Almost 100,000 Instagram images shared over peak season

The popularity of Tourism New Zealand’s Instagram hashtag went into overdrive over the peak season with almost 100,000 pieces of content shared in just three months.

The amount of content shared to #NZMustDo increased by 91,000 over summer and is now sitting at a total of more than 500,000. The hashtag is Tourism New Zealand’s main vehicle for encouraging social media advocacy.

Compared to the previous peak season, there was a 110 per cent increase in the number of engagements on #NZMustDo content and a 50 per cent increase in the volume of posts.

Images shared to #NZMustDo on Instagram by visitors and local advocates helped drive the phenomenal growth of Tourism New Zealand’s Instagram account.

The Instagram account, set up a little over two years ago, is made up completely of images from overseas visitors and local advocates.

Tourism New Zealand is now in the top five destination marketers in the world on Instagram, ahead of other tourism marketers such as the UK and USA.