King Island
Stu Gibson
ANNUAL REPORTS
Our 2024-25 Annual Report highlights how we generated visitor demand through activities across our marketing, industry engagement, access and aviation, and visitor economy strategy programs.
Learn more about our successful perfomance during the year in review, to set Tasmania apart in a competitive tourism market.
Last year, we delivered a major Come Down For Air campaign in key interstate markets, driving awareness and consideration of Tasmania as a holiday destination.
Since 2019, Come Down For Air has invited travellers to escape the everyday stress and routine with a holiday in Tasmania.
In a highly competitive travel market, a strong and memorable brand is key to ensuring Tasmania stays top-of-mind for travellers.
With tourism one of our state's oldest and most valuable industries, it is important to continually invest in our tourism brand to generate future demand for our industry.
During our 2025 Off Season winter campaign, tourism operators created a record 790 experiences and events for visitors and locals to enjoy, driving visitation during the state's quieter travel period between May and August.
The Off Season also included the Winternships campaign, with operators hosting Australians for 10 unique Tasmanian winter experiences, with a special offering for one Singaporean visitor.
We received more than 13,400 applications, with earned media generating a global audience reach of almost 337 million from 366 pieces of coverage.
Additionally, a local marketing campaign encouraged Tasmanians to support local tourism and hospitality businesses during spring and summer, with more than 400 diverse businesses and events showcased.
Other key achievements detailed in the report include:
- A PR program that achieved a global audience reach of 725 million through 433 pieces of earned media coverage.
- The Discover Tasmania website and app generating 461,000 leads to operators, with the app exceeding 117,000 lifetime downloads.
- An audience reach of 23.1 million users on the Discover Tasmania Facebook, Instagram and TikTok pages, with more than 110,000 subscribers to the Discover Tasmania newsletter.
- A strategic marketing program showcasing 297 operators during media and travel trade familiarisation visits, along with tactical airline partnerships and travel trade training activities.
- Statewide industry briefings and events that provided 970 operators and stakeholders with strategy updates and opportunities, including ways to make the most of the Come Down For Air and Off Season campaigns.
- Collaborating with airlines and airports to influence air capacity, frequency and route schedules to Tasmania.
- Engaging cruise lines, shore excursion operators and tourism businesses to develop the cruise sector.
- Working with T21 government and industry partners, providing leadership to support delivery of actions in the 2030 Visitor Economy Strategy.
For copies of archived annual reports visit the National edeposit service or contact us at corporate@tourism.tas.gov.au
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Sources
All data sourced from Annual Report 2024/25