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Surge in Australia holiday interest

People hoping to book yacht charters in Australia might be some of the three million people worldwide who have become fans of Tourism Australia's Facebook page.
 
The milestone is no mean feat, especially as the number of fans of the page has risen by a staggering one million since the turn of the year.
 
The Facebook page has long been the world's most popular tourism destination page and is the largest Australian-themed one.
 
It goes without saying that the Tourism Australia are pleased with the popularity of their Facebook page, especially as social media is becoming increasingly important for tourists looking to book the dream holidays.
 
Managing director Andrew McEvoy said: "We are in the business of telling the world about Australia's incredible tourism experiences but the beauty of social media is that it allows our fans to share their stories about what makes Australia a unique destination to visit in a compelling and authentic way.
 
"The success of our Facebook page demonstrates the value of advocacy and word of mouth endorsement as a marketing tool and this is an approach that we will continue to use in the next iteration of our global marketing campaign There's nothing like Australia."
 
Those people who have a penchant for sailing in Australia will want to subscribe to the page which could have information on Australia's unrivalled beaches and seemingly endless coastline.
 
Tourism Australia has made a point of ensuring it was part of the social media revolution so it can help intrepid holidaymakers choose where they want to go while Down Under at the click of a mouse.
 
Its Facebook page is integrated with Tourism Australia's wider social media activity, which includes Twitter, a dedicated YouTube channel, Google+, Instagram and an increasingly large presence on major Asian social media platforms Weibo and Tudou.
 
Nick Baker, Tourism Australia's executive general manager of consumer marketing, said: "A key part of our success so far has been to understand what our audience cares about and create social media activity around that. Collectively, our three million fans have a Facebook network of more than 350 million friends which means we have a huge potential reach.
 
"What we are finding is that the best way to get Australia's message out there is to encourage them to get their networks involved in telling their story. We will continue to evolve our strategy to provide our fans with relevant content that they can be part of and build upon with us."
3 July 2012