Bundaberg Tourism marketing success


As the Bundaberg Region continues to boom as a visitor destination of choice, Bundaberg Tourism is continuing to see record numbers flocking to their online channels for information about the experiences on offer to visitors.

With digitally savvy travelers worldwide wanting fresh and exciting options for their holidays, Bundaberg Tourism has been enticing more interested visitors with a strong always-on strategy across the region’s destination website and social media platforms.

This has expanded the region’s presence online and shares meaningful holiday experiences with visitors to Bundaberg.

By sharing the right stories, with the right people at the right time, Bundaberg Tourism uses social media to provide value for our destination that leads to increased word of mouth and ultimately increased visitation and increased visitor expenditure. 

And increased visitor expenditure means new money being spent in the Bundaberg region economy.

Bundaberg Tourism marketing
The Bundaberg Tourism social media channels reached more than three million people in 2018-19.

In the 2018-19 financial year, results included:

  • 196,638 unique visitors to www.bundabergregion.org, a massive 21.6 per cent increase on 2017/18.
  • Website visitors staying an average of 8 minutes 41 seconds on the website (up from 7 minutes 42 seconds in 2017/18)
  • The @VisitBundaberg and @TasteBundaberg social media channels reached 3,499,991 people, with 67,229 engagements (likes, comments and click-throughs).
  • 6278 subscribers to the consumer newsletter (a 71.95 per cent increase on 2017-18), with a 34.8 per cent open rate (a 13.3 per cent increase on 2017-18), which is well above average open rates of email marketing campaigns between 15-25 per cent.

Greer Zunker, Bundaberg Tourism Marketing Coordinator says: “Our digital strategy this year has been about creating quality destination content, through sharing stories and engaging with our audience, so we are generating advocacy, or positive word of mouth about the Bundaberg region as a destination.”

On top of story creation, through blog and video content, the Bundaberg Tourism team have a diligent social media listening regime, leveraging user-generated content through key software integration said Marketing Manager, Ellie Tonkin.

“All of our content that we’re pushing out through our @visitbundaberg and @tastebundaberg channels is created to be shared, so we urge locals to share with their friends on their own Facebook pages, whether business or personal.” 

“The local community have such a great opportunity to really get behind the destination content and spread the word.  Social media is a great tool, but word of mouth from a passionate and united Team Bundaberg is even better and will make us stand out from our competitor destinations.”    

General Manager, Katherine Reid shared: “As a destination marketing organisation, Bundaberg Tourism’s key priority areas are focused on driving visitation to the destination, as we strive to build and maintain a healthy and sustainable regional tourism economy.”