B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: You Bloody Beauty! Australia Is The Most Popular Country On Instagram
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > You Bloody Beauty! Australia Is The Most Popular Country On Instagram
MarketingMedia

You Bloody Beauty! Australia Is The Most Popular Country On Instagram

Staff Writers
Published on: 20th August 2021 at 11:00 AM
Staff Writers
Share
4 Min Read
Image source: Instagram/@australia
SHARE

Australia has become the most popular country on Instagram, and that’s bloody fair dinkum if you ask us.

Tourism Australia’s @australia page just hit five million followers on the social media platform, making it the most followed national destination page in the world.

And with spectacular images such as the below, who can blame the rest of the world for loving us?

 

View this post on Instagram

 

A post shared by Australia (@australia)

The number more than eclipses the followings of other popular destinations with Canada’s 1.8 million followers, New Zealand’s 1.1 million, Japan’s 516k, England’s 409k and the USA’ 225k.

What’s their secret? According to Susan Coghill, Tourism Australia’s chief marketing officer, posts featuring Australia’s unique and ultra-cute wildlife are consistently among the most double-tapped images.

“Our Aussie animals are always sure-fire favourites on our social channels and the cheekier the pic, the more likely people are to take notice,” Coghill said.

 

View this post on Instagram

 

A post shared by Australia (@australia)

“Some of our best-performing posts of all time have been kangaroos scratching their bellies and koalas lounging about.

“And that’s not to mention the wombats with their booty shakes!”

She’s talking about this year’s most popular post on the page; a video of a wombat scratching its butt on a branch that attracted a whopping 4.5 million views.

As it should.

 

View this post on Instagram

 

A post shared by Australia (@australia)

Last year, followers around the world showed support for Australia’s struggle against 2020’s catastrophic bushfire season, with the Sydne Opera House’s tribute to Australian firefighters amassing more than 463k likes.

 

View this post on Instagram

 

A post shared by Australia (@australia)

Having started the page now over a decade ago, the team behind @australia has posted a total of 10,665 pictures to the feed – equating to around two to three posts a day – showing consistency is also key.

But the real secret recipe for the page’s thumb-stopping content is the hours the Tourism Australia team spends scrolling through thousands of pieces of content submitted through the hashtag #seeaustralia – by travellers and tourism operators alike – to source these spectacular images and videos.

 

View this post on Instagram

 

A post shared by Australia (@australia)

Tourism Australia’s managing director, Phillipa Harrison, reckons this achievement proves that Australia really is one of the most desirable travel destinations in the world.

“The page now has more than five million followers who are all keen to catch a glimpse of Australia’s most breathtaking tourism destinations and our most adorable native animals,” she said.

“Instagram is just one way Tourism Australia continues to ensure Australia remains top-of-mind so travellers around the world return to our shores as soon as borders reopen.”

Featured image source: Instagram/@australia

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Australia, destination marketing, Instagram, Phillipa Harrison, Susan Coghill, Tourism Australia
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Agency Scorecard: Special
09/07/2025
Agency Scorecard: iProspect
09/07/2025
Meet Adland’s Best Number-Whisperers In The Best Of The Best Data Scientists!
09/07/2025
State Vs State, Campaign Vs Campaign: Brands Go Head-To-Head In The Origin Decider
09/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?