Blue Derby Pods Ride, larapuna / Bay of Fires area
Tourism Australia
Marketing to your customer
Marketing is an essential part of running any tourism business. While we focus on generating demand to Tasmania, you'll also need your own plans to get visitors choosing and booking your product.
If you're looking to grow, marketing is where you turn your big picture thinking into practical actions that attract the right visitors and drive bookings.
The first step is developing a marketing strategy. This means understanding your current market, identifying trends that may affect your business (locally and globally), and defining where you sit within the broader tourism landscape.
You'll need a clear picture of your ideal customer. Who are they? What are they looking for? And how does your business meet their needs? Consider aligning your customer understanding with our target audiences, especially if you're a small business. It lets you tap into broader campaigns and benefit from existing research and brand awareness.
Who comes to Tasmania
Salamanca Market, Hobart
Tourism Australia
Time for a marketing plan
Once you've got the strategy in place, it's time to build your marketing plan, an action plan that maps out the activities you'll undertake to reach your goals.
No two tourism businesses are alike, and your marketing plan should reflect what makes your offering unique. It should outline which activities you'll pursue, how each one connects to your target customers, and how you'll measure success. Budget considerations for each activity matter too.
Free templates from Business Tasmania can help you structure your plan.
Here are some marketing activities you might consider for your plan.
Website and SEO
- Mobile optimised website
- Clear calls to action (book now, enquire, etc.)
- SEO optimised content (keywords, blogs, metadata)
- ATDW and Google My Business listings
Content marketing
- Blog posts (e.g. top 10 things to do, behind the scenes, storytelling)
- Video content (tours, guest testimonials, reels)
- Photography (high quality imagery for website and media)
Social media marketing
- Instagram, Facebook, TikTok, YouTube, LinkedIn (depending on your audience)
- Reels, stories, and live content
- Hashtag strategies and location tagging
- User generated content campaigns
- Giveaways and competitions
Email marketing
- Welcome series for new subscribers
- Seasonal offers and newsletters
- Customer surveys and feedback emails
Paid digital advertising
- Google Ads (search and display)
- Meta (Facebook/Instagram) ads
- Retargeting campaigns
- YouTube pre roll ads
- Programmatic ads (for advanced targeting)
Distribution channels
- Online booking platforms (e.g. Rezdy, FareHarbor)
- OTAs (Online Travel Agents), e.g. Viator, GetYourGuide, Booking.com
- ATDW profile (Australian Tourism Data Warehouse) (link to ATDW Page)
- Affiliate marketing or referral programs
Public relations and media
- Media releases for new products, awards, events
- Media kits and press ready images (high resolution, full ownership)
- Journalist and influencer familiarisation trips
- Story pitching to travel writers and bloggers
- Engage a PR agency (if budget allows)
Industry and trade engagement
- Attend trade shows and tourism conferences (e.g. Tasmanian Tourism Showcase, Tasmanian Tourism Conference)
- Contract with inbound tour operators (ITOs)
- Participate in state or regional campaigns (e.g. Off Season, Paint the Town Red)
Reputation and review management
- Respond to TripAdvisor, Google, Facebook reviews
- Encourage happy customers to leave reviews
- Monitor and manage online reputation tools
Partnerships and collaborations
- Tourism organisations (e.g. Tourism Tasmania, regional tourism orgs)
- Local businesses (e.g. cafes, wineries, accommodation)
- Cross promotion with complementary operators
- Packaging deals (e.g. "stay and play" offers)
- Event partnerships (festivals, markets)
Print and traditional advertising
- Brochures (visitor centres, hotels, airports)
- Local newspapers or magazines
- Billboards or transit ads
- Radio and regional TV ads
Conversion tools and enhancements
- Online booking engine with live availability
- Chatbots or live chat support
- Simple and secure online checkout
- Special offers, promo codes, loyalty programs
Measurement and analytics
- Google Analytics and social insights
- Booking and revenue tracking
- Email open rates and click through rates
- Campaign performance dashboards