Australia continues to rely on billboard-style and cinematic advertising to promote itself as a destination. This approach, used for decades, presents a national image built around iconic sites and curated visuals.

While this style may appeal to tourism bodies because of the celebrity-fronted content and central control, it is increasingly out of step with how modern travellers plan their journeys.

In 2025, travellers are scrolling TikTok, watching Instagram reels, and browsing peer reviews. Tourism campaigns should meet people where they are.

Read more: Still throwing shrimp on the barbie: why is Tourism Australia's advertising stuck in 1984?

Social media is a central source of travel inspiration, particularly for Gen Z and millennials, according to a global survey of 20,000 respondents across all age groups.

Almost 90% of young travellers discover new destinations through TikTok, and 40% say they have booked a trip directly because of something they saw on the platform.

What matters most is not just reach, but trust.

Influencers shape behaviour from desire to booking and post-trip sharing. Their impact rests on perceived authenticity. Real people telling stories resonate more than stylised ads.

Storytelling sits at the heart of this shift, and tourism providers can engage in this form of storytelling, too. Airbnb’s

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