Our Structure and Who We Are

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Annual Report 2014-15

Tourism Tasmania is the Tasmanian Government's tourism marketing agency. Its main purpose is to connect people to Tasmania through domestic and international marketing programs that create demand for Tasmanian holidays and attract more visitors to the state.

These programs encompass destination brand development and marketing, domestic and international tourism campaigns, major event marketing, niche tourism promotions, public relations, social media and online marketing.

To support its own marketing programs, Tourism Tasmania enters into commercial marketing partnerships with domestic and international carriers,travel retailers and brand partners to facilitate the sharing and promotion of Tasmanian tourism experiences and stimulate holiday sales and bookings to Tasmania.

Tourism Tasmania's destination marketing plays an important role in achieving the government and tourism industry's shared Tourism 21 goal to grow the state's visitor economy and attract 1.5 million visitors a year to Tasmania by 2020.

As part of this approach, Tourism Tasmania also works closely with the Department of State Growth and other government agencies responsible for matching the growth of Tasmania's visitor economy with the supply of adequate air and sea access, new tourism experiences, accommodation and infrastructure,  and a suitably skilled workforce.

It also supports the state's four regional tourism organisations, and encourages a strong regional tourism sector able to undertake industry development, capacity-building and tourism marketing programs for their regions.

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