Tourism Australia's ice bucket challenge 0:39
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The boss of Aussie tourism has turned to the viral video phenomenon in an attempt to promote the nation while helping out charity.
- news.com.au
- 05 Sep 2014
- Entertainment
IT’S OFFICIAL. Images of Australia are among the most “liked” in the world, at least on social media site Instagram.
Tourism Australia’s page @Australia has just clicked over 1 million followers making it by far the most successful national destination page in the world.
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Tourism Australia's Instagram image of canapés and sparkling wine overlooking Uluru received more than 30,000 likes. Pic: Supplied. Source: Supplied
In comparison, the Canadian Tourism Commission (@explorecanada) has 131,000 followers on Instagram, Tourism New Zealand (@purenewzealand) just 30,000, Visit Britain (@lovegreatbritain) a mere 11,000 and South Africa Tourism (@meetsouthafrica) 6000.
Even an official guide to New York City has only attracted 16,000 followers.
A team of social media experts employed by Tourism Australia is responsible for choosing images posted on the page, from thousands submitted by travellers and tourism operators each day.
Some, in particular cute animal pics, attract in excess of 50,000 likes.
But TA Managing Director John O’Sullivan said the Instagram page was about more than big numbers and pretty pictures.
Tourism Australia's Instagram image of an outback-style cheese board received 35,000 likes. Pic: Supplied. Source: Supplied
“The page actually plays an important part in increasing holiday preference for Australia,” Mr O’Sullivan said.
Tourism Australia's Instagram image of a sunset dinner cruising along the Katherine River received more than 26,000 likes. Source: Supplied
In a recent survey of more than 1300 Tourism Australia Instagram followers, 69 per cent of Australian respondents said they thought posting photos on the site could help promote travel down under.
Another 88 per cent said the page had influenced their likelihood of travelling more around Australia.
Despite scenery like this, Canadian Tourism has only about a tenth of the followers of Tourism Australia. Pic: Supplied. Source: Supplied
Of the international followers, 91 per cent said @Australia had inspired them to find out more about Australia as a holiday destination, and 87 per cent said the content made them more likely to travel here.
One US follower wrote “I never thought I would want to go to Australia before I joined Instagram. Now I can’t imagine not going. So beautiful”.
Another wrote: “I’ll be spending six weeks in Australia next year. I can’t wait to set foot on the continent that’s intrigued me for years”.
Tourism New Zealand can barely lay a glove on Tourism Australia’s Instagram following. Pic: Supplied. Source: Supplied
Mr O’Sullivan said one of the biggest benefits of having such a large Instagram following was being able to provide a platform for Australian tourism businesses to showcase their product and
experiences to a global audience.
“This is great for Australian tourism and particularly for those operators who are positively
embracing social media and using platforms such as our Instagram page to promote their own
tourism business,” he said.
Instagram has more than 300 million monthly users worldwide, 70 per cent of whom are outside the US.
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