Organisation - Strategic Documents

Tourism 21: Strategic Plan 2001-04


cover of updated document - released mid July 2001The Conversion Challenge

In an increasingly competitive and rapidly changing global market it is vital that we identify and adopt new ways of doing business. In essence we need to be innovative and smarter in providing customers with world-class holiday experiences that meet their needs and continue to build Tasmania’s reputation as a premier holiday destination.

This Strategic Plan forms the foundation to achieve this. It has resulted from extensive consultation with the tourism industry centred on an eight-month program of statewide workshops and industry feedback forums.

Industry input combined with the very important ingredient of customer and market research has resulted in the Plan’s key strategies. These strategies are customer focused and address the critical issue of converting the high number of those who have a preference to holiday in Tasmania to actual holiday visitors.

Assessment, strategy development and planning, particularly through an inclusive process, are fundamental to the growth of Tasmania’s tourism industry. This plan is the culmination of all these activities.

The Plan identifies priority actions for each of the strategies, and the need for Tourism Council Tasmania and Tourism Tasmania to develop business plans that reflect the strategies and actions of the industry Strategic Plan.

Your commitment to the direction outlined in this new plan is vital as we enter the next significant stage in striving to reach the vision of the original [1997/2000] Tourism 21 Strategic Plan.

We now need to implement what has been identified as the means to go forward over the next three years.

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T21 Strategic Plan - the Challenge of Conversion (1.43MB)