World First Instagram Relay Celebrates World Tourism Day

Partnering with over 60 countries, 80 destinations and more than 75 Instagram influencers around the world, helloworld has created an Instagram relay – #helloworldRELAY – that will capture countries, cities, people and places, through creative and inspiring images all on the same date across our incredible planet.

The purpose of World Tourism Day in 2015 will be to raise awareness of the important impact tourism has on countries and communities around the world and its potential as a force for good, creating a better world for all.

All Australian States and Territories will participate in the world-first social media initiative to showcase the unique attractions and diversity of their region.

From wine tasting to whale-watching, vibrant cities to the dusty outback, trail walking to snorkelling, images that make Australia so extraordinary will be shared across the globe during the relay.

State tourism bodies as well as Australia’s leading luxury coach tour operator AAT Kings, will craft bespoke itineraries for renowned instagrammers to experience over 12 hours, from sunrise to sunset featuring scenery, culture, nature, cuisine, wildlife and distinctive qualities of each region.

Kim Portrate, Chief Marketing Officer at helloworld, is proud to be leading a movement that will create social media history. “There are approximately five million Australians checking into Instagram every month with 70% of those users active every day. The #helloworldRELAY is a unique opportunity to inspire travellers and show them parts of the world they may have never seen before, in a way they have never experienced and showcase the expertise of helloworld agents and the exciting itineraries that can be created by your local helloworld agent or booked online at”

Some of the highlights anticipated from each territory include:

New South Wales

New South Wales will kick off the Australian mainland leg of the instarelay in Byron Bay at Cape Byron, the country’s most easterly point and the place where day breaks first in Australia. Sydney will showcase its sparkling Harbour, the Sydney Harbour Bridge and Sydney Opera House – three iconic Australian locations and must-see tourism experiences.


Continuing up the East Coast into Queensland, warmly known as the Sunshine State presents a photographer’s paradise. With backdrops such as the 2300km long, breathtaking beauty of the Great Barrier Reef, pristine white sandy beaches, world class luxury resort islands and into Tropical North Queensland, the only place where two world heritage wonders meet: The Great Barrier Reef and the tropical rainforest wilderness of the Daintree National Park.

Northern Territory

The critical question for Tourism Northern Territory is, will it be top end or red centre? Water or dust? Crocodiles or culture? Spiritual or physical? With a reputation for being a vast and apparently empty expanse the itinerary for this location will be anything but.

Western Australia

Western Australia is the largest and most diverse state in Australia, from the Margaret River Wine Region in the south; to the underwater wonderland of Ningaloo Reef; and one of the world’s last true wilderness areas in the north. For this campaign, Tourism Western Australia will shine a spotlight on the epic Kimberley region – a land of breathtaking contrasts covering billions of years in history and over one million square kilometres.

South Australia

From Adelaide’s innovative eateries to vineyard restaurants and beachside cafes, Southern Australia will be celebrating the with an itinerary that will include famed wineries; pristine coastlines, fine dining experiences and wildlife.


Onto the state that is geographically the smallest on Australia’s mainland but certainly not insignificant when it comes to the cities it houses, the people who reside there and the art and culture that it exudes. Victoria is Australia’s most densely populated state and home to Melbourne, Australia’s second largest city.

Australia’s Island State – Tasmania

Finally Australia’s island state which Lonely Planet named the island fourth most desirable region in the world to visit in 2015. In many ways this island really epitomises the essence of Australia's destination appeal – raw, unspoilt natural beauty, incredible fresh food, wine and culinary experiences, all shared by warm and passionate people.

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Instagram handles and hashtags to follow:

@aatkings #smilekings  @William_Patino in Sydney, @sydney #ILoveSydney  @lordhoweislandtourism #lordhoweisland #lovelordhowe @Jewelszee @visitNSW #NewSouthWales  @Alyssa_Adventuring @TropicalNorthQueensland #ExploreTNQ  @AusOutbackNT #NTAustralia  @ConnellPix @WesternAustralia #thisisWA  @DuyDash @SouthAustralia #curiousatheart  @Bonniemade @SouthAustralia #curiousatheart  @LoveThyWalrus @Tasmania #DiscoverTasmania

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