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Social Media's Most Innovative Travel Companies

Social Media's Most Innovative Travel Companies: Tourism Australia

Courtesy of See Australia

Tourism Australia

Winner: Best Instagram Photos

The down under destination turned its Instagram account over to followers. The @SeeAustralia handle encouraged followers to tag their photos using the hashtag #SeeAustralia, then watched more than 240,000 images poured in. Followers continue to send in 1,000-plus photos a day across Tourism Australia’s social networks, making 95 percent of its social content user-generated. —Maria Pedone

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