Goal 1: Maximise Tasmania's tourism potential

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Annual Report 2014-15

Regional Tourism

Tasmania's four Regional  Tourism Organisations (RTOs) cover the North West and West Coast region, the  South, the North and the East Coast. Supported by Tourism Tasmania, this  arrangement represents a tourism industry-led approach to regional tourism in  Tasmania.

These organisations set the  strategic direction for tourism in their region, identify annual priorities and  deliver programs that engage the participation of their industry and  stakeholders.

In  2014-15, Tourism Tasmania continued to support the four RTOs in providing  $970,000 in annual funding through existing three-year grants deeds to July  2015.

Now in their third year of operation, each of  the RTOs has successfully implemented their strategic and marketing plans,  represented the interests of their stakeholders and industry, expanded the  capacity and capability of the tourism industry in their regions and  implemented effective digital strategies.

Each RTO plays a critical  role in providing support and leadership at a regional level through advocacy and  stakeholder engagement promoting the competitive strengths of their region.

In addition, all four RTOs  contributed to the TICT facilitated Industry Development Directions Statement  for the Tasmanian Tourism Industry.

Over the  year, highlights included Destination Southern Tasmania's successful Tips and  Tipples networking events and the Cricket World Cup promotional activity.

In the  North West, Cradle Coast Tourism launched the Cradle Coast Regional Events  Strategy, while East Coast Tourism launched the Great Eastern Drive.

In the  north, Tourism Northern Tasmania began implementing the Northern Cycling  Strategy and Tourism Infrastructure Audit as well as launched the first stage  of the Blue Derby Mountain Bike Trail.

The positive impact of the RTO model is evident  in the increase in intrastate travel and regional visitation. In the year  ending June 2015, the number of overnight intrastate holiday trips in Tasmania  increased by 15 per cent and all regions experienced visitor growth for the  January to March quarter of between 13 per cent (West Coast) and 28 per cent  (East Coast).

The  Tasmanian Government underlined its support with its commitment of a further  three years and an additional $230 000 a year through the Department of State  Growth for industry development to further build the capacity of the industry.

Tasmanian Visitor Information Network

The Tasmanian Visitor  Information Network (TVIN) consists of 19 Visitor Information Centres  distributed across the state. Network members are required to meet national  standards and adhere to a code of conduct. In recognition of the important role  this service plays in the provision of visitor information, Tourism Tasmania  provided grants to the value of $340 000 to the gateway visitor centres of  Hobart and Launceston and Blue Derby continued  to fund the administration of the network.

In acknowledging the rapidly changing  environment of visitor information provision, particularly with the advent of  new technologies, Tourism Tasmania worked with the TVIN to ensure the network remains responsive to visitor and  industry expectations and continues to provide a valued role in the tourism  distribution chain as well as in their local communities.

Tourism Tasmania  will continue to work with TVIN and gateway visitor centres to provide  contemporary visitor servicing and further align the activities of the network  with the Regional Tourism Organisations.


T21 (previously Tourism 21) is a joint strategic business plan agreed to between the Tasmanian Government and  Tasmania's tourism industry represented by the Tourism Industry Council  Tasmania (TICT). The Tasmanian Government established the plan more than a  decade ago to improve the performance, competitiveness and structural  efficiency of Tasmania's tourism industry.

Since  then, the government and TICT have regularly reviewed the plan to ensure it  remains relevant to the prevailing economic climate and that the plan's goals  are achievable.

With the  shared Tasmanian Government and industry policy to attract 1.5 million visitors  a year by 2020, the government and TICT are reassessing the goals and  strategies.

Rather  than a minor adjustment however, government and industry aim to revise the plan's  fundamental strategies – knowing that to achieve the target will require a more  holistic approach than that embodied in the earlier plan. T21 – The Tasmanian Visitor Economy Strategy 2015-2020 aligns multiple areas of government  and the private sector and not just Tourism Tasmania.

Success in  reaching the new target will require us to overcome existing constraints on  growth including the need to develop new infrastructure, the need to grow a  quality service culture in Tasmania and the need for more and cheaper access to  the island by air and sea carriers.

Tourism  Tasmania participated in a series of workshops around the state to gather  contributions from interested stakeholders on how to best overcome the barriers  to growth.

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