Three things we tell every tourism client about social media right now — and what most destinations still get wrong.

Some office days look like new business decks and client reporting. Others look like heading into the beautiful Perth Hills with a camera to capture content that shows off incredible walking trails. We'll take the second one every time, and that's exactly what a recent shoot for Experience Perth Hills Armadale looked like.

The Six Seasons Trail invites people to experience the landscapes of this part of the Perth Hills through the changing rhythms of Whadjuk Noongar Boodja (Country). Winding through forests, wetlands, granite outcrops and creek lines, each trail reveals a different chapter of a landscape shaped by nature and cared for by Whadjuk Noongar people for thousands of years.

Inside the five-day Great Southern Wine Producers Association stakeholder engagement project — how consultation workshops across every sub-region shaped a new Wine Infused Destination Strategy.

Is your destination ready for the high-value traveller? With premium expectations now hitting the mainstream, the "Top 10" list is being replaced by a desire for access, story, and personalisation. We dive into the maturation of the experience economy and share three key strategies for DMOs to develop the luxury market—without needing a six-star lodge to do it.

AI is changing destination marketing, and it’s already much more than a tool for generating captions faster.

Two examples worth watching: Destination Toronto is using AI to rethink how travellers discover and plan a trip, rather than just automating existing marketing tasks. Brand USA, similarly, has been analysing the actual questions travellers ask — using that pattern of enquiry to understand traveller behaviour and intent, rather than relying purely on traditional search-term data.

State vs State: Public Sector Socials Edition, published by Seamus Boyer, assessed government social media across every Australian state and territory — state government, premiers, capital city councils, transport, health, police, and tourism — scoring each on five criteria: innovation, people, proactivity, boldness, and interaction. Boyer's own conclusion, in his words, was blunt: "people beat polish," and boldness is the ingredient missing almost everywhere in government social.

What Tourism Ireland’s “Ireland Goes Beyond” campaign gets right — and what every destination marketer can take from it.

Most tour operators don’t have a product problem; they have a demand management problem. If you're tired of crossing your fingers after hitting "boost," it’s time to rethink your digital ads. Learn why structured search campaigns, retargeting, and immersive short-form video are essential for modern tourism brands, and how professional management can turn slow seasons into steady growth.

If you've ever sat down to write a marketing plan and ended up with a 40-page document that nobody looks at again, you're not alone. We see it all the time. Destinations and tourism organisations put real effort into planning, but the document ends up in a drawer while the team goes back to posting on Instagram and hoping for the best.

The problem isn't the plan itself. It's that most destination marketing plans are written to be impressive rather than useful. They're full of goals that can't be measured, strategies that aren't connected to real budgets, and audience descriptions so broad they could apply to anyone. Here's how to build a plan that your team will actually use — one that drives real results for your destination.

From aesthetic moods to unfiltered "chaos," social media marketing is entering a new frontier. While traditional storytelling still has its place, today’s audiences are looking for authenticity they can feel in a split second. We dive into the rise of "Brand as Mosaic" and share how tourism and lifestyle brands can stay flexible, jump on trends, and show the real-life personality behind the logo.

The way travellers plan trips has changed. With the rise of AI overviews and "zero-click" search, Google is often providing answers before a user even clicks your link. This shift requires a new approach: Generative Engine Optimisation (GEO). Here are 7 ways tourism brands can stay visible, build authority, and ensure their content is surfaced by both humans and machines in a rapidly evolving digital landscape.