Tourism Australia embraces digital marketing
Tourism Australia managing director Andrew McEvoy explains how the rise of the internet, social media and mobile technology is changing the way Australia is marketed as a holiday destination.
Nowhere is the transition in tourism more visible than in marketing, where technology is changing how we promote our country to the world.
Our industry is witnessing a seismic shift from traditional to digital marketing – something Tourism Australia is positively embracing.
Globally more than 50 per cent of consumers use digital channels to research and plan holidays. A similar number of Australian consumers visit travel sites on a monthly basis.
Here at Tourism Australia, we’re harnessing the power of social media and continue to enhance our presence in the digital space.
We manage the largest Facebook page in Australia and largest destination page in the world – with 4 million fans. We also have the most followed destination on Google+ and Instagram, and are active on Twitter.
Social media is deeply integrated now in our marketing activities, including the latest phase of our There’s nothing like Australia global campaign, which was even launched in Australia on our Facebook page.
The new ad has already received more than 30 million online views globally, across digital and social media channels, including YouTube and, in China, Tudou, Youku, Banma and Baidu.
And individual operators in the Australian industry are catching on too. An example is Pro Dive on the Great Barrier Reef which offers free Wi-Fi on their cruise vessels – so holiday makers can immediately share their amazing diving experiences with their social media networks. What better way to promote their business, Cairns, the Reef and Australian tourism.
Our Facebook page is a powerful marketing tool, allowing the industry to showcase itself to the world. Operators can post content on our page, and even list themselves to our “Things to Do” tab – nearly 1,000 Australian operators have already done so – giving four million fans of Australia access to their tourism attraction or event – that’s incredible free advertising.
Smart tourism businesses understand that marketing Australia is changing through the internet, social media and mobile technology. The smarter ones are doing something about it.
My message to the industry is positively embrace digital and social media in promoting your Australian tourism and your business.
Andrew McEvoy returned to Tourism Australia in January 2010 to take up the role of Managing Director, following almost three years as Chief Executive of the South Australian Tourism Commission (SATC). Andrew has more than 15 years of tourism specific marketing experience. He began his career as a journalist with News Ltd before taking his understanding of the media and switching to tourism. His first role was with Tourism Victoria during the establishment of the highly successful domestic campaign – You’ll Love Every Piece of Victoria (1993) – which still runs today. Andrew has also worked in regional tourism (Ballarat), for the Melbourne Convention Bureau and had a previous stint with Tourism Australia running its operations in the UK, Europe, the Americas and New Zealand. Andrew is married to Ali and has three young children who all share his passion for travel and all things Australian.
LesPickett
January 3, 2013 at 5:47 am
TRAVEL & TOURISM
Melbourne (MCEC) will be venue for 40th annual ARTDO International Leadership and Human Resource Development conference to be hosted by Australian Institute of Training and Development 9 – 12 April 2013. An optional workshop will be held in Sydney 15 April to provide our overseas members with an opportunity to visit both cities. We have found http://www.australia.com and http://www.visitmelbourne.com.au invaluable in helping our members (in nearly 30 countries) plan their visit. Conference info: http://www.aitd.com.au
nancy30
February 7, 2013 at 11:05 am
Good initiative
It is a good initiative by Tourism Australia, I have seen similar ways of marketing by various countries one of which being Malaysia, Australia is a land of beauty and beaches, the world needs to know about it. The best thing about digital marketing is that people can interact with you I have already joined the facebook page of Tourism Australia and hope to see some apps on iphone and Android mobiles as well.
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December 10, 2013 at 10:03 am
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July 16, 2014 at 9:29 pm
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Jammi
November 26, 2014 at 3:43 pm
RE:Tourism Australia embraces digital marketing
The majority of businesses have started using social media for marketing their products and services effectively.
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