Agency Structure Overview
Our Management Team
Chief Executive Officer
Chief Operating Officer
Chief Marketing Officer
Director, Aviation and Access
Director, Office of the CEO
Director, Visitor Economy Strategy and Research
The operations team manages Tourism Tasmania’s business activities including people and culture, WHSW, risk and audit, procurement and contract management, finance, budget and asset management.
The team is responsible for ensuring Tourism Tasmania meets its corporate, statutory and legislative obligations.
The marketing team leads the brand and marketing strategy to promote Tasmania as a holiday destination and attract leisure visitors to Tasmania. It develops and implements strategies and integrated brand campaigns to generate demand across all markets - intrastate, interstate and international.
The team works with creative, digital, media and PR agencies to achieve marketing objectives, focusing on brand-aligned content that connects emotionally and culturally with the consumer.
The team has a marketing planning and performance function to track campaign and brand performance, as well as a team of brand marketers and digital interactive specialists to support program delivery.
The team also engages with travel distribution partners domestically and internationally, delivering specialist trade training, trade events and partnership activations.
Access and Aviation
The access and aviation team drive the development and implementation of the Tasmanian government’s access strategy.
The team monitors access and capacity to and from Tasmania, working with key airline and access partners to ensure sustainable air and sea services are available for visitors, Tasmanians and to support Tasmanian freight services.
Office of the CEO
The Office of the CEO has overall responsibility for Tourism Tasmania's strategic objectives by leading corporate and strategic business planning, community, industry and government relations and reputational and crisis management.
The team is responsible for managing the agency’s corporate communications, media and public relations, provides Tourism Tasmania board services, stakeholder engagement and management and connecting industry with our programs.
The team also delivers specialist trade training, trade events and engages with travel distribution partners domestically and internationally, and provides research and insights on visitation, visitor tracking and data.
Visitor Economy Strategy and Research
The visitor economy team manages the design and implementation of the 2030 Tasmanian Visitor Economy strategy in collaboration with key partners and stakeholders.
The team provides research and insights on visitation, visitor tracking and data, and works across the visitor economy to help deliver programs that support the long-term vision for Tasmania to be a global leader in responsible and sustainable tourism.