The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Twenty reasons you should visit Hamilton Island, Queensland

Twenty reasons you should visit Hamilton Island, Queensland | The Insight Files |

This Traveller article lists 20 reasons to visit Hamilton Island, Queensland, with something for everyone. Some of the highlights include:

  • Hiking - with 20 kilometres of bushwalking trails to explore, including the challenging Passage Peak trail.
  • Golfing - an impressive 18-hole championship course, designed by five-time British Open champion golfer Peter Thomson occupies all of nearby Dent Island.
  • Culinary feasting - there's a choice of 14 eateries, with the ultimate dining experience offered by qualia's Long Pavilion.
  • Fishing - fishing enthusiasts can choose a half-day or full-day safari with Renegade Fish Charters. Those preferring to fish on their own can hire a tinny from Hamilton Island Dinghy Hire.
  • Great Barrier Reef - take a day trip to the coral walls of the outer reef by an advanced eco-certified operator. For those who don't want to get wet, there's an underwater viewing chamber as well as semi-submersible submarines.

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Social media to boost $4bn tourism market

Social media to boost $4bn tourism market | The Insight Files |

QUEENSLAND'S Hamilton Island has announced a valuable tie-up with Asian social media giant as part of a plan to dramatically increase the number of Chinese visiting Australia.


Chinese visitors pumped $4.2 billion into the Australian economy in 2012, with tourist numbers from the rising superpower increasing 16 per cent to a record 625,000.


China is now Australia's second largest inbound tourism market by volume, behind New Zealand and ranked number one by dollar value.

But experts say those numbers can grow much further, with Tourism Australia (TA) forecasting up to one million Chinese visitors every year by 2020."It is now our most valuable inbound tourism market - and fastest growing," a TA spokesman said.


In a bid to boost its own market share, Hamilton Island has launched a new partnership with Asian internet giant Tencent, whose microblog site is viewed as the Chinese version of Twitter and has an estimated 800 million active users.


"China probably has more social media users than Facebook has worldwide - with China's social media market nearly at one billion users," Hamilton Island's Sophie Baker said."Social media has become a modern-day postcard; a way to share your travel experiences instantly with friends, family and followers around the globe."


As well as setting up its own presence on, Hamilton Island is staging its second Instameet event on May 17-19, with Chinese supermodel Li Ya Hong among those invited to take and share pictures of the Whitsundays attraction.


The island's first Instameet event, in November, saw users of the photography app Instagram from America and Australia sharing pictures of Hamilton Island with an estimated eight million people around the world.

Next week's Instameet can be followed on @hamiltonisland or viewed on the hashtags #hamiltonisland and #return2paradise.


The island currently attracts about 2000 Chinese visitors annually but hopes to boost that number by at least 50 per cent every year.

Meanwhile, Chinese actor and pop star Ekin Cheng will visit NSW and QLD later this month.


Ekin and other Asian celebrities are filming a travel documentary made by commercial network TVB Hong Kong.

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Tourism Instameets claim success

Tourism Instameets claim success | The Insight Files |

Two separate tourism organisations are haling the success of projects reaching out to uses of social image sharing service instagram.


Hamilton Island’s second Ultimate Instameet brought ambassadors and key influencers to ‘Return2Paradise’ on the island in north Queensland in May and generated more than 700 images that were shared on Instagram. Of the 700 images, 73 featured on Instagram’s ‘popular’ photos page and as a result appeared in the feeds of all of the social sharing site’s 100m active users.


Research released today shows Hamilton Island experienced what it says was $2m in room revenue growth during the campaign period, as well as a nine per cent increase in room bookings compared with the same time last year.


And in Victoria, 11 celebrities, media personalities and social media influencers traveled from Port Fairy to Queenscliff during ‘The Great Instameet’. The celebrities, which included TV and radio presenter Em Rusciano of The Project, photographer Lauren Bath, who has more than a quarter of a million followers on Instagram, and stars of Home and Away, posted over 170 images on the service, with their images gaining 350,000 likes.


Melbourne creative agency Icon.Inc and sister PR agency icon.PR launched the Instameet for Great Ocean Road Marketing and Tourism Victoria with the theme ‘Monday’s the new Sunday on the Great Ocean Road’ to encourage visitors to take a long weekend for the coastal drive.


“More and more consumers are using digital and social platforms exclusively to research, book and share their travel experiences. For marketers these platforms offer a great opportunity to build genuine engagement as well as drive enquiry,” said Joannne Painter, managing director of Icon.


“Instagram has grown from a clever camera smart phone application to one of the fastest growing social media platforms to date – its reach is phenomenal and that’s why we used it for this campaign.”



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