Instagram: most popular travel account is Tourism Australia

  • @Australia Instagram

Tourism Australia Instagram account recently hit half million followers – thus becoming the most followed account in travel and tourism across the globe.

Followers of their @Australia Instagram use the hashtag #SeeAustralia to get their pictures seen by Tourism Australia. Currently, around 900 photos are linked to them on daily basis – leaving to the three-people-strong social media workforce the hard task to choose the best 5 or 6 shots to republish.

Since it started 2 years ago, the @Australia account has published around 500.000 photographs of all Australian iconic landscapes and imagery, including beautiful seascapes, sunsets over the desert and kangaroos.

The first and most obvious reason for this roaring success is, of course, the fact that Australia is a particularly beautiful and photogenic land. Add to that the fact that anyone taking pictures over there can hope to have them seen by hundreds of thousands of fellow instagrammers – and getting credited for it!

But Jesse Desjardins, manager of the social media team for Tourism Australia, has a further explanation:

“It's all about the strength of our community. I look at other brands in the US, better-funded brands who would have social media teams of 50 or 60 people. We only have a small team, but when you look closely it's actually the 900,000 people who work in the tourism industry and the 23 million people who live in Australia who are all part of our team.”

PHOTO GALLERY Tourism Australia Instagram account

Indeed, this Instagram success has also managed to attract physical visitors to Australia: "We know from the feedback we get that tourism operators get a huge amount of additional interest, enquiries and bookings when they're featured in our social media posts.” Mr Desjardins explained proudly.

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