Social Media Influencers

Question

When asked at Senate Estimates, the Managing Director of Tourism Australia confirmed that "we work with social media influencers." (a) Can Tourism Australia provide a current list of all the social media influencers that the agency works with, as part of its public marketing/campaign efforts? (b) How does Tourism Australia measure the success or effectiveness of social media influencers and content creators that the agency works with, as part of its public marketing/publicity/advertising campaigns? (c) Can Tourism Australia provide a list of social media influencers and content creators that it has directly worked with since July 2025, as part of its official marketing efforts? (d) Can Tourism Australia detail what formal vetting process is followed for potentially working with a social media influencer?

Answer

Please see attached answer

Documents

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