Australian Tourism's million Instagram followers

Tourism Australia is today celebrating achieving more than a million followers of its @Australia Instagram account.

Tourism Australia Managing Director John O'Sullivan said @Australia was the most popular national tourism destination Instagram page in the world, with more followers than the Canadian Tourism Commission (@explorecanada, 131k), Tourism New Zealand (@purenewzealand, 30k), VisitBritain (@lovegreatbritain, 11k) and South Africa Tourism (@meetsouthafrica, 6k) combined.

“Our followers are posting these images because they have a genuine desire to share their many personal and positive Australian holiday experiences and, by doing so, play a part in promoting a country they love,” he said.

Amongst international followers, 91 per cent of respondents said @Australia inspired them to find out more about Australia as a holiday destination, with 87 per cent of respondents saying the content made them more likely to travel to Australia. Forty-three per cent of international respondents said they were currently planning a trip to Australia.

One Australian ex-pat follower currently living in the UK and interviewed in the survey said: “Love your page! I'm Australian living in London, and I use your page to showcase Australia to all my English friends”.

A 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 approximately six weeks in Australia next year. I can't wait to set foot on the continent that's intrigued me for years”.

Tourism Australia's social media team has published a presentation outlining how it uses its @Australia Instagram page to inspire the world to travel to and through Australia. View it here.....

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