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Media and PR

The Most Popular Tourism Photos on Instagram All Come From Australia

Jason Clampet photo
Jason Clampet

Photo Credit: This picture of a stop along the Great Ocean Road is the fourth most-liked travel industry image on Instagram.  Instagram / Tourism Australia

Skift Take

The organization has found a way to engage visitors and locals in a way that should be a blueprint for other destinations looking for a two-way conversations with their biggest fans.

Pity the poor travel marketer that goes up against Tourism Australia on social media. Australia has already had success with images on social media with full-frontal photo of a kangaroo went viral on Facebook in August 2013. But it's Facebook success is small potatoes compared to how it performs on Instagram. Of the over 2,000 brands and influencers currently tracked on SkiftIQ, only three other photos broke into the top 200 of most liked photos on Instagram, one a portrait of Anthony Bourdain in the foothills of the Himalayas, and two by Foster Huntington of A Restless Transplant

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