Overland Track, Cradle Mountain-Lake St Clair National Park
Emilie Ristevski
MARKET OPPORTUNITIES AND INSIGHTS
Understanding our visitors and market segments
Tasmania is seen as a distinctive destination in Australia, with visitors drawn to places, experiences and activities that are distinctively Tasmanian.
It's a destination perceived as worth the effort and expense, and once visitors have been, they want to come back, with 89% saying they want to revisit and more than 8 in 10 saying they would recommend Tasmania to others.
Key reasons to visit include our wilderness, wildlife, local food and drinks, history and heritage. Many visitors are looking for a balanced holiday that leaves them feeling better than when they arrived. More than 7 in 10 tell us they feel better after a trip to Tasmania.
Our market research is designed to help us understand more about our visitors and potential visitors so we can focus on the strongest opportunities for a sustainable tourism industry in Tasmania. We encourage you to explore our reports and data.
Market opportunities
Outdoor adventures
We provide research on some of Tasmania's popular outdoor activities including walking, mountain biking, golf and fly fishing. These profiles help operators understand the motivations and expectations of visitors drawn to these experiences.
Walks and trails in the Tasmanian Wilderness World Heritage Area offer memorable experiences for visitors.
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Tasmania's mountain biking trails attract visitors from around the world. See how we market them.
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Tasmania's wild trout fisheries and clear waters offer some of Australia's best sight-fishing opportunities.
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Four of Australia's top 10 golf courses are in Tasmania, offering dramatic coastal links experiences.
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Visitor segmentation
Understanding potential visitors helps drive visitation to Tasmania. We share market segmentation work with industry to help operators understand the characteristics, needs and motivations of travellers, and support their marketing initiatives.
By identifying the strongest audiences, we can deliver targeted marketing activity that connects with potential visitors. This can also help meet visitor needs as they travel around the state and experience Tasmania's places, experiences and attractions.
Our core segments
Positive impact travellers
Strong values around helping others and the environment. Highly sustainability conscious, wanting to visit sustainable destinations, help local communities and immerse in nature, culture and history.
Conscious adventurers
Similar to Adventurers but with more traditional values and both socially and environmentally conscious. They value contributing to their community, helping others and helping the environment.
Discoverers
Driven to seek experiences off the beaten path. They immerse themselves in the history and natural beauty of the places they travel and aim to leave each destination better than they found it.
Other segments
Achievers
Value challenging themselves, developing skills and being successful. They want to immerse in nature and embrace different cultures while disconnecting and relaxing with friends and family.
Adventurers
Want a range of diverse experiences to challenge themselves, learn and find their place in the world as individuals. They seek once in a lifetime experiences, full of novelty, adventure, nightlife, and culture.
Experience Explorers
Traditional family values looking for meaningful and impactful experiences, embracing nature and culture.
Simple Retreat Seekers
Traditional family values, looking for easy, familiar getaways to disconnect with friends and family and help reduce anxiety.
Core segments data
International market opportunities for Tasmania
The latest Consumer Demand Project (CDP) report prepared in conjunction with Tourism Australia provides information across a range of visitor metrics including motivators, purchasing behaviour and brand recognition. For Tasmanian tourism operators, this document provides access to latest market trends, including the global challenges currently faced by the travel sector.
Key insights include:
- Australia's destination equity is strong and stable, with key metrics remaining steady at a global level.
- Proximity continues to play a strong role for Tasmania, with strong perceptions among Asian potential visitors.
- Past visitors feel positively about their visits and share stories that encourage new visitors.
- Tasmania is seeing growth across both awareness and consideration, presenting an opportunity to build familiarity.
- Australia is seen as a safe destination with beautiful natural environments, and Tasmania is also known for our interesting wildlife.
- Tasmania can offer the experiences that are desired, including beautiful beaches, food and wine.
Other international market opportunities: India, Japan and South Korea
India, Japan and South Korea were recent countries focused on for research to understand the potential of each market for Tasmania.
India
India has been identified as an emerging international market for tourism, with the Indian travel market predicted to grow rapidly. The focus within the Indian market for new visitors is to attract high value travellers and understand their needs.
The following report helps Tasmanian tourism operators understand how they can shape their tourism offerings to target this market segment, through understanding of their motivations, needs, barriers and current behaviours.
Japan and South Korea
Tasmania is a destination for the Japanese and South Korean high value traveller market. Our research and insights on this market segment provide information on how Tasmanian tourism operators can pitch their offerings to this market segment that values nature based activities, relaxation and safety.
