Bit confused about the new Tourism Australia site,, which launched today. Initially promoted as a social media portal in which ordinary Aussies extoll the virtues of their country, turns out it’s a competition site. Best entry wins a $25,000 trip while the photos and accompanying words (“There’s Nothing Like…”) will be used on a “new map of the best Australian holiday experiences”. The whole thing looks management rather than people driven. Inevitable I suppose but a little disappointing given the high expectations of what can be achieved for destinations through social media – witness Tourism QLD’s “Best Job In The World”. Anyway, check it out, see what you think.

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