Interstate and international visitor numbers reached 1.15 million in 2015, which is a 27% increase compared to 2012 figures.

At the same time Tourism Tasmania’s social media channels have experienced exponential growth.

Director of Operations and Planning for Tourism Tasmania Mark Jones, said it demonstrated Tasmania’s emerging global profile on social media as a desirable travel destination.

Tourism Tasmania’s Instagram followers had increased from just over 194,000 to close to 300,000 in 12 months.

In June of this year Tourism Tasmania’s Instagram account, @Tasmania, overtook Queensland to become the largest followed Instagram account of all the state tourism groups.

Recently, Victoria has overtaken Tasmania but the island state still has a significant following.

It is punching above its weight beating destinations such as Queensland and New South Wales.

Tourism Tasmania identifies that the goal is much more than follower numbers and focuses on encouraging more people talking about and sharing Tasmania with others.

Last year, 31% of social media conversations about Tasmania were by Tasmanians, often suggesting favourite places to explore, eat and great things to do to visitors to the state.

By embracing the power of social media, Tourism Tasmania is creating an army of passionate advocates who collectively become influential spokespeople for Tasmania.

While the exact role social media has played in increased visitor numbers is not definitive, Mr Jones highlighted that word-of-mouth plays an important role in consumer’s travel decision-making, particularly for Tasmania.

“Social media provides a forum for Tasmania’s advocates - locals, visitors, photographers, visiting media - who tell Tasmania’s story on our behalf,” Mr Jones said.

“Nobody tells a story about a destination more effectively and more authentically than the people who live there, and those who have visited and experienced it.”

There are a number of ways you can help to continue Tasmania’s social media success.

Tourism Tasmania recommends that you, friends, family and visitors follow their account, @Tasmania, on Instagram.

You can also include the hashtag #DiscoverTasmania on posts of Tasmania and then participate in conversations that “inspire people to discover more about our island state”.

To join the campaign visit: www.facebook.com/DiscoverTasmania  and www.instagram.com/Tasmania