Tourism Australia’s Facebook page is now the most popular tourism destination page in the world, demonstrating interest in the local tourism industry remains strong despite the spate of natural disasters that hit the country over the past 12 months and the strength of the local dollar.
The Tourism Australia Facebook page now has two million fans from across the world, making it not just the most popular tourism page in the world, but also the largest Australian-based Facebook page.
Its fan base has grown rapidly since first launched in 2008, growing by 855,000 new fans last year. The page reached the two million mark as a result of Tourism Australia’s New Years Eve social media short film initiative Project:12, which featured Facebook fans celebrating NYE.
As the page popularity continues to grow, Tourism Australia is encouraging local tourism operators to engage with its Facebook fans, by interacting directly with the See Australia page and providing links to tourism experiences followers might be interested in.
“In a new initiative, tourism operators can add their company to an online directory on our page which allows consumers to search for experiences, attractions and events across Australia,” Tourism Australia managing director Andrew McEvoy said.
McEvoy believes the milestone is evidence not just of Australia’s appeal to international travellers, but also the impact digital marketing has in the successful promotion of the country.
“By having the largest Facebook page located in Australia and, by a considerable distance, the largest destination page on Facebook – with almost three times as many fans as our nearest rival, Las Vegas – we can effectively demonstrate our country’s continuing appeal both to Australians and people overseas,” McEvoy said.
McEvoy said Facebook is key to Tourism Australia’s social media strategy to promote Australia’s tourism credentials at home and abroad, with fans around the world viewing and sharing photographs and holiday experiences.
“We engage very closely with our followers, listening and acting upon their feedback to deliver simple and effective content which inspires many fans to share with their own Facebook networks. It’s a massive multiplier effect and this is what social media and advocacy is all about.”