SOCIAL media may have killed off big-budget tourism advertising campaigns once and for all with Tourism Australia achieving remarkable success on Facebook.

Images of native animals, beaches and landscapes posted on TA’s Facebook page are generating real business for tourist operators thanks to the site’s 6.2 million followers.

A survey undertaken by TA found 72 per cent of followers used the page for “holiday inspiration” and 16 per cent had actually made a travel booking based on a post they liked.

Animal pics routinely attract the most “likes” with a controversially censored photo of Big Baz the kangaroo at Featherdale Wildlife Attractions in Sydney, getting more than 1.1 million views.

TA boss John O’Sullivan said the way the country was marketed had changed dramatically from the days of “Throw Another Shrimp on the Barbie” and “Where the Bloody Hell Are Ya?”

“There’s been a huge shift away from big budget “paid” advertising campaigns towards highly cost-effective “earned” and “owned” channels including our Facebook page,” said Mr O’Sullivan.

“Nobody tells a story about a destination more effectively and more authentically than those who are experiencing it, or the people who live there and that is the heart of our social media strategy.”

In the year to March, overseas visitors to Australia exceeded 7 million for the first time.

Kellie Ames from Featherdale Wildlife Park said the “likes” on their pics on TA’s Facebook page had translated to more visitors.

“It’s just amazing — as soon as anything is shared by TA there’s so many people following our page, and wanting to come and meet the animals,” said Ms Ames.

“The thing about social media is, it’s not just us trying to advertise our product. People are sharing it with their friends, and friends of friends.”

South Australia’s Adventure Bay Charters owner Matt Waller said the site had given them great exposure to an international market, and overseas visitors had grown accordingly.

“We’ve learnt that if you want to engage customers, (the images) have got to be cute, funny or sexy. They’ve got to make people smile,” said Mr Waller.

But he said there was one image Tourism Australia would not abide on its Facebook page.

“A big part of our business is cage dives with Great White sharks, and they won’t publish one of those photos, Mr Waller said.

“It hits a nerve among tourist operators who don’t want to see images of sharks being used to promote Australia. It’s too politically difficult.”

For a FREE market update email us at [email protected] or follow property reports on www.appgchina.com