Statement of Corporate Intent
While this publication looks back over the past twelve months, the Tourism Tasmania Act 1996 states that the Annual Report is to include the Statement of Corporate Intent relating to the corporate plan that takes effect at the beginning of the next financial year. This Statement of Corporate Intent is a summary of the Tourism Tasmania Corporate Plan June 2017 to 2020.
The Tourism Tasmania Corporate Plan 2017-2020 recognises the Authority as a leader and a collaborator in Tasmania’s visitor economy and sets out the approach it will take over the next three years to fulfil its role and play its part in achieving the government and industry’s Tourism 21 (T21) goals by 2020.
Tourism Tasmania contributes to the fulfilment of the T21 strategy by investing its marketing resources to encourage more leisure travel to Tasmania and make it easier for people to get to the state. It fulfils this role by connecting people culturally and emotionally to Tasmania through domestic and international marketing programs that lead and activate the Tasmanian tourism brand, and grow economic and social value. The principles that guide its work focus on Tasmania’s uniqueness, challenging traditional thinking, being consumer-centric and being accountable yet fearless in communicating the Tasmania brand.