Zone Marketing Evaluation

Tourism Tasmania's Zone Marketing program was introduced in July 2009 for an initial three-year period to provide interstate visitors and tourism consumers with a greater depth of understanding of Tasmania’s destinations and experiences.

In 2011, Tourism Tasmania engaged Deloitte to conduct an evaluation of the establishment and operations of the Zone Marketing program.

A Zone Marketing Steering Group, comprising of members from the five Zone Marketing groups and Tourism Tasmania was responsible for determining the scope and advising on the project consulting approach and relevant stakeholders.

The scope, as set out by the Steering Group, was to investigate and analyse the operations of the Zone Marketing program and provide recommendations for its future improvement.

Zone Marketing Evaluation - Full report [PDF 320KB]

16 August 2011