Marketing our regions

Together we can encourage visitors to venture beyond well-trodden paths and deepen their connection with local communities across all regions of Tasmania.

Marketing can amplify the voices of Tasmanians, the people whose lives and businesses embody what makes this place distinctive. From well known attractions to local favourites, we showcase experiences across all regions with a commitment to proportionate representation and authentic local storytelling.

Regional tourism in Tasmania is based around four regional tourism organisations that cover the north west and west coast, the southern region, the northern region and the east coast.

Tasmania's visitor economy

Tasmania's visitor economy operates as a collaborative ecosystem involving multiple stakeholders working towards shared objectives, including:

Tourism Tasmania: leading tourism strategy and leadership, demand generation, brand and marketing, access and connectivity, and data and insights. As the Tasmanian Government's tourism marketing agency, our role is to create demand for travel to Tasmania by connecting people culturally and emotionally to the state through domestic and international marketing programs that activate the Tasmanian tourism brand.

Department of State Growth: overseeing infrastructure and investment, skills and workforce development, and business enterprise development.

Regional Tourism Organisations (RTOs): providing regional visitor economy leadership in partnership with local councils, supporting industry development, assisting our destination marketing efforts and serving as referral points for product development assistance.

Industry operators: delivering the visitor experience and driving local economic activity through their tourism and hospitality products and experiences.

Tarkine Trails, takayna / Tarkine

Tourism Australia

Tasmania's 2030 Visitor Economy Strategy

Our vision is that, by 2030, the visitor economy will be valued by Tasmanians for its positive contribution to our environment, prosperity and way of life, and for Tasmania to be valued by visitors for being a genuinely different experience.

Find out more about the visitor economy here

How we support regional dispersal

Industry visibility: Clear communication of marketing initiatives, channels and timing to regional stakeholders.

Proportionate regional representation: Across north, south, east and west and north west throughout our marketing program including partnership opportunities that spotlight regional destinations.

Collaboration with Regional Tourism Organisations (RTOs): Regular updates and working together to help RTOs communicate our messaging.

Meet our Regional Tourism Organisations (RTOs)

A walker on the white sand beach at Cosy Corner, larapuna / Bay of Fires Conservation Area, Tasmania

East Coast Tourism Tasmania (ECTT)

Grace Keath, CEO Phone: 0467 818 438 Email: grace@eastcoasttasmania.com.au

A heritage cottage on a rocky ledge above the river at Cataract Gorge Reserve, Launceston, Tasmania

Visit Northern Tasmania (VNT)

Tracey Mallett, CEO Phone: 0419 133 755 Email: tracey@visitnorthtas.org.au

The Dove Lake boatshed with Cradle Mountain in the background, Cradle Mountain-Lake St Clair National Park, Tasmania

West by North West (WxNW)

Sam Denmead, A/CEO Phone: 0400 224 942 Email: sam@wxnw.com.au

A crowd watching pyrotechnics under the red Dark Mofo neon sign at Night Mass: God Complex during Dark Mofo, Hobart, Tasmania

Destination Southern Tasmania (DST)

Alex Heroys, CEO Phone: 03 6223 5650 Email: alex@southerntasmania.com.au

Working with Regional Tourism Organisations

Tasmania's four RTOs provide regional visitor economy leadership in partnership with local councils, supporting industry development year round. They assist our destination marketing efforts and serve as referral points connecting operators to programs and support.

This industry led approach empowers the tourism sector to take greater control of tourism development in their region. It improves coordination of resources across councils, industry and Tourism Tasmania directed towards agreed regional priorities, while clarifying the role of local tourism associations in developing those priorities.

We provide support funding for the four organisations while maintaining overall strategic leadership through:

Demand generation: Creating and converting demand through brand and marketing campaigns.

Access and connectivity: Supporting air and sea access development.

Strategy and leadership: Guiding the visitor economy strategy and coordinating ecosystem wide initiatives.

Data and insights: Maintaining a comprehensive research program that informs strategic decision making, including visitor tracking, brand tracking, campaign evaluation, market segmentation and bespoke research studies.

Monthly Operator Showcases

Monthly Operator Showcases allow tourism operators to inform us of new businesses, products and experiences. Contact your RTO if you're interested.