Bitter Springs photo hits one million

Image: Model Anne Carolien Koehler swimming in the crystal clear waters of Bitter Springs, near Mataranka. The image was captured by @carmenhuter has received more than 1 million likes on Instagram.

Image: Model Anne Carolien Koehler swimming in the crystal clear waters of Bitter Springs, near Mataranka. The image was captured by @carmenhuter has received more than 1 million likes on Instagram.

A photo taken at Bitter Springs near Mataranka has hit more than one million Instagram likes after it was reposted on the global social media giant’s official account.

The photo, taken by social media influencer Carmen Huter in the crystal clear waters of the popular NT swimming hole and reposted on the official Instagram account has shown off the Territory’s natural assets to all corners of the globe.

NT Tourism Minister Lauren Moss said the huge reaction shows the power of social media for tourism in the Territory and demonstrates the value of using social media influencers.  

As part of Government’s $103 million Turbo-charging Tourism initiative, Tourism NT has invited social media influencers to be part of a strategy to build the NT’s reputation as an 'Instagrammable' holiday destination.

Carmen, known on Instagram as @carmenhuter, was one of three influencers invited by Tourism NT to take part in a road-trip style trip from Darwin to Alice Springs from 10 to 19 July 2018.

The road-trip was designed to promote self-drive holidays and showcase stops between Alice Springs and Darwin, including Litchfield National Park, Nitmiluk National Park, Elsey National Park, Daly Waters Pub and the Devils Marbles.

Carmen has more than 100,000 followers on social media, and the photo she posted on Instagram was shared on 24 July by Instagram’s official account @instagram, which boasts more than 243 million followers.

The Instagram official account, @instagram, has the largest following of any account on the platform.

Tourism Minister Lauren Moss said: “We want everyone in the world to see just how unique and glorious our waterholes are – unlike anything else in the world.

“Social media influencers have global reach and a visual platform that works beautifully for our natural assets.

“The tourism market is changing and we have to change with it, by adopting new, innovative strategies for social media.”

The NT Government is handing out a $103 million tourism stimulus package to “attract more visitors, create local jobs and put more money into the pockets of Territorians”.

The package will deliver:

  • $26.57 million for tourism marketing.
  • $56.24 million for new tourism infrastructure creating more memorable experiences for our visitors, particularly in our parks and reserves.
  • $20.78 million to enhance our existing festivals, events and other tourism offerings.

Speaking earlier in the year, Ms Moss said when you invest more in tourism, you bring new money into the Territory economy.