Russell Falls, Mount Field National Park
Jason Charles Hill
Who We Are
Tasmania is no ordinary place.
And we're not your ordinary tourism organisation.
1 in 6 Tasmanian jobs rely on tourism, more than any other state in Australia
We exist to share what makes this island unlike anywhere else. We're storytellers, strategists and advocates for Tasmania's visitor economy, and we take that role to heart.
Here you'll find out more about who we are: our role within government, our history, our commitment to Tasmania's Aboriginal community, and how we're structured to deliver for the industry.
A statutory authority with a clear mandate
Tourism Tasmania was established in 2014 as a State Authority and Statutory Authority under the Tourism Tasmania Act 1996. We're governed by a skills based board appointed by the Governor of Tasmania on the recommendation of the Minister for Tourism.
As the lead agency for the 2030 Visitor Economy Strategy, we work collaboratively across the tourism ecosystem, with industry, Regional Tourism Organisations and government, to deliver shared outcomes for Tasmania's visitor economy.
Coaldale Walnuts, Richmond
Jasper Da Seymour
What we're responsible for
- Developing and managing Tasmania's tourism brand
- Supporting operators through capability building and practical resources
- Delivering marketing campaigns across domestic and international markets
- Advocating for air and sea access to Tasmania
- Providing research and insights that help the industry make informed decisions
- Coordinating visitor economy strategy across government and industry
A dedicated tourism marketing agency
Our core purpose is to generate demand for travel to Tasmania. By connecting people culturally and emotionally to our island through brand marketing, we create the conditions for visitors to come, stay longer, spend more and explore further. That translates to real economic returns for Tasmanian communities.
Tasmania's visitor economy contributes $4.55 billion to the state's Gross State Product, representing 10.8% of Tasmania's total economy. Tourism supports 50,800 filled jobs across the state, or 1 in every 6 jobs, with every dollar spent by visitors generating a further 83 cents 1 in flow on benefits. These outcomes are strongest when our marketing efforts are sustained, targeted and aligned with a long term strategy shared by industry and government.
Our commitment: Honouring Tasmania's people and places
The tourism industry represents and celebrates the best of Tasmania and our way of life. We understand that with this comes a deep responsibility to honour and maintain what's special about this place and its people.
As a destination marketing organisation that connects visitors through storytelling, we recognise our role and the opportunity we have to connect people with Tasmania's environment, culture and our deep and complex history.
Our board, executive and team are committed to ongoing and meaningful engagement with the Tasmanian Aboriginal community to ensure our work supports their aspirations for involvement in the sector.
- Ensuring Tasmania's Aboriginal community feel culturally safe and welcome when engaging with our agency
- Consulting with Tasmania's Aboriginal community on how we can support them to share their stories, songs, art and culture with visitors
- Acknowledging and representing Tasmania's deep and complex history fully, respectfully and truthfully
- Supporting the marketing and promotion of existing and emerging Tasmanian Aboriginal tourism experiences
- Sharing our knowledge and expertise of the tourism industry to support their aspirations for engagement with this sector
Meet our leadership team
-------------------
Sources
All data sourced from the Tourism Satellite Accounts 2023-24, Tourism Research Australia unless otherwise noted.
1. State Tourism Satellite Account 2023-24, Tourism Research Australia