Tourism Australia

Let's investigate as to how Tourism Australia attracts visitors to Australia via their social media accounts. Well..... it's not off to a great start. I clicked on the social media links on the website and even though I was surprised they have a Google+ account it just leads you to the discover page and isn't linked to a page at all.

FACEBOOK

Firstly.... I am absolutely shocked by the amount of engagement their posts get on Facebook. I didn't expect a garden in a sinkhole in Mount Gambier to have 18k reactions and 1,547 shares. 

They promote the countries best features on the Facebook page whether it is through videos or photos they are always picture perfect to try and entice tourists. This video of the sunrise over Uluru had a whopping 192k views, 25k reacts and 5,339 shares. This shows that they really know what their followers want to see.

They also share photos that have been sent in by fans which is a great way to get new content and encourages people to take photos of what they believe truly captures the beauty of Australia. It's also great to see that they engage with their followers in the comments.

INSTAGRAM

Their Instagram account has 2.7 million followers and encourages people to @australia #SeeAustralia #RestaurantAustralia for the chance to be featured on their feed. This is a great idea as it encourages people to capture photos of Australia in a good light and post that on their social media for the chance to be featured which is free promotion for tourism in Australia.

Talk about million-dollar views! This is the kind of scene you'll be treated to if you head out on the waters of #SydneyHarbour. If you're an experienced seafarer or keen to give it a go, @pilgrimsailing offers hands-on sailing adventures through @sydney harbour - they'll even take you to their sailing club afterwards so you can mingle with the local yachties over a bite to eat. Note: if tacking and jibing sounds like too much hard work, you can kick back with a beverage and just admire the views. Photo: @edringwood #ilovesydney #sydney #travel #explore #photooftheday

A post shared by Australia (@australia) on Sep 20, 2017 at 4:01am PDT

They use Instagram to post photos promoting the best aspects of Australia to attract tourists which include destinations and activities. As you can see above they are promoting sailing in Sydney Harbour as an activity to do.

Imagine waking up, stepping out the front door and you’re on the beach 🙌 This is how you'll start your day at @salsalisningaloo in @australiascoralcoast. Tour this luxe glamping hideaway on our Instagram Story now 👆🏻👆🏻 Nestled amongst the sand dunes in @westernaustralia's beautiful Cape Range National Park, this secluded @luxurylodgesofaustralia eco resort is perfect for both exploring the incredible array of aquatic life of #NingalooReef and for venturing into the vast outback. Photo: @inbedwith.me #justanotherdayinwa #australiascoralcoast #luxurylodgesofaustralia #wanderlust #photooftheday

A post shared by Australia (@australia) on Sep 19, 2017 at 12:04am PDT

Above they are promoting visiting Western Australia through a picturesque photo promoting glamping next to the beach.

Meanwhile, in the @gbrmarinepark... the water is crystal clear and the locals are dressed up in their colourful finest! This idyllic spot is Keeper Reef, which you'll find offshore from @queensland's @thisismagneticisland. The area offers a wonderful dive site for those that love to explore abundant coral gardens. Expect to see schools of batfish (like this little guy!) fusiliers, coral trout, as well as plenty of turtles. Photo: @workfortravel #thisisqueensland #lovethereef #gbrmarinepark #thisismagneticisland #wanderlust ⠀

A post shared by Australia (@australia) on Sep 18, 2017 at 2:00pm PDT

I would have been surprised if I didn't see a photo of the Great Barrier Reef on there as it is one of Australia's biggest tourist attractions. They also use hashtags on photos to make it easier for people to find photos via hashtags.

TWITTER

On Twitter they have 448k followers where they share similar content to Facebook and Instagram however with different captions which is probably due to the restricted word limit.

Out of the three most recent tweets this received the least engagement with only 13 retweets and 63 likes. It shows that potentially the followers on Twitter do not want to see posts of food in their feed. 

The above post received the second most engagement with 34 retweets and 148 likes. It's promoting Luxe Lodges of Oz in Lizard Island. It shows that followers on Twitter would like to see more scenic photos rather than photos of food.

Their photo with the most engagement was the one above with 64 re-tweets and 267 likes. This photo was also shared on their Instagram but with a more lengthy caption promoting sailing in Sydney Harbour as an activity. This is probably due to the restricted word limit on Twitter as they would have had to limit the caption however less is definitely more in this photo. It's eye catching and the caption is short, sweet and straight to the point. 

YOUTUBE

On their YouTube channel they have 30k subscribers. Even I'm surprised that even with the large amount of views they were receiving on their videos with 671k views on the video on Port Lincoln and the 2.8m views on their video collaboration with Chris Hemsworth that they do not post more regularly on YouTube. It would be a perfect way to showcase the best of what destinations have to offer especially when shared across their social media channels.

After watching the video I can say that I am genuinely surprised this has 671k views and is one of their most watched videos when it is just a sea lion playing around in the water when there is plenty of other videos with more interesting content. Well interesting to me.... maybe watching sea lions play in the ocean is what other people want to watch?

Teaming up with Chris Hemsworth for a promotional video for Tourism in Australia was a great idea as he is a widely recognised Australian overseas from the roles he has played in movies. The video shows picturesque locations throughout Australia which entices visitors to come to Australia and see the sights.