An important development in travel for Australians happened quietly over recent weeks.
‘Worldwide Community’, a leading international Instagram group, opened its first ‘hub’ in the country @ww_australia – providing a whole new field of destination inspiration for travellers.
The extroadinary growth of Instagram – the fastest of any social platform – has changed the face of travel and has inherently altered the way travellers experience new things
Research shows almost 70% of travel enthusiasts worldwide now rely on Instagram to find inspiration for new journeys.
The impact of ‘Insta-tourism’ has forced the tourism sector to re-think strategies; directing marketing away from advertising toward the use of ‘instagram influencers’.
This is where Instagram hubs like @ww_australia come in. There are thousands of them, containing hundreds-of-thousands of artists, photographers and influencers who feature travel, landscape, nature, wildlife, portraiture, cityscape and street images.
People considering a holiday can easily see pictures of the most idyllic, traditional, cultural and exciting attractions – so it’s little surprise that travel behavior is changing as a result.
Because people engage with Instagram 10 times more than with Facebook, for example, travel and accommodation brands have moved onboard in huge numbers, providing more visual content that connects to our innate desire to discover and experience.
Attractions, increasingly, are also providing destinations with strong image potential, with the need for few, if any, words.
Worldwide Community is one of the most prestigious, influential, creative and fast-growing Instagram organisations – and features the work of some of the world’s best photographers and artists.