Visitors to Tasmania

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Tourism Tasmania gathers data on visitation to Tasmania through the Tasmanian Visitor Survey (TVS), a sample survey of passengers departing from Hobart, Launceston, Devonport and Burnie airports as well as the Spirit of Tasmania terminal in Devonport.

Tourism Tasmania also compiles data from the National Visitor Survey and the International Visitor Survey, both published by Tourism Research Australia.

Grow economic and social value

Tourism Tasmania aims to grow economic and social value for Tasmania. By 2020, a total of 1.5 million visitors are expected to spend around $2.5 billion a year in Tasmania and stimulate more capital investment and jobs.

Tourism Tasmania aims to contribute to this by increasing the number of leisure visitors to Tasmania to around 1.13 million a year by 2020.

All visitors

Measure	12 months to June '15	12 months to June '16	% change
Total visitors	1,146,600	1,167,900	2
Expenditure (million)	1885	2054	9
Total nights (million)	9,720,000	10,204,400	5
Direct jobs	17,500	Available 2017	Available 2017
Indirect jobs	19,200	Available 2017	Available 2017

Leisure visitors

Measure	12 months to June '15	12 months to June '16	% change
Total leisure visitors*	862,300	862,700	0
Expenditure (million)	1281	1377	7
Nights	4,933,600	5,120,200	4

* Holiday + Visiting friends and relatives

Lead and activate the brand

Building a vibrant, unique destination brand increases market awareness of Tasmania and grows our appeal as a holiday destination.

We gauge our contribution by measuring Tasmania's appeal and consideration and its domestic and international market share.

Consideration and Appeal (Target audience)

Measure	Quarter to June '15 (%)	Quarter to June '16 (%)	Change
Appeal	66	73	7
Consideration next 12 months	18	18	0
Consideration next 2-3 years	34	33	-1

Market share - All visitors

Market	12 months to June '15 (%)	12 months ending June '16 (%)	Change
Domestic %	86	85	-1
International %	14	15	1

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