their businesses. However, there are barriers that prevent the optimal use and adoption of social media. These barriers include time, inadequate finances, and a lack of dedicated personnel to manage social media platforms. This study uses an interpretative phenomenological approach with semi-structured interviews, and several contributions to academic knowledge and practice emerge. This study contributes to academic knowledge on the use of social media from the perspective of a small island-state that is at a developing stage. In addition, there are several implications for practice, including a strong appeal for the differentiation of Grenada‟s tourism products to better compete in the regional and global marketplace.