Tourism 21 - A Strategic Business Plan 1997-2000

The Tasmania Branch of the Tourism Council Australia [TCA Tasmania], the peak industry body for tourism, and Tourism Tasmania have jointly commissioned Tourism 21 and produced this Strategic Business Plan to build a foundation over the next three years for long term, sustainable tourism growth.

The Government of Tasmania and TCA Tasmania are committed through the Agreement for the Sustainable Growth and Development of Tasmania's Tourism Industry [the Tourism Protocol Agreement] to a shared vision to develop tourism as a key strategic growth industry for Tasmania.

In recent years, as other Australian States and our near international neighbours have implemented aggressive marketing and product development strategies, Tasmania's competitive advantage as a leading tourism destination has faced unprecedented challenge in its traditional and emerging markets.

Tourism 21 provides the strategic direction and blue-print for action by all stakeholders to improve the performance, competitiveness and structural efficiency of the tourism industry in Tasmania.

Tourism 21 has been prepared from a detailed review of the priority issues facing the industry and the strategic options for the future.

The Plan development process has involved:

• workshops with the Joint Tourism Strategy Implementation Group [JTSIG] which was established as the industry:Tourism Tasmania coordination body under the Protocol Agreement - JTSIG comprises representatives of the TCA Tasmania Executive and Tourism Tasmania;
• issue assessments by key industry stakeholders both within Tasmania and interstate;
• the 1993 and 1996 Tasmanian tourism operator surveys [TTOS]; and
• a desk-top analysis of existing tourism research and reports, especially the Tasmanian Visitor Survey [TVS], Tourism Tasmania's Strategies for Growth and TCA Tasmania's Icons 2000.

Prior to preparing the Plan, a Strategic Issues and Options Discussion Paper was prepared and an executive summary circulated to all industry operators and key stakeholders in the State.

Five industry workshops were held around the State to review the Discussion Paper and to invite further written comments. All comments received have been assessed by JTSIG and incorporated in the Plan.

The Government and TCA Tasmania subsequently agreed to formally adopt the Plan.

A further series of industry workshops will be held around the State in late August 1997 to present implementation plans to the industry.

The ongoing implementation of Tourism 21 will be managed by JTSIG.