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Tasmanian Experience Strategy

The Tasmanian Experience Strategy emphasises the need to integrate Tasmania's three core visitor appeals to create extraordinary and unforgettable holiday experiences by focusing on presentation, interpretation and customer engagement. Connection with place, quality infrastructure and personalised service are vital to the success of any holiday, but it is interpretation and engagement that make the difference between a pleasant break and an unforgettable experience.

In some instances the strategy redefines Tourism Tasmania's existing focus. In others it presents strategies to promote a new level of understanding across government and industry and a new way of doing business. This shift will underpin the delivery and success of subsequent Tasmanian experiences.

This change in the way holidays are delivered and promoted will be easier to encourage and manage following the formation in August this year of the new State Government department of Tourism, Parks, Heritage and the Arts.

Tourism Tasmania is already poised to market exceptional and unforgettable experiences to travellers with most to spend on holidays. Tourism Tasmania has identified five categories of visitors: international holidaymakers, visitors who tour the State, those taking short breaks, visitors with special interests and those who occupy a niche in the tourism market.

Tourism Tasmania seeks to understand its customers' needs and help industry create experiences to match those needs. This approach will continue to be intrinsic to attracting visitors, increasing the length of time they stay in the State and providing exceptional experiences for which they will be willing to pay more.

In accordance with the objectives of Tourism 21, The Tasmanian Experience Strategy aims to drive Tasmania into a pre-eminent place in its customers' minds.
This will contribute to increased yield for tourism businesses, more jobs for all Tasmanians, and greater sustainability of Tasmania's natural and cultural assets.

Tasmanian Experience Strategy (688kb)

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