Honeymoon Bay, Freycinet National Park
Roady
What We Do
We work across the full spectrum of the visitor economy.
From building awareness and desire for Tasmania as a destination, to providing the research, resources and support that help operators succeed.
We deliver destination marketing to build demand and encourage visitation to the state, supporting and securing air and sea access.
Working closely with the sector, we ensure tourism strategy and policy benefits Tasmanians and creates value for Tasmania's tourism industry.
Our work is guided by the 2030 Visitor Economy Strategy, which sets a clear direction: grow sustainable tourism that delivers value for visitors, industry and the Tasmanian community. Everything we do connects back to this shared goal.
Smoko Falls Track, Meander Forest Reserve
Krista Eppelstun
Destination Marketing
We develop and deliver marketing campaigns that position Tasmania in domestic and international markets. Our work builds emotional connections with potential visitors and drives consideration of Tasmania as a holiday destination.
Our marketing is built on the Come Down For Air brand platform, which positions Tasmania as the antidote to the busyness of modern life.
A place where visitors can reconnect with nature, themselves and what matters most.
Key activities include:
- Brand development and consumer campaigns
- Domestic marketing across TV, digital, social, and outdoor
- International marketing including close partnership with Tourism Australia
- Content creation including photography, video, and storytelling
How this work can benefit your business
Our campaigns create the demand that brings visitors to Tasmania. Amplify this investment by accessing campaign toolkits, brand assets and co-marketing opportunities that align your business with Tasmania's tourism brand.
Who we target in our marketing
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.
Overland Track, Cradle Mountain-Lake St Clair National Park
Tayla Gentle
Research and Insights
We provide the data, market intelligence and visitor research that helps industry make informed decisions. Our research program tracks visitor behaviour, monitors market trends and identifies opportunities for growth.
We believe data should be accessible and actionable. That's why we share our research openly with industry, from quarterly visitor statistics to in-depth market profiles and trend analysis.
For detailed insights, including media consumption patterns, travel motivations and communication strategies, visit our research and insights page.
Key activities include:
- Tasmanian Visitor Survey and National Visitor Survey analysis
- Quarterly tourism snapshots and performance reporting
- Domestic and international market profiles
- Consumer sentiment and brand tracking research
- Industry briefings and research presentations
How these insights can benefit your business
Access free visitor statistics, market insights and trend analysis to inform your business planning. Understand who's visiting Tasmania, what they're looking for and where the growth opportunities lie.
Beaumaris Beach Guesthouse, Winter Workshops
Ros Wharton
Enable industry
We enable the tourism industry through research and insights, marketing and partnership activities, and regular updates and resources that help businesses grow. Our focus is on practical support that makes a real difference to how operators run and market their businesses.
We work closely with Regional Tourism Organisations and industry bodies to ensure support reaches operators across the state, from established businesses to those just starting out.
Key activities include:
- Training programs and workshops for operators
- Business development resources and toolkits
- New operator guidance
- Coordination with RTOs and industry associations
How these resources can benefit your business
Access training, toolkits and practical guidance to strengthen your business. Whether you're new to tourism or looking to grow, we have resources to help you succeed.
Museum of Old and New Art (Mona), Berriedale
Mona and Jesse Hunniford
Travel Trade
We work with travel trade partners domestically and internationally to ensure Tasmanian experiences reach the right markets through the right channels. This includes building relationships with travel agents, wholesalers and inbound tour operators who sell Tasmania.
We also work closely with Tourism Australia on international trade activities, ensuring Tasmania is well represented in global distribution channels.
Key activities include:
- Trade familiarisation programs bringing agents to Tasmania
- Representation at domestic and international trade events
- Wholesaler and inbound operator relationships
- Trade training and product updates
- Partnership with Tourism Australia's trade program
How these activities benefit your business
Our trade relationships open doors to domestic and international markets. If you're looking to work with travel trade, we can help you understand the channel and connect with the right partners.
Sharp Airlines, King Island Airport
Andrew Wilson
Access and Aviation
As an island state, reliable air and sea access is essential for visitors, Tasmanians and their businesses.
Staying well connected to the rest of the country and the world is something we take seriously.
We work closely with airlines and airports to support strong seat capacity; convenient, affordable services; and routes that make travel to and from Tasmania straightforward.
Key activities include:
- Aviation development and route advocacy
- Cruise industry support and development
- Leading strategic planning and policy for air and sea access.
How this benefits Tasmania
Your voice is represented in policy discussions and access negotiations that benefit Tasmania's visitor economy and the communities it supports. More flights and sailings mean more visitors for our state, and more opportunity for industry.
Content and digital platforms
We create and curate content that authentically represents Tasmania's tourism experiences, and we maintain digital platforms that connect visitors with operators across the state.
Our consumer platforms, including Discover Tasmania website and the mobile app, are key channels for inspiring and planning travel to Tasmania. Operators can access these platforms through the Australian Tourism Data Warehouse (ATDW).
Key activities include:
- Discover Tasmania website and content
- Discover Tasmania mobile app
- Discover Tasmania Facebook page, and Tasmania Instagram and TikTok accounts
- Visual Library for industry use
- ATDW profile support and optimisation
- Digital content creation and curation
How this benefits your business
Make sure your business is featured on our website and app by creating a free ATDW profile. Tag @Tasmania or include the hashtag #DiscoverTasmania on Instagram, TikTok or the Discover Tasmania Facebook page. You can also access our Visual Library for professional imagery to use when marketing your tourism business and promoting Tasmania as a destination.
Tourism delivers for Tasmania
Tourism is one of Tasmania's oldest and most valuable industries. Our work supports businesses and communities across the state.
$3.71b
Visitor spend annually
1.386m
Visitors per year
13.04m
Visitor nights
50,800
Total supported jobs in tourism 1
6,490
Tourism related businesses 2
Huon Valley
Tourism Tasmania & Andrew McIntosh, Ocean Photography
Supporting operators across all of Tasmania
Regional balance is central to everything we do. We actively encourage visitor dispersal and support operators across all parts of Tasmania, not just the well known destinations.
Our marketing showcases experiences across all regions, our research provides regional breakdowns to inform local planning, and we work closely with Regional Tourism Organisations to ensure support reaches operators statewide.
Whether you're in Hobart, Launceston, the East Coast, the West Coast or anywhere in between, Tourism Tasmania is here to support your success.
Learn more about Tourism Tasmania
Explore our organisation, strategy and opportunities to work with us.
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Sources
All data sourced from the Tasmanian Visitor Survey YE Dec 2025 unless otherwise noted.
1. Tourism Satellite Accounts 2023-24, Tourism Research Australia
2. Tourism Businesses in Australia June 2025, Tourism Research Australia