Skift Take

Facebook remains the number one platform for trip sharing, which means it continues to be the best place for inspiration and tips. Sour startups can point out that this data is only applicable to visitors who’ve been to Australia, but it’s an extrapolation we’re willing to learn from.

Brazilian travelers are the most likely to turn to social media after a trip, and they sign into Facebook when they’re ready to share.

Indonesians are more likely to talk about their trip on Blackberry Messenger than Twitter or TripAdvisor.

And Asian travelers are slightly less likely to use social media to share their experiences than their fellow travelers in the U.S., UK, and Germany.

These are the conclusions we’ve drawn from Tourism Australia’s recent report on the international distribution of the country’s tourism product. The final section of the report (below) looks at the post-destinaton sharing tendencies of travelers from ten different countries.

On average, 56 percent visitors used or planned to use social media to share their trip experiences. Facebook (45 percent) was the most commonly used platform followed by Google Plus (16 percent), YouTube (9 percent), Twitter (6 percent), and TripAdvisor (4 percent).

The order changes in countries where specific social media sites carry more influence. Facebook is the most commonly used site for trip sharing in every country except China, where 28 percent travelers share via Sina Weibo and 24 percent use QZone.

Sharing: Tourism Australia Report

Outside of Facebook, country-specific site are the most popular platforms in Japan and South Korea. Japanese travelers turn to Mixi (16 percent) and South Koreans use Naver (28 percent) and Cyworld (11 percent). The most interesting discovery was in Indonesia where 33 percent of residents that visited Australia plan to share their experience via Blackberry Messenger.

In India, 75 percent of a small sample size of just 700 people reported using or planning to use Facebook to share their Australian trip experience. The sampling is too small to accurately represent Indian travelers as a whole, and anecdotal evidence indicates that word of mouth has the highest level of influence within the post-destination pause.

Appendix D of the follow report looks at how travelers in ten different countries use the Internet during the five stages of travel:

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Tags: australia, facebook, social media

Photo credit: Promo shot for the State Library's popular Lost Adelaide walking tour. State Library of South Australia / Flickr

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