SUCCESSFUL PROMOTION STRATEGY IN DESTINATION TOURISM MARKETING THROUGH SOCIAL MEDIA; QUEENSLAND, AUSTRALIA CASE

Abstract

The World Tourism Organization’s message in the new awareness campaign is "Tourism enriches individuals, families, communities and 
all the world". On the other side, Tourism business at all levels is becoming increasingly competitive,  due to emergence of new 
destinations, rapid and affordable modes of transport, new marketing strategies and tools, changing trends etc. Tourism being an 
extremely competitive industry requires a coordinated management approach, based on a collective vision and strong partnership among 
stakeholder including governmental bodies and local community. Thus, tourism businesses can succeed with the help of a strong 
destination marketing organization. In promotion of destinations, the role of social media increases day by day. Today more travelers use 
online resources to learn about travel destinations, service providers, and pricing options to inform and make their purchases. Effective 
use of social media is probably the best tool for destinations for raising awareness about tne destination.  It’s cheap and effective.  But it 
requires time, planning, good strategy and innovation. In this paper; Firstly, destination tourism marketing will be mentioned. Secondly, the 
term and effective use of social media will be a emphasized and finally as the case study, social media campaign of Queensland, Australia 
to market the Great Barrier Reef  will be examined in detail.