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.

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.