Destination NSW spends most on digital ads after international borders reopen

Destination NSW has spent more than any other brand on digital ad spend since announcing the opening of international borders, according to new data from marketing intelligence platform, Pathmatics.

The government tourism agency is estimated to have spent A$224,500 on digital advertising spend, following the highly anticipated international travel announcement on February 7.

Pathmatics also found that brands were focusing most of their ad spend on Facebook, with some — especially flight and cruise brands — immediately jumping on the news and encouraging followers to book their next trip.

Airbnb Inc. is estimated to have invested second in digital ad spend, with A$172,400, with Qantas Airways Limited third at A$166,500.

Pathmatics suggested that neither Airbnb nor Qantas spent as much as planned due to the inability to deviate from their existing marketing strategies, due to short notice.

You can see the top 15 digital advertising consumers in the travel industry from February 7-14, 2022 below:


Estimated expenses (AUD)

Destination New South Wales


Airbnb, Inc.


Qantas Airways Limited

$166,500 (National News Pty Ltd)




Tourism NT (Northern Territory)




Queensland Tourism and Events


Virgin Australia Airlines Pty Ltd




Jetstar Airways Pty Ltd.


South Australia Tourism Commission


Carnival Cruise Line (Carnival Corporation)


Greyhound Lines, Inc.


Regent Seven Seas Cruises


Estimated overall total:


“It has been a long time coming, but the Australian travel and tourism sector can finally breathe a sigh of relief. The reopening of borders will reinvigorate a much needed life in what was a struggling sector and brands in this industry will work hard to pivot their marketing strategies to take advantage of the news,” said Regional Director of Pathmatics Australia and New Zealand, Eugene Du Plessis (featured image).

“I don’t think many Australians will need convincing to book a vacation, but I certainly expect to see digital ad spend in this category skyrocket through the rest of February and beyond.

“Competition for airline and accommodation brands will be fierce and at Pathmatics we will track which brands are advertising what and where to capture the attention of these consumers eager to go overseas.”