Friday 17 August 2007

WORKING TOGETHER AT TOTALLY SOUTH TOURISM FORUM
Tourism operators from southern Tasmania came together today to hear the latest views from New Zealand and interstate tourism leaders about creating and marketing new visitor experiences.

Opening the forum, Minister for Tourism, Arts and the Environment, Paula Wriedt, urged operators to participate in joint marketing programs offered by Tourism Tasmania and Totally South Tourism.

“The Tourism Promotion Plan has made available up to $220,000 for joint marketing through Totally South Tourism’s Greater Hobart Program,” Ms Wriedt said.

“Funds are available to match, dollar-for-dollar, marketing investment by operators through Totally South’s ‘Greater Hobart Program’.

“Or, to extend their reach, operators can join with Tourism Tasmania in their ‘Marketing Together’ Program.”

Ms Wriedt said the inclusion of specific tourism experiences was crucial to the success of advertising by the Government and Regional Tourism Authorities.

“Totally South Tourism and Tourism Tasmania have expertise in marketing a destination or region, but potential visitors will want to know why they should come, and what else they can do when they get here.

“Visitors need to see and read about tourism activities in our ads and stories so they can imagine themselves in our B&Bs, wildlife parks, boutique hotels and cruises.”

Ms Wriedt said the need for more information and dialogue on product development and marketing was the basis for recent insight sessions around the state conducted by Tourism Tasmania.

These sessions interpreted cutting-edge market research amassed by Tourism Tasmania to assist operators in making business decisions.

Guest speaker at today’s Totally South forum – CEO of New Zealand’s Destination Queenstown, David Kennedy – reiterated that market position can only be maintained through vigilant product development based on solid market insights.

“The message coming through loud and clear from a raft of sources is that we need to develop activities and experiences that visitors want, and then we need to work together to market it in the most effective ways possible,” said Ms Wriedt.

“It may sound clichéd, but partnerships are the future of tourism in Tasmania.

“Cooperation between Tourism Tasmania and airlines, events partnerships such as the Mark Webber Challenge, business partnerships with the Tasmanian Convention Bureau, and cooperative marketing activities with your regional tourism association. All these offer great opportunities and raise the profile of Tasmania.

“Ultimately, however, Tasmania needs tourism operators who are committed to creating experiences that are well aligned with the Tasmania brand, and are willing to work in partnership to market them as part of an inspiring island destination.”

For further information contact Tourism Tasmania's Communications Unit

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