Despite, or perhaps because of, its closed international borders for the past year or so, Australia is still one of the most sought-after holiday destinations in the world – especially on social media – according to its local tourism body.
Tourism Australia says its official Instagram account, @australia, has amassed over five million followers on the app, making it the most followed national destination page in the world.
It seems there is no end to the ways in which popularity can be measured, but who can ignore a social media indicator in this day and age?
Tourism Australia says that, using the same yardstick, New Zealand comes next with 1.1 million followers while the US, UK and Japan are all in the 200,000 to 500,000 range.
Having started the page over a decade ago, the team behind @australia have posted a total of 10,665 pictures to the feed since it started – equating to around two to three posts a day.
Besides filling the feed with wanderlust-inducing images and videos, the account continues to ensure the country stays top-of-mind for travellers around the world and prepares them for the (hopefully soon) reopening of borders.
