This study presents a netnographic discourse analysis of social media content generated around three high profile European Holocaust heritage sites: Ann Frank’s House in Amsterdam, The Auschwitz-Birkenau Memorial and Museum in Poland, and the Jewish Museum in Berlin, Germany. It identifies four salient discourses under the headings of Holocaust heritage as social memory, reactions to Holocaust heritage, obligation and ritual, and transgressive visitor behaviour which frame the values, existential anxieties, emotions, priorities and expectations of visitors. The findings will be of interest to stakeholders involved in the planning and management of Holocaust heritage since they provide unique access to a synthesis of unmediated visitor feedback on European Holocaust heritage experiences.