Press Release

Thursday 7 June 2007

Building Our Tourism Appeal
Tasmania’s growing tourism industry will benefit from $9 million over the next three years for an interstate marketing campaign, including ongoing television advertising.

The Minister for Tourism, Arts and Environment, Paula Wriedt, said the investment was in addition to the State Government’s $16 million Tourism Promotion Plan and would lead to increased awareness of Tasmania as a premium visitor destination.

“Getting our message across about Tasmania’s unique appeal is critical in a crowded tourism market and this campaign will focus on Tasmania’s special attractions in key markets,” Ms Wriedt said.

“Tourism is one of the biggest supporters of our regional economies and we are committed to maximising the benefits the industry brings to build stronger communities outside our major cities.”

Ms Wriedt said the 2007-08 State Budget also continued the Government’s support for major tourism-related events such as AFL football at Aurora Stadium, the V8 Supercars at Symmons Plains and the Mark Webber Challenge.

“Based on the 2006 Tasmanian Visitor Survey figures, we expect 31,000 visitors to travel to Tasmania this year to participate in events,” she said.

“They will stay an average of seven nights and spend $200 per day, injecting in excess of $40 million into the State economy.”

Ms Wriedt said the purchasing of games and sponsorship, costing $15 million over five years, adjusted for CPI, was well on the way to paying for itself in its first year.

“Research undertaken on behalf of Events Tasmania indicates that AFL matches in Launceston increase business in hotels and motels by more than 80 per cent,” the Minister said.

“Room occupancy on match weekends is 40 per cent higher than on weekends before and after and average sales in restaurants and cafes increase by a similar amount.

“Benefits of the sponsorship for Tasmanians have also included better air access and player interaction with community groups.”

The State Government’s ongoing investment in attracting the V8 Supercars back to Symmons Plains has been another winner for Tasmania.

Entrants, officials, service crews, media and support personnel numbering in excess of 1,000 travel every year for the event, staying on average five nights and delivering more than $1 million into the local economy.

Some 61,000 spectators, including Tasmanians and interstate visitors attended the 2006 event.

Ms Wriedt said Tasmania would continue its support for the charity fund-raising event ‘Mark Webber Pure Tasmania Challenge’, with a further $250,000 in 2007-08 as part of the Government’s $750,000 commitment to the event over three years.

She said Tourism Tasmanian’s leveraging activities would generate well over $1 million worth of promotion each year for Tasmania.

Ms Wriedt said events were a key component of an integrated range of continued Government support for tourism announced in the 2006-07 Budget totalling $75 million over four years.

The State Government is also investing directly in a new tourism attraction to help enhance the visitor appeal of Oatlands.

An investment of $1.2 million to complete the refurbishment of Callington Mill will see it fully-restored as a working mill to bring a new tourism attraction to the Southern Midlands region.

The funding is provided on the basis of matching funds from the Federal Government, with Southern Midlands Council to provide $100,000.

“The mill is an important part of our heritage and once back to full working order will be a vital drawcard for the region,” Ms Wriedt said.

“Callington Mill is the third oldest windmill in Australia and one of only four in Australia to have survived a bygone industrial era.

“The business plan indicates there will be almost 50,000 visitors to the site in the first year of operation, steadily increasing to more than 55,000 visitors in its fifth year.”

For further information contact Tourism Tasmania's Communications Unit

(03) 6230 8244
email mediainfo@tourism.tas.gov.au