Wineglass Bay, Freycinet National Park
Luke Tscharke
Destination research
The following research reports are focused on Tasmania as a destination and are designed to inform the shared longer term goals and opportunities outlined in the 2030 Visitor Economy Strategy.
Cataract Gorge Reserve, Launceston
Emilie Ristevski
Net zero research
Through the delivery of the 2030 Visitor Economy Strategy, Tasmania has the ambition of being a leading destination for climate conscious travel, by supporting tourism and hospitality operators to actively engage in emissions reduction activities, sustainability practices and the circular economy.
Already recognised in the market for environmental sustainability credentials and having recorded net zero emissions for the past several years, Tasmania has a foundation for achieving this aim.
However, as a destination, Tasmania is not immune to the impacts of a changing climate. As a key industry for our island, tourism and hospitality must take a lead as we continue our transition to a low emissions economy.
Our research into net zero provides Tasmanian tourism operators with insights into the motivations, behaviours and attitudes our target markets demonstrate towards climate conscious travel, sustainability and positive impact measures.
This research is important reading for tourism operators seeking to craft their climate conscious messaging in an authentic way to connect with travellers to our island. It is also a starting point for operators considering their contribution to the environmental aims of the 2030 Visitor Economy Strategy.
Download the research
Norwegian Sun, Hobart
Stu Gibson
Cruise value proposition
Cruise ship tourism offers opportunities for Tasmanian tourism businesses, particularly those offering tours or attractions. A range of vessels visit Tasmania including expedition cruise ships, boutique or luxury, mid size and mega ships.
A new Tasmanian cruise strategy is under development and will align with Tasmania's 2030 Visitor Economy Strategy.
Tasmania has a vision to be a responsible and sustainable tourism destination. We want to strategically manage Tasmania as a cruise destination and partner with cruise companies that align with our destination brand and are willing to work with us to provide the best value proposition for Tasmania's visitor economy and the broader community.
To help inform our current engagement with this sector, we commissioned a report by KPMG. The resulting report, the value proposition of the cruise market in Tasmania, is an important document informing strategy development.
The purpose of this study was to provide an evidence base to better understand the impacts and value of cruise visitation based on a triple bottom line approach assessing the economic, environmental and social impacts of the sector.
This report demonstrates the positive net benefits of cruise visits to Tasmania and is a resource for operators seeking to gain a deeper understanding of the cruise sector in Tasmania.
Explore the cruise data
The Nut, Stanley
Sean Scott Photography
Caravan and motorhome plan
On behalf of the T21 partnership, we have led a project to develop a caravan and motorhome market plan in response to the projected growth in visitation to Tasmania arising from increased capacity on the new Spirit of Tasmania vessels.
The plan focuses on the caravan and motorhome market segment, including the anticipated growth in the motorhome hire market and Tasmanians travelling around the state.
Bringing together research and data, consultation with industry, government agencies, local councils and other stakeholders, the plan provides a series of recommendations in relation to destination planning investment and management actions to respond to this forecast growth to align with the 2030 Visitor Economy Strategy.
Recommendations have been listed to apply at state and regional level, prioritised based on their level of impact in managing this market and the projected visitor uplift in future years. The caravan and motorhome plan is a tool and important reading for Tasmanian tourism operators seeking to use the expected growth in this market segment of caravan and motorhome travellers for Tasmania's tourism industry in coming years.