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Social media means big business for Australian tourism

7 May 2015

Results from a recent Facebook survey undertaken by Tourism Australia highlight the important role social media platforms and user-generated content play in stimulating conversations about Australia and promoting the country as a travel destination of choice.

Images of native animals, beaches and landscapes posted on Tourism Australia’s Facebook page are influencing international visitors to travel to Australia thanks to the site’s 6.2 million followers.

The Australia.com Facebook survey found 72 per cent of followers used the page for "holiday inspiration", and 82 per cent said the page had influenced the likelihood of travelling to Australia.

16 per cent of followers had actually made a travel booking based on a post they liked.

Tourism Australia managing director John O’Sullivan said that the most effective and authentic way to tell stories about a destination was through the people who visited or lived there.

“The way we market our country has changed dramatically, with a huge shift away from big budget ‘paid’ advertising campaigns, towards highly cost-effective ‘owned and earned’ channels, which this survey shows can play a conversion role.

“For me, these results are proof positive that our Facebook page and our other social media channels are now a powerful part of our marketing mix, helping to inspire, influence travel to Australia and the uptake of tourism experiences and products,” Mr O’Sullivan said.

Find out more about Tourism Australia’s Social Media Program.