Travel

Australia hopes to be most talked about viral destination

Tourism Australia has set ambitious goals to generate the most viral buzz this year. – AFP picTourism Australia has set ambitious goals to generate the most viral buzz this year. – AFP picSYDNEY, Feb 23 – The Australian tourism board has unleashed an aggressive public relations campaign to make the country down under the most talked about tourism destination on social media platforms like Facebook, Twitter and Instagram.

It’s a strategy that calls on the country’s tourism operators to leverage the power of social media and promote Oz as a holiday destination and encourage user engagement.

Tourism Australia, for instance, cites its ‘Friday Fan Photos’ page as an example of user engagement, allowing fans to post photos of their holiday adventures on their Facebook wall.

Since the feature was launched, fans have been sending in more than 1,000 photos a day across Tourism Australia’s social media platforms.

The page also names Facebook fans who are particularly active ‘heroes,’ such as 81-year-old Harry Willey, described as one of the Australia’s “most passionate advocates,” who regularly engages with fans.

As of Wednesday, the tourism board’s official Facebook page had about 4.1 million fans. With 245,156 fans talking on the page, that works out to a user engagement rate of 0.17 percent.

By comparison, the world’s most visited country last year, France, counts a fraction of Australia’s number, with just 9,391 ‘likes,’ significantly less than the official Facebook page for Paris which counts about 53,000 fans.

Like Australia’s Facebook page, Paris je t’aime also posts fan photos on their site and holds contests for members.

VisitEngland, which last year was touted as one of the hottest travel destinations for last year due to the summer Olympic Games, counts 179,938 likes.

According to Tourism Australia, meanwhile, the country was the most popular travel destination on Facebook, Google+ and Instagram last year. – AFP-Relaxnews