Film tourism is a growing phenomenon worldwide, fueled by both the growth of the entertainment industry and the increase in international travel. This blog seeks to identify how Australia, New Zealand and Singapore Tourism are using specifically Youtube for exploiting tourism marketing opportunities.


 Some interesting insights here, namely:

  1. Australia and New Zealand (NZ) have a very similar number of viewed video’s with NZ having 20% of Australia’s population
  2. Why are the NZ profile views so low? Is this a website routing strategy?
  3. We’ll Singapore needs a bit of help as their profile isn’t complete and they don’t actively encourage subscribers (versus Australia and NZ). Why have a video channel if you don’t do it properly or promote it. Perhaps this is a deliberate strategy?
  4. We’re sure Australia could have found a better cropped profile picture
  5. Australia engagement (or comments and conversation on the Youtube channel) is 10% of that of New Zealand
  6. Singapore has a surprisingly high negative conversations (23%)

We then looked at the most popular videos by Tourism body.


New Zealand


The only channel that engaged and had significant amount of comments was New Zealand and we extracted their Buzz below.

Video Tourism is an increasingly competitive and crowded marketplace, destination placement in films and TV shows is an attractive marketing vehicle that increases awareness, enhances destination image, and results in significant increases in tourism numbers, succeeding where traditional marketing efforts cannot. Film tourism offers destinations the opportunity to generate significant incremental revenue, tourist visits, and economic development. 

However, Video is just one facet in a multi-channel tourism engagement strategy and needs to be aligned, integrated, monitored, engaged and most importantly measured (i.e. ROI).


  • Date of analysis: 2nd Jan 2013



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