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Over 8.5 million people choose to travel to Australia every year. It’s the job of John Mackenney, General Manager Digital Transformation at Tourism Australia to ensure that the digital helps to create the best possible outcomes for visitors and the tourism industry.

That means using data to match the interests and desires of foreign visitors to the Australian destinations that will create unforgettable experiences.

Digital plays a central role in ‘closing the sale’ using a range of tools including VR and social media. Then there’s the leverage it provides in promoting and showcasing Hollywood heartthrob, Chris Hemsworth’s role as Australia’s tourism ambassador.

It’s a unique digital story but one that has insights we can all learn from.