kooparoona niara Tours, Launceston
Tourism Australia
Who we market to
We target three high value domestic segments making up 60% of the premium travel market.
These segments share overlapping values around sustainability, authentic experiences and positive destination impact, while each having their own distinct motivational drivers. They encompass both first time high value visitors and repeat visitation opportunities, with strong media awareness and brand equity alignment to Tasmania's positioning.
Travellers with a strong sustainability focus, seeking to create positive impact on both destinations and personal wellbeing through nature immersion, cultural learning and community contribution at carbon neutral destinations.
Intrepid explorers seeking unique, off the beaten path experiences in isolated, sustainable destinations while immersing in local history and natural beauty and leaving places better than found.
Socially and environmentally conscious adventure seekers balancing traditional values with sustainability awareness. They look for while pursuing novel, stimulating experiences that create lasting positive impact and foster community connection.
kipli takara tour, palawa kipli, Risdon Cove
Samuel Shelley
International markets
We target international markets where Tasmania's brand positioning resonates strongly with high value travellers.
We prioritise markets with the greatest potential for growth and alignment with our visitor objectives, including a propensity to disperse and to travel outside the peak season. Our strategies are tailored to market maturity, travel distribution landscape and consumer behaviour.