We had a website, that's besides the point. You want to be where people already are, which for American tourists, will be American social media. It's not a choice between "be on social media and survive, or don't", it's "reach the audience you're trying to reach or don't", not a matter of survival.

As long as you're using it as just another bit of marketing/advertising, it seems like a no brainer. It's those companies that only exist because FB/Insta/Twit/etc exist that are really using suspect business model. Sounds to me like you're using it as designed. GP is out of balance to me.