Party in the Paddock, Quercus Park, Carrick
Mitch Lowe
About Us
One of Tasmania's oldest and most important industries, discover how tourism has shaped communities right across the state and how we support operators to make the most of the opportunities it creates.
The Keep, Goulds Country
Stu Gibson
Tourism has empowered Tasmanian communities statewide, creating jobs, strengthening our economy, supporting infrastructure development and enhancing local services, recreational activities and our quality of life.
With 1 in 6 Tasmanian jobs supported by tourism, more than any other state in Australia, Tourism Tasmania is the Tasmanian Government’s lead tourism agency. We’re responsible for marketing Tasmania as a destination and supporting a strong, sustainable visitor economy.
Our focus is growing sustainable visitation that benefits Tasmanian communities, businesses and the environment. We develop and deliver marketing campaigns that position Tasmania nationally and internationally, while sharing the industry intelligence, strategic guidance and practical support our operators need to succeed.
Six ways we enable our industry
We deliver an integrated program of work to grow sustainable tourism that benefits operators, communities and all Tasmanians.
Destination marketing
We create demand for Tasmania through campaigns that bring visitors to our operators.
Research and Insights
Visitor data and market intelligence to inform industry decisions, free to access.
Enable industry
Training, toolkits and practical support to help our operators grow.
Trade and distribution
Connecting our operators to domestic and international travel trade distribution channels.
Access and aviation
Working to secure flights and sailings to ensure Tasmania is connected to the rest of the world to benefit visitors and Tasmanians.
Content and digital platforms
Putting our operators in front of visitors through our websites, social media and app.
Get into the detail
The Candlestick, Cape Hauy, Turrakana / Tasman Peninsula
Jason Charles Hill
2030 Vision
By 2030, the visitor economy will be valued by Tasmanians for its positive impact to our environment, prosperity and way of life, and Tasmania will be valued by visitors for being a genuinely different experience.
As the lead agency for the 2030 Visitor Economy Strategy, we coordinate with government and industry to deliver on shared goals. That means promoting and protecting Tasmania through a visitor economy that champions our natural environment, grows our prosperity and empowers visitors to make a positive contribution to island life.
Our commitment
We are committed to ongoing and meaningful engagement with the Tasmanian Aboriginal community to ensure our role as a marketing organisation supports their aspirations for involvement in the sector. We are committed to work closely with Tasmanian Aboriginal people to ensure we continue to respectfully sustain this work ongoing.
Industry partners
We work in close partnership with Tasmania’s tourism industry, regional tourism organisations and government. Through collaboration, research and a shared commitment to Tasmania’s unique brand, we help build capability across the sector and ensure our state’s tourism offering continues to grow.
Tourism Industry Council Tasmania is a not-for-profit, member-based organisation, promoting the value of tourism and advocating on behalf of the industry.
Hospitality Tasmania is the peak industry body for hotels, accommodation, restaurants, cafes, caterers, community, sporting and RSL clubs in Tasmania.
Stay connected
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Sources
All data sourced from the Tasmanian Visitor Survey YE Dec 2025