The annual “State of the Nation” report by travel search site, found 85 per cent of the 5450 people surveyed considered social media potential before booking a vacation. Enhanced photo capabilities of smartphones are helping to drive the trend, and 56 per cent of those surveyed said a digital camera was now a travel essential. The results came as no surprise to Tourism Australia’s Global Manager Social and Content Jesse Desjardins. He said they knew from their own research, great imagery played a huge role in inspiring travel and in destination choice. “Travellers have been sharing their holiday photos since the Box Brownie camera introduced the concept of the snapshot back in 1900,” said Mr Desjardins. “All that’s changed since then is the technology which has made it much easier and more convenient to capture great quality photos and video and share these images instantaneously with large numbers of people.” Get the full story at