tourism australia code of conduct

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Using Social Media

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Learn how to get the most out of your own social media channels.

We’ve created a four-part video series looking at how the Australian tourism industry can get the most out of social media.

In this video, the fourth and final in our social media education series, social experts Nick Henderson and Novy Wong answer questions from operators. They cover a number of topics including current social trends, how to create great social content on a budget, and provide examples of operators who are doing well in this space. To view the other videos in the series be sure to click on the thumbnails below.

Get the most out of social media

Our social media program.

Tourism Australia's Social Media Program focuses on stimulating conversations about Australia through key platforms including Facebook, Twitter, Instagram and Pinterest:

• Our  Facebook  page has a high level of engagement and concentrates on showcasing beautiful and unique images from all over Australia. We mainly post user-generated content, which encourages fans to continue sharing their own stories and experiences on an ongoing basis.
• Tourism Australia's Instagram  profile showcases the best shots from around Australia on a daily basis, which are chosen from followers who upload and tag their photos with #seeaustralia.
• Our  consumer  and  corporate  Twitter accounts provide interesting news, photos, updates and facts about Australia.

How to get involved with our social media activities

• facebook.com/seeaustralia  
• twitter.com/australia
• Instagram (@australia)   
• Upload your photos directly from your business Facebook profile to the Tourism Australia Facebook page and participate in fan conversations on our wall or in the comments on our posts.
• Hashtag your Instagram photos with #seeaustralia or tag them @australia for the opportunity to be featured on the Tourism Australia profile.
• Tweet your news or any interesting images to @Australia on Twitter.
• Download our social media factsheet  here .

View the ‘Share Australia, Australia!’ video below for more information about sharing your content on Tourism Australia’s social media channels.

Fact sheets

We've put together tips and tricks on the best ways to contribute to our popular social media profiles. We also include some useful resources, to help you keep your own social media presence up to speed.

Tourism Australia Social Media Guide

China Social Media Guide

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Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

Tour Guide Code Of Conduct

Customer interaction.

• Provide a professional service to visitors – ensuring they are treated with respect, care and a commitment to best practice guiding. Provide objective and fair interpretations of the places visited.
• Make every effort to present true and accurate facts, and ensuring that a clear distinction is made between stories, legends, traditions and opinions.
• Educate visitors on the need to be respectful of our precious natural, cultural and heritage environments, minimising our footprint and impacts at all times.
• As a representative of Australia, I will welcome all visitors, and act in such a way as to bring credit to the country and to the promotion of it as a tourist destination.
• Declare to customers any relevant personal commercial interests, including commissions. I agree to not engage in forced visitor purchases or soliciting of tips.
• Provide all goods and services as is presented in the job brief, itinerary and promotional materials.

The Tourism Industry

• Act honestly, fairly and professionally in all dealings with those who engage my services and with all colleagues within the tourism industry.
• Regularly update and upgrade my guiding skills and knowledge through training, professional development and networking activities.
• Abide by all national, state and territory legislation governing the operation and conduct of tours, tour operators and tour guides.
• Maintain a valid Certificate II in First Aid & CPR.
• I will not consume illicit drugs, or allow them to be in my system whilst working as a tour guide.
• I will not consume alcohol, or allow it to be in my system whilst driving a vehicle, and I will minimise any campground consumption to a maximum 2 light beers per evening.

Duty Of Care

Duty of care is defined as;  The responsibility or the legal obligation of a person or organization to avoid acts or omissions (which can be reasonably foreseen) to be likely to cause harm to others.

How this applies to your job as a tour guide is that you need to be responsible for the care of your passengers by not doing anything that could be reasonably foreseen to put them in doing, or by avoiding doing something which as a result could be reasonably foreseen to be putting them in danger

Examples of things Not to do which could be foreseen to put someone in danger is encouraging someone to jump off a ledge into the water where the water had not been checked for submerged objects, or encouraging someone to stand on a precarious ledge to get a photo, or encourage someone to stand on top of the trailer while you drive along to re enact a scene from Priscilla Queen of the Desert, or try an catch a poisonous snake, or swim in a place where you are not sure if Salt Water Crocodiles might inhabit the area etc etc.

Examples of Omissions  which could be foreseen to put someone in danger would be not explaining to someone on a 40 degree day when you are hiking that they need to drink lots of water to keep hydrated, or that you have not managed the water supplies and run out of drinking water, that you have not kept the satellite phone charged, that you have not ensured food preparation has occurred in hygienic conditions, or that you have not performed a daily vehicle check which would have alerted you to a major problem which later caused an accident etc etc.

The other consideration related to duty of care is that people will take more risks when they are led by someone who they assume knows the dangers. As a guide, people assume you know what you are doing, they assume you know how to drive safely on dirt roads and tracks, they assume if you were hiking and someone got hurt that you would have a plan and equipment to help (first aid kit, satelite phone etc) they assume if you are carrying a satellite phone that you are also carrying the phone number of someone to call for help, they assume if on the last tout that you used the bandage out of the first aid kit that you would have replaced it etc etc

Understanding Duty of care is about foreseeing what may go wrong, and planning so that if something does go wrong, you have the ability and equipment to minimise the chance of harm to others.

• ensure that I understand what my duty of care is to my passengers and will exercise it at all times
• ensure that I have the correct equipment to carry out my duty of care, and ths if this equipment is damaged or lost, I will arrange for the replacement of the equipment.
• Drive in a manner which is both safe and respectful of the vehicle & equipment
• The wheel nut indicators (if installed) for loose wheel nuts
• Note and monitor any oil leak
• Visually inspect springs and suspension components on both the vehicle and trailer for damage
• Visually inspect the trailer coupling for wear and loose nuts / bolts
• Check engine oil levels
• Check tyre pressures
• Check tyre condition
• Ensure that if any running repairs need to be made, that these are done in a safe manner, taking note of both my personal and passenger safety.

National Parks

• Abide by all National Park rules and directions from National Park Employees & signage.
• Understand that Travelwild Australia is required to hold commercial access permits to all National Parks, and that any illegal activity conducted by the guide or passengers can jeopardise the granting of these permits.
• At Watarrka National Park, will instruct all passengers that they are not permitted to approach any cliff edge closer than 2 metres.
• Have watched the Watarrka Safety Video at this link:  https://assets.adobe.com/link/4fc51f70-47c6-4ec3-42d3-21841207edf1?section=activity_public
• In any NT park where swimming is permitted, will instruct all passengers that they are not permitted to jump off any rock ledge into the water, even if I consider this to be safe

Will ensure that the Satellite phone supplied is always charged and operational.

Will ensure that on all activities which take place away from the vehicle, including short walks, that I will carry with me a pack containing an emergency kit, this kit will include.

• The Satellite Phone
• A hiking style first aid kit
• Matches, Note Pad & Pencil sealed in a zip lock bag
• Hydration Tablets

Safety – Dehydration

Dehydration is a big rink on most of the tours that we run, it is a risk because;

• We operating in extreme hot environments
• We are dealing with many European customers who are not used to these hot conditions
• Our water supply, whilst safe, may not taste great and some people may avoid drinking it
• Our hiking activities requires us to carry water, and sometimes we may not carry enough
• Heavy sweating in hot environments can remove essential minerals which are not replaced through drinking water alone.

You need to ensure that your passengers are drinking plenty of water and you need to keep some electrolyte powder handy, in extremely hot conditions it is a good idea encourage a daily drink of electrolytes in the morning before any activity.

In addition it is important to ensure that we supply good quality drinking water, due to variable water supply issues this means you may need you to manage the water supplies you have by doing things like separating good drinking water from poorer quality water so that drinking water is not used for washing etc.

Safety – Fording Rivers

Will exercise extreme caution when fording a river or creek with the vehicle, in the case of a flooding river or creek, understand that I may need wait for the water to recede until safe to cross or take an alternate route. Refer to videos below.

The Flash Flood 3km east of Blinman 2013 clip below shows very fast flowing water in the beginning of the clip which is far too dangerous to cross, in this scenario the condition of the road surface is unknown and the fast flowing water could easily dislodge a vehicle, in the Road Collapse clip the power of water is demonstrated.

Safety – Using Tow Ropes & Snatch Straps

If towing a vehicle or trailer occurs using a tow rope or snatch strap, I will ensure that a dampener is always used and that all people are instructed to be well clear. (A dampener is designed to remove energy from a stretched rope in the event that it snaps under load, a suitable damper can be a specifically designed unit, or if unavailable a piece of heavy clothing, like a jumper or sleeping bag.

There was an incident many years ago at Lake Eyre where a tour operator called Wayward Bus drove onto the saltpan and became bogged, as they were being towed out by a grader the chain snapped and recoiled into the front of the bus seriously injuring and disfiguring the face of a passenger who was sitting in the bus, she survived but her life will never be the same.

Safety – Swimming

Risks associated with swimming are;

• Death by drowning due to fatigue
• Death by drowning due inability to swim well or at all
• Death or major injury due to colliding with a submerged object
• Death or major injury due to falls around cliffs and slippery rocks which often surround a waterhole
• Death or major injury due to animal attack 

Most Australians can swim well and are very comfortable in aquatic conditions, and it is easy to think that all people have the same abilities.

However not all countries enjoy the weather we have or the focus teaching children to swim from a young age as we do in Australia, as a result many of the people who travel with us may have poor swimming abilities.

As had been discussed in the Duty of Care section, your confidence in the water can encourage others to jump in and follow completely un aware of any dangers.

• Carefully watch and note the swimming ability of all my passengers, especially during the first swim and make note of who is a strong swimmer, and who might struggle.
• Ensure that I carry swimming noodles, as part of my standard equipment.
• Let all passengers know from before the first swim that swimming noodles are available for their use and encourage anyone who feels that they are not a strong swimmer to use the noodles.
• Instruct my passengers that jumping off any ledge, even low ones, can be dangerous and that it is a risky activity, that if they choose to do this it is at their own risk.
• Instruct my passengers that even if there are no submerged objects, sometimes hitting the water the wrong way can cause injuries and death.
• Instruct my passengers that no one should jump off a ledge unless they are 100% confident that there are no submerged objects and that they have the ability to do this activity safely
• Leave all campsites clean and tidy, even if they were a mess when I arrived
• Extinguish all campfire with water before leaving camp
• Will consider the environmental impacts of campfires and will not make them, all allow passengers to make them, unnecessarily large
• When other campers are in the vicinity, will be aware of their comfort and will keep noise and music to minimum
• Commercial Campgrounds
• National Park Campgrounds
• Private Property where we have permission
• Bush Camping where we, and other travellers, have traditionally camped with out issue

Many of our campsites are on private property where the landholders have generously permitted us to camp, if there is one common concern amoung all landholders and the impact of camping, it is what happens with toilets.

We also have an ongoing policy to ultimately have permission for every campsite we use, this is our only option as traditional bush camping is getting harder and harder. When approaching landholder for permission to camp the process is a lot easier if we can demonstrate that we have a system which deals with this concern.

We have developed a system which is simple & hygienic and solves these issues, in particular it will eliminate the issue of stray toilet paper.

The system uses a ‘thunderbox’ style seat combined with a rubbish bag for paper and other items.

• Dig a deep hole
• Rip open 1 end of a garbage bag to create a liner for the box (stops shit and piss getting on the inside of the box)
• Place a garbage bag next to the thunder-box for toilet paper
• Instruct pax that they should try and save up their shits for when we see proper toilets etc, so to try not to use the thunder-box for number 2 unless they have to
• Get in the habit of letting pax know when you will next be at a proper toilet
• Instruct pax that the thunder-box should be used if they need it and to please not go in the bush
• Instruct pax that ALL toilet paper need to go into the bin next to the thunder box, not in the hole
• note that if the thunder-box is placed in an inappropriate / non private location, or is dirty or smell, pax will avoid using it.
• Using a pair of disposable rubber gloves, remove the thunder-box.
• Remove the bin liner and place it in the garbage bag
• Wipe the thunder-box clean with antiseptic wipes
• Pack and store the thunder-box

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Gen Z, social media helping fuel spiritual tourism in India

Spiritual tourism is seeing a boom in India thanks to the wide reach of social media and better transport connectivity.

Varanasi, India – In India, some members of Generation Z prefer temples over nightclubs.

Shivam Dwivedi, a native of Prayagraj district in the northern Indian state of Uttar Pradesh, prays at a neighbourhood temple at least twice a week.

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The 19-year-old and his friends have shunned trips to beach and party destinations popular with this age group. Instead, Dwivedi and his friends Saurabh Shukla, 21, and Anand Dwivedi, 20, prefer to visit important Hindu shrines, some in remote corners of the country.

The friends, who are studying engineering, told Al Jazeera they get mental peace and find a “source of energy” on their trips to religious places.

“We feel a connect with the divine. … There is a source of energy that flows inside us that gives us mental peace as pressure of education and career building often becomes too hectic to handle,” Shukla told Al Jazeera while standing in line outside Kashi Vishwanath Temple in the holy city of Varanasi in Uttar Pradesh.

Parties and a dazzling nightlife do not attract them, Shivam Dwivedi added. “We have never planned a visit to Goa and other such places where people go just for raging parties, casinos and nightlife. We want peace and positivity that is available in religious places and in nature,” he explained.

Impact of social media

Faith-based holidays make up 60 percent of India’s domestic tourism, according to a March report by the real estate consultancy CBRE South Asia Pvt Ltd.

The industry is estimated to grow at a compounded annual rate of 16.2 percent and is likely to reach $4.6bn in size by 2033, according to the report.

Some of that business is being driven by members of Gen Z (those born between 1997 and 2012).

The consecration of the Ram temple in Ayodhya in January and coverage of the event in social and news media have helped fuel interest.

Giresh Vasudev Kulkarni, founder of Temple Connect, a company that provides information on Hindu temples to global pilgrims, said the widespread use of social media coupled with curiosity among young people has helped lead to an increase in spiritual tourism in the country.

“The young generation is completely hooked to social media where people are creating content by reaching even those places which were considered far off and remote till a few years ago. Such contents when posted on YouTube and other social media platforms generate curiosity among people, especially youths to visit there for making similar content or to offer prayers,” Kulkarni explained.

Santosh Singh, founder of Spiritual Tour, a Varanasi-based company that offers tours to religious places, pointed out that the inauguration of the Ram temple in Ayodhya was a major breakthrough in the rise of spiritual tourism.

New roads connecting Varanasi and Ayodhya, both cities in Uttar Pradesh, have cut travel time down to four hours from six, he said.

Pilgrims have also been tacking on a trip to Sarnath, about 10km (6 miles) northeast of Varanasi. It is considered the place where Gautama Buddha gave his first sermon after attaining enlightenment.

“Since January, we are witnessing 60 to 70 percent growth in business,” Singh told Al Jazeera. “Earlier, there used to be an off season between April to September, but now there is a massive rush, and even 2,000 odd hotels in Varanasi are finding it difficult to accommodate the surge in crowds,” Singh said.

In April alone, Varanasi received about 8.2 million visitors, according to RK Rawat, deputy director of tourism for the Varanasi and Vidyanchal division. And about 150,000 visitors on average visit the Ram temple per day since it opened to the public, the state’s chief minister, Yogi Adityanath, told local media.

Government efforts

In 2015, the federal government introduced a scheme called the Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive, or PRASHAD, which is Hindi for food offered to the gods. Under that scheme, it has spent 16.3 billion rupees ($195.43m) to develop infrastructure around 73 religious sites.

It has also introduced high-speed trains connecting some of these sites with other big cities and has proposed international airports in cities like Ayodhya and Puri, providing easier access to foreign tourists. It also offers interest-free loans to states to set up malls to showcase their unique products.

State governments, too, have played a role in attracting more tourists to important shrines.

In January, the Odisha government opened a 75-metre (250ft) passage that it had built around the outer walls of the Jagannath Temple in Puri, which it developed at an investment of 8 billion rupees ($96m). Its air-conditioned sections as well as drinking water and toilet facilities are a welcome escape for devotees from the searing heat and humidity as they wait in line to enter the temple.

“The corridor has led to the rise of tourists … because the passage is chaos-free,” said Jatin Panda, senior administrator for security for the Shree Jagannath Temple Office, which manages temple affairs.

“We are also witnessing a rise in teenage and young visitors coming to visit the temple post-COVID. Earlier, we used to have 10 young visitors out of every 100 coming to the temple, but now, it has risen to at least 40 young people out of the same numbers. It might be connected to increasing belief in the divinity [or] job insecurity post-pandemic,” he said, pointing to the 10.47 million tourists in Puri in 2022, the latest data available, up from 10.35 million tourists in 2018.

Business booming

The rise in spiritual tourism has been profitable for the sectors connected with it, including hospitality and retail, which are jumping on the trend with wellness packages, including yoga retreats, meditation centres, and food and shopping around those themes.

The CBRE report identified 14 Indian cities – including Amritsar, Ajmer, Varanasi, Ayodhya and Puri – as key cities witnessing this boom.

“The rapid expansion of spiritual tourism in India is driving the growth of the country’s faith-based tourism market,” said Anshuman Magazine, chairman and CEO of CBRE India.

Debasis Kumar, vice president of the Hotel Association of Puri, told Al Jazeera that the average occupancy of the hotels in the city has shot up from 70 percent in the pre-pandemic era to 90 percent now.

“Puri has a unique advantage of having a temple and a sea beach that attracts the young generation,” Kumar said.

“It is difficult to find quality manpower [to keep up with the tourist influx], and the layoffs during COVID have been haunting the industry. We are also noticing young people booking rooms in the hotels, and most of them are also driving solo to reach here and spending time in the temple. The chaos-free corridor attracts the young generation.”

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Code of Conduct

• Log in to an existing application
• Show respect towards others at all times, including being considerate, cooperative and collaborative;
• Present and behave in an appropriate professional manner including in dress code, communications, actions etc.
• Take all reasonable steps to ensure own safety, including in relation to the responsible consumption of alcohol;
• Follow the reasonable rules, policies, directions and other practices required by Tourism Australia or any venue hosting the Event; and
• Alert security personnel or Tourism Australia staff if a potentially unsafe situation is observed or suspected.

Prohibited behaviour includes any behaviour that is unacceptable or unwelcome, and includes without limitation:

• Harassment whether direct or indirect (words or actions directed at a person that annoys, alarms or causes substantial emotional distress);
• Discrimination whether direct or indirect (treating someone unfairly because of race, colour, sex, sexual preference, age, physical or mental disability, marital status, family responsibilities, pregnancy, religion, political opinion, national extraction or social origin);
• Sexual harassment (unwelcome, uninvited conduct that is offensive from the view of the person harassed, regardless of intent; unwelcome sexual advances, unwelcome request for sexual favours, any other unwelcome conduct of a sexual nature);
• Physical abuse and uninvited physical contact;
• Intimidation, threats (implied or real) of any form whatsoever, as well as verbal abuse including any unwelcome or discriminatory comments in relation to an individual; 
• Defamatory comments of any nature;
• Displaying, sharing, sending or discussing inappropriate material e.g. offensive words, images or media in any form whatsoever, suggestive comments or jokes of a sexual nature; 
• Disruptive or anti-social behaviour; 
• Unexplained absences from commitments; 
• Consumption or possession of illicit drugs;
• Inability or unwillingness to conduct oneself professionally, including as a result of drunken behaviour;
• Any unlawful behaviour of whatsoever nature;
• Any damage to property of whatsoever nature.

Should any prohibited behaviour be observed, anticipated, suspected or reported Tourism Australia may take any reasonable measure that it deems necessary to ensure the safety of others, and/or the maintenance of a professional environment.  Such action may include refusal of entry to, or removal of one or more individuals from the Event, and any future activities undertaken by Tourism Australia, at its sole discretion. Any prohibited, unwelcome or unprofessional behaviour that is witnessed or suspected, should be reported immediately to a Tourism Australia representative immediately.  Confidentiality of the reporting individual will be maintained where it is practical to do so.  Reports will be treated seriously and investigated.  Appropriate action will follow.

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