Three of the world’s biggest social media influencers paid $90,000 to visit Australia

Three internet stars, each with millions of followers, have been shouted all-expenses-paid trips Down Under to promote Australia.

Three social media influencers, each with millions of followers, have been paid about $90k between them to visit Australia and post about their experiences.

Tourism Australia (TA) confirmed they invited US-based traveller blogger Chris Olsen, UK-based content creator Maddie Grace Jepson, and UK-based trainspotter Francis Bourgeois to come and visit Down Under on all-expenses paid trips.

Travel influencer Chris Olsen was paid about $30,000 in flights, accommodation, and expenses by Tourism Australia to travel here and post to his millions of followers.

The trio touched down in Sydney in early December for the TikTok Australia Awards (which isn’t affiliated with Tourism Australia) before staying on to holiday in New South Wales.

TA said they covered the cost of each performer’s flights, accommodation, and travel expenses, at a cost of about $30k each.

However, the federal government agency also claims the content the creators produced while visiting has reached a combined audience of about 21million people.

Maddie Grace Jepson visited Sydney, the Gold Coast, and Byron Bay. Picture: Antony Jones/Getty Images for Spotify

While British rail enthusiast Francis Bourgeois toured Sydney Central Station, and went out to Mount Victoria to observe track works.

Chris Olsen, who has a total audience of 5.3million across his social media channels, posted eight times about his Australia trip, reached 26.2-million people alone.

His posts include a video where he takes a seaplane trip over Sydney Harbour, and another of him leaving Sydney on a flight to Singapore.

Ms Jepson’s exploits show her travelling up to the Gold Coast and Byron Bay, while Mr Bourgeois (whose viral brand revolves around visiting different train systems) visited Sydney Central Station, and checked out NSW’s regional trains on his way out to Mount Victoria to observe track maintenance.

Tourism Australia said the combined posts of all three influencers reached about 21-million people. Picture: iStock

TA said their media and social media hosting program is an integral part of their marketing activity.

“As visitor economies around the world rebuild there is more competition than ever before for the global tourism dollar and it is important that when travellers are thinking about their next destination Australia is front and centre,” a TA spokesperson said.

“Social media plays a key role in consumers’ travel making decisions and content produced in Australia by influential creators ensures Australia as a destination stands out against the competition on social channels.

“Hosting travel writers and content creators is one way Tourism Australia promotes Australia internationally. Our hosting programs allow the Australian story to be told in unique and authentic ways to showcase real on the ground experiences to prospective travellers. These stories reach wide audiences and help to encourage international travellers to plan and book an Australian holiday.”

A TA report shows in 2022/23, 15.8-million pieces of content were generated through their PR, media, and influencer hosting activities — worth $689.3-million.