King Island
Stu Gibson
ANNUAL REPORTS
Our 2025-26 Annual Report highlights how we generated visitor demand through activities across marketing, industry engagement, access and aviation, technology, and visitor economy strategy during the reporting period.
Learn more about our strong performance during the year in review, delivered despite real global challenges, to set Tasmania apart in a competitive tourism market.
Last year, we delivered the seventh iteration of our 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. Destination awareness is now up 14 percentage points since launch, with the campaign achieving a reach of 98 per cent of people aged 25 to 54 across Australia, excluding Tasmania.
In a highly competitive travel market, a strong and memorable brand is key to ensuring Tasmania stays top of mind for travellers, especially as we compete against larger states with significantly bigger marketing budgets.
During our 2026 Off Season winter campaign, more than 500 industry offers and experiences were listed exclusively for the winter months on the Discover Tasmania website and app, encouraging Australians to ‘Become a Winter Person’ and driving visitation during the state’s quieter travel period between May and August.
The campaign delivered a record result for 2026, building on a record-breaking 2025 Off Season.
Other key achievements detailed in the report include:
- Tasmania welcomed 1.42 million visitors in the year to June 2026, with visitor spend reaching $3.8 billion, up 4.9 per cent on the previous year and more than $1.2 billion higher than before the pandemic.
- Tourism now contributes 10.8 per cent to Tasmania’s gross state product, the highest share of any state in Australia, with every dollar invested by government in tourism returning $53 in visitor spending to the economy.
- A global PR program that achieved more than 9.27 billion in earned media reach from almost 3,200 pieces of coverage.
- The Discover Tasmania website and app generating 404,300 leads to operators, with the app reaching 166,700 lifetime downloads.
- An audience reach of 47.3 million users across the Discover Tasmania Facebook, Instagram and TikTok pages, with more than 113,800 subscribers across our consumer, industry, trade and PR newsletters.
- A strategic marketing program of tactical trade and airline partnerships delivering a projected 179,500 directly attributable visitors to Tasmania, along with media and travel trade familiarisation visits and travel trade training activities.
- Statewide masterclasses and industry update events attended by around 1,100 tourism operators, along with webinars on the US market, our international program, and artificial intelligence.
- Launching a new corporate website, Tourism Hub, to further assist tourism operators with market insights, visitation data and industry toolkits.
- Recruiting our first Chief Technology and AI Officer and introducing Claude as our enterprise AI platform to maximise Tasmania’s discoverability across AI platforms.
- 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 further develop the cruise sector, welcoming 101 cruise ships during the season.
- Working with T21 government and industry partners, providing leadership to progress delivery of the 2030 Visitor Economy Strategy, including the Tasmanian Government’s Access Strategy 2040, the next Visitor Economy Action Plan to 2030 and Beyond, and the Cruise Shipping Action Plan.
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 2025/26