Introduction to Tourism Tasmania’s new audience segmentation

Tourism Tasmania has commissioned a comprehensive study of Australian leisure travellers and identified three new audience segments to target. 

The updated segments represent 35 per cent of the total market and 42 per cent of the total annual visitor spend.

A webinar was held in November 2023 for Tasmanian tourism business owners, tourism and marketing professionals and those working with Tasmanian tourism operators, to learn more about segmentation and how Tourism Tasmania’s new audience insights can help their business. 

If you’d like to learn more about our segmentation, a second webinar will be held in February 2024 to deep dive into each of the key segments. Ensure you’re subscribed to Tourism Tasmania’s industry e-newsletter to receive your invitation.

For any questions in the meantime, please reach out to