Why does a country have an Instagram?

When studying abroad in Australia, many of the destinations I decided to research and visit were places that a travel blogger, aGoPro photographer, or even a country had posted on Instagram. That’s so weird to say, but it’s true – Australia itself was posting pictures of baby koalas, beautiful beaches and luxurious foods I needed to see and try. I mean come on…

Screen Shot 2017-02-19 at 11.26.24 AM.pngScreen Shot 2017-02-19 at 11.26.07 AM.pngScreen Shot 2017-02-19 at 12.09.10 PM.pngScreen Shot 2017-02-19 at 12.09.00 PM.png

But I really do find it fascinating that countries need to promote themselves through these channels to get travelers’ attention and ultimately drive the tourist experience. Back in the day, travel agents were the ones pushing people in certain directions, but now with the transparency and availability of all the information online, people are making their own decisions.


Beyond my own experience, Australia is a regular pro in the tourism marketing world. The campaign “There’s nothing like Australia” has many different focuses and is shared though many different forms of media, social being just one. They even posted a Guide about how to get the most of a marketing campaign, using this one as the example.

Australia puts an emphasis on staying on top of social trends, like video/Instagram stories currently, eye-catching content, and forming a plan. Also, by sharing users content, it is interactive with their followers and has people generating the content for them for free. Brands that work with their followers benefit in more ways than one – and Australia, through their social media, has turned themselves into a brand.

Screen Shot 2017-02-19 at 11.46.18 AM.png

Antigua Barbuda Romance

On Valentine’s day, the country with the most weddings per capita launched a Facebook page dedicated to romance. “Our goal is to provide exceptional experiences for all visitors each and every time, and we believe that this tool is another way to provide a richer customer and visitor experience.” – CEO of Antigua and Barbuda Tourism. Along with pictures and posts, a global sweepstakes is being held for a romantic vacation to Antigua.  Increasing awareness, creating conversation, and getting people to interact via this giveaway are a great way to increase tourism for the country. Additionally, for someone like me, seeing beautiful photos on social media gets me thinking about these places and adding them to my list of “must sees.”

Screen Shot 2017-02-19 at 11.37.18 AM.png

Peru – Land of Hidden Treasures 

With inspirational messages as a place to “discover yourself” Peru wanted to increase awareness of the country’s beauty and drive tourism. The use of videos highlighted different experiences that are Peru specific like foods, sand boarding, and the amazing Macchu Picchu. It included luxury vacation stays to camping, making travel accessible for everyone. Measured by a Facebook study, “the strategy increased the country’s recognition in South Korea (by 17%), Germany (8%), France (7%) and Argentina (7%).” [1]

What is amazing to me is that I went to Peru probably right before or in the beginning of this campaign, and ever since I have seen Peru in every “must go” or “top countries of 2016” guides. When social channels are filled with promotion for a certain place, and it is beautiful, eye-catching content,  magazine editors, travel sites, and newspapers will also pick up on these trends, creating more press on the country. Social media opens direct country-to-consumer information flow, and allows people to see their tourism options, creating awareness of places like Peru.

Watch the video

 #OnlyInLouisiana & #TexasToDO

States can do it too! I read an article that Louisiana is launching a campaign around the hashtag #OnlyInLouisiana, hoping that visitors and residents will create the content, and share why it is a great tourism destination. However, when searching the hashtag, not much content has come up by the state itself or by other users. This is an example of a need for more publicity about the campaign – and if the @louisiana Instagram itself (which doesn’t seem to exist) had a strong following and began posting user-created content, there could be a stronger backing around the campaign.

The Texas tourism board has got it figured out. With @TexasTourism having almost 65,000 followers, it uses content from these followers: people are posting with the #TexasToDo hashtag in order to share their favorite things to do in Texas. The tourism website itself also has the ability to upload and share your must-do’s in Texas. This is an example of a more strongly backed state’s campaign that uses social media to drive tourism.

Screen Shot 2017-02-19 at 12.06.31 PM.png

Something different – Japan’s Powder Dash

Japan tourism created a Facebook game that allowed users to “try out” the powder snow that Japan offered travelers. Players could “race down mountains, hit jumps, do tricks, in a bid to score high points and unlock advanced snowboards,” all while challenging and sharing with friends.

Japan tourism is another example of a well established country on social channels, with large following and great content.

Screen Shot 2017-02-19 at 12.18.03 PM.png

Many countries should follow in pursuit if they are in the hopes of increasing tourism! By setting up social accounts, sharing user content, and creating buzz through press and travel sites, it is a low-cost and effective way of promoting travel to a country. Following Australia’s guide, and  being inspired by Peru, who did not have that strong presence to begin with, I hope to see more countries taking reign of their social media channels.


[1] http://www.andina.com.pe/ingles/noticia-peru-land-of-hidden-treasures-campaign-boosts-countrys-tourist-appeal-653803.aspx

[2] https://sflcn.com/antigua-barbuda-launches-tourism-social-media-channel-dedicated-romance/

[3] http://www.tourism.australia.com/campaigns/TNLA.aspx



  1. alexisteixeiraa · ·

    Awesome post Erin! With the development of social media and how much it has influenced and helped travelers I can completely understand why countries have Instagrams and I think you made a number of great points supporting this. I know when I travel I look at travel bloggers or click on the places tags to see what people are posting to see what I should do/see/eat. I know a lot of people love to get classic Instagrams such as in front of the John Lennon Wall in Prague or at Cafe Du Monde in New Orleans so I can completely understand why certain places, not just business/people, have Instagrams. I also think these country Instagrams or hashtags, similar to business driven platforms, really help promote and encourage people to visit these places. I had never realized what an influence these postings had when I was traveling so thank you for putting it into such a great posting.

  2. fayehubregsen · ·

    Great post on how countries might think about leveraging social media to fuel tourism. This is particularly relevant as I prepare to travel to Cuba in a couple of weeks — a country known for limited wifi and internet access. That being the case, I have struggled to find blogs and SM accounts outlining must see-sites from the Cuban perspective. In an attempt to learn more, I set up a Cuba Google alert, but would be curious to see if Cuba ever embraces the direct country-to-consumer information flow via SM, what they would choose to highlight.

  3. Love this post. It is a totally strange concept that a location creates an instagram/facebook account, but it makes sense considering where social media has taken us throughout the years. My husband is from Michigan and I remember when the “Pure Michigan” commercials started popping up we made a joke out of it, but I read an article recently that gave some stats on increased tourism numbers, so I guess it’s actually working!
    By the way, I studied abroad in Australia, too, and I remember thinking how “old school” things were because there were travel agencies all over the place and when I wanted to travel within the country my best bet was to speak with an agent. Glad to hear they are moving away from this…

  4. Nice post. It has been fascinating to see these travel destinations begin to market themselves on social media in recent years. Given the number of places involved, I do expect that it likely makes a difference! Some have been quite creative too.

  5. I really enjoyed your post! I would agree that the growing social media presence of certain countries or cities plays a role in what places people travel to. It definitely affected where I decided to travel to while I was studying abroad in Italy last year. Budapest, for example, was somewhere I had not considered before I saw a lot of travel bloggers discussing the city’s beautiful sights.

  6. Great Post. I remember going with my family to travel agents years ago in order to book a trip. Today, thanks to the Internet and SM, things are so much easier in selecting a destination, and taking care of all the plans online too, such as flights, hotels, car rentals, and tours, etc. It is amazing how things have evolved so much that travel agents today are not as necessary as they used to be. I think that marketing travel destinations through Instagram is a great idea in order to attract tourism. I also enjoy reading travel bloggers’ posts, I find it helpful in choosing and directing my plans from the bigger details to the nitty gritty ones, too.

  7. It’s impressive how social media has become increasingly important for countries and touristic locations to promote themselves. A year ago, when I was studying abroad in Hong Kong, every time that my friends wanted to visit a country the first thing I did was to write the country’s name in Google to see the images that popped out. If I liked what I saw then I would continue making research about prices, hotels, transportation, etc. but if the pictures were not appealing enough then we would disregard the option of going to that country. From personal experience I can tell how important it is for countries to learn how to “sell themselves” online to the tourists since it is the first place where they will look. Back in Costa Rica, my home country, many people are becoming bloggers to show everyone our wonderful beaches and it is having a significant effect to bring more visitors.

%d bloggers like this: