Wineglass Bay, Freycinet National Park

Roady

Wineglass Bay, Freycinet National Park

Roady

Marketing your business

We have a range of opportunities, resources and insights you can take advantage of when marketing your tourism business.

Whether you're just starting out in tourism, or looking to enhance your existing marketing activities, Tourism Tasmania can help connect your business with high value domestic and international travellers. These are markets and segments that deliver the highest economic value - they stay longer, spend more and explore more of the state.

Marketing tools for connecting with visitors

Person silhouetted on a rocky outcrop beneath the Milky Way at larapuna / Bay of Fires area, Tasmania's East Coast

Telling your story

Access tools, guidance and content resources to help create authentic content that tells your story and targets the right people at the right time to amplify your reach.

Two kayakers paddling on Dove Lake with Cradle Mountain behind, Cradle Mountain-Lake St Clair National Park, Tasmania

Resources for marketing our regions

Find resources and contacts for your Regional Tourism Organisation (RTO) in Tasmania. See how to get involved in Monthly Operator Showcases.

A kayaker on the Pieman River near Corinna with dense rainforest and steps to the water, takayna / Tarkine, Tasmania

Marketing your business online

Practical steps to strengthen your online presence, from search optimisation and social media to making the most of AI driven search and discovery.

Make the most of our marketing program for your business

See the latest market data

Our Research and Insights team shares the latest visitor data, market insights and emerging traveller trends. You can also ask a question or provide feedback and suggestions.

Get industry updates

For tourism industry news, opportunities and events, as well as our latest updates, subscribe to our industry newsletter at the bottom of this page.

You can also connect with us on LinkedIn.

Share your photos

If you have great images of your tourism products, experiences and destinations, consider sharing them for media and industry use and distribution through our Visual Library, contact visual.library@tourism.tas.gov.au

Get social with media

Social media is a great way to engage directly with consumers. Create captivating videos and stories to showcase what makes your product or experience special. See our social media essentials for more information.

Who we target in our marketing

We target three high value domestic segments representing 60% of the premium travel market that share overlapping values around sustainability, authentic experiences and positive destination impact, while each maintaining distinct motivational drivers. These segments encompass both first time high value visitors and repeat visitation opportunities, with strong media awareness and brand equity alignment to Tasmania's positioning.

Palawa guide Cody Gangell leads walkers on wukalina Walk, wukalina / Mount William National Park

POSITIVE IMPACT TRAVELLERS

Travellers with a strong sustainability focus, seeking to create positive impact on both destinations and personal wellbeing through nature immersion, cultural learning and community contribution at carbon neutral destinations.

Five people walking on a forest track at Tahune Airwalk, Tahune Adventures in Geeveston, Tasmania's Huon Valley

CONSCIOUS ADVENTURERS

Intrepid explorers seeking unique, off the beaten path experiences in isolated, sustainable destinations while immersing in local history and natural beauty and leaving places better than found.

Kayakers paddling beneath tall cliffs with Southern Sea Ventures, Tasman National Park on Turrakana / Tasman Peninsula

DISCOVERERS

Socially and environmentally conscious adventure seekers balancing traditional values with sustainability awareness while pursuing novel, stimulating experiences that create lasting positive impact and foster community connection.

Four people with binoculars looking up at the trees on a forest track, Inala Nature Tours on Bruny Island, Tasmania

Inala Nature Tours, Bruny Island

Tourism Australia

International markets

We target international markets where Tasmania's brand resonates strongly with high value travellers.

We prioritise markets with the greatest potential for growth and alignment with our visitor objectives, including a propensity to disperse and to travel outside the peak season. Our strategies are tailored to market maturity, travel distribution landscape and consumer behaviour.

Explore the data

Learn more about our target markets

Click through to see the data behind our markets

Meet our markets

Building your business beyond marketing

Leveraging our brand assets and campaigns

Our integrated campaigns, brand assets and visual identity can help you stand out in the competitive tourism landscape.

Four bathers leaping into the water from Floating Sauna Lake Derby at twilight, Derby

Getting involved in industry partnerships

Explore how to participate in marketing activities, submit proposals or connect your business with our campaigns and content.

Aerial view of a sandy cove and granite boulders at The Gardens, larapuna / Bay of Fires area, Tasmania's East Coast

Grow your business

From registration and permits to business planning, sustainability and industry connections, find the tools and guidance for every stage of your tourism business.

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^{All data sourced from the Kantar Segmentation Project}