Tourism Tasmania’s new audience segmentation

A key aspect of Tourism Tasmania’s marketing program is to reach the right people with the right message at the right time.  To inform our strategy, we have commissioned a comprehensive research study of Australian leisure travellers to give us an understanding of our market opportunity. Through this process, we have identified three key target segments to focus our future marketing activity on.

In 2023 we launched our new marketing segmentation with an industry webinar. Please contact us at if you would like to receive a copy of this webinar and the fact sheets provided.

In February 2024 we will be hosting a second online webinar to explore the values and travel motivations of our key segments.

Online webinar:

Tourism Tasmania’s market segmentation masterclass– reaching the right audiences.


9:30 – 11:00 am, Friday 23 February 2024

Who should attend?

Tasmanian tourism business owners or marketing professionals wanting a better understanding of Tourism Tasmania’s new audience insights and how they can help your business.

Register your interest today to find out more about these key audience segments and how utilising segmentation can assist your business and your marketing communications.


For any questions in the meantime, please reach out to