Tourism Australia opens APAC social media management tender

Tourism Australia has launched a tender seeking agencies to manage its social media programs across key global and APAC markets, including China, Japan, and South Korea.

The tender, published on the Australian government procurement site, calls for end-to-end social media management services to support Tourism Australia's brand efforts internationally. The estimated contract value ranges between A$280,000 and A$380,000, with submissions closing on 2 June 2025 at 5pm Sydney time.

The move comes less than a year after Tourism Australia appointed a panel of creative and digital agencies following a separate global services tender. In July 2024, Accenture Song, The Monkeys and Droga5 were named to provide creative and digital services under a five-year agreement, initially structured for three years with two optional one-year extensions.

While the broader creative and digital remit was awarded last year, this latest tender indicates Tourism Australia’s focus on ramping up dedicated social media efforts, particularly in critical Asian markets. Tourism Australia's global marketing strategy continues to pivot toward digital-first consumer engagement, with social media playing an increasingly prominent role in driving visitation, brand loyalty, and destination appeal across diverse markets.

Interested agencies are encouraged to review the capabilities checklist and meet the conditions for participation outlined in the tender documents.

Tourism Australia is headquartered in Sydney and operates globally, with teams located across all Australian states and major overseas markets.