tourism tasmania corporate

22    Tourism Tasmania

Agency outline.

Tourism Tasmania is a State Authority operating under the Tourism Tasmania Act 1996 . It is governed by a Board appointed by the Governor on the recommendation of the Minister. The Agency supports the Minister for Tourism, the Hon Jeremy Rockliff MP.

Tourism Tasmania’s role is as a demand generator, brand builder and leader in the visitor economy. Its purpose is to connect travellers emotionally and culturally with Tasmania, drive visitation, increase visitor spend and lead a sustainable visitor economy that delivers social, environmental and economic value for all Tasmanians.

The Agency delivers its purpose through a market facing program to encourage visitation, working closely with air and sea access partners to ensure strong frequency and affordable access capacity for visitors and Tasmanians, and by leading destination management to ensure that the benefits of a strong visitor economy are valued by our visitors, industry and community.

Tourism Tasmania’s marketing program is a key driver for the visitor economy and celebrates the identifiable character and spirit that makes Tasmania a special place. Tourism Tasmania’s program enhances the State’s visitor economy through its brand positioning, demand generation, access strategy and leadership.

The Agency contributes knowledge and expertise to the tourism sector to inform policy and visitor economy strategy and leads the T21 partnership with industry on behalf of the Tasmanian Government to maintain and grow the important contribution tourism makes to Tasmania.

Tourism Tasmania will continue to work in partnership with the many stakeholders involved in the visitor economy to support the implementation, alignment and prioritisation of the 2030 Visitor Economy Strategy . The Strategy sets a vision for the future to strategically manage growth and investment and promotes and protects our destination through a visitor economy that champions our natural environment, grows our prosperity and empowers visitors to make a positive impact to island life.

This chapter details Tourism Tasmania’s financial information for 2023‑24 and over the Forward Estimates (2024‑25 to 2026‑27). Further information on Tourism Tasmania is provided at www.tourismtasmania.com.au.

Key Deliverables

Table 22.1 provides a summary of the Budget and Forward Estimates allocations for key deliverables being undertaken by Tourism Tasmania.

Table 22.1:       Key Deliverables Statement

Additional marketing.

Tourism plays an important part in the livelihoods of Tasmanians, providing economic, cultural and social value and supporting jobs around the State.

Additional funding of $6 million is provided to continue the delivery of marketing to expanded domestic markets and for the reactivation of international visitation after the COVID‑19 pandemic. The investment will enable the Agency to continue to deliver a balanced portfolio approach, mitigate competition from other destinations and the rapidly increasing cost of media. It will also support air capacity into the state to continue industry recovery, drive demand and provide better access services for Tasmanians. This funding is in addition to funding in 2023-24 and 2024-25 from previous Budgets.

Output Information

The Output of Tourism Tasmania is provided under:

·        Output Group 1 ‑ Tourism.

Table 22.2 provides an Output Group Expense Summary for Tourism Tasmania.

Table 22.2:       Output Group Expense Summary

1.     The decrease in Tourism in 2023‑24 primarily reflects the completion of the Australian Government Recovery for Regional Tourism Program. The decrease in 2026‑27 reflects the completion of prior year Budget initiatives and the Additional Marketing initiative.

2.      

Output Group 1:    Tourism

1.1 tourism.

Tourism Tasmania delivers a marketing program that connects travellers culturally and emotionally with the State, delivering social and economic benefits shared with all Tasmanians.

This Output primarily undertakes a program of marketing activities that focus on building a strong distinctive tourism brand and delivering marketing campaigns to appeal to targeted customer segments. This is achieved through paid media activities, earned media opportunities and communicating directly with consumers through digital communication channels to ensure Tasmania’s marketing messages are optimised in key Australian and international markets. The design of this program is informed by investment in visitor data, insights and consumer trend analysis that is shared with visitor economy stakeholders.

The Output includes commercial marketing partnerships with access partners, retail travel networks, online travel retailers, and other distributors of Tasmanian tourism products to stimulate holiday sales and bookings to Tasmania.

This Output supports the development and growth of a strong regional tourism network and industry stakeholders. It helps drive visitor expenditure and ensures that the future development and growth of Tasmania’s economy is matched with access capability.

Table 22.3:       Performance Information ‑ Output Group 1

Source: Tourism Research Australia for International Visitor Survey and Tourism Tasmania for Tasmanian Visitor Survey.

1.     As the 2030 Visitor Economy Strategy is finalised, new benchmarks and measures will be determined to measure impact, inform reporting and track progress. Tourism Tasmania’s program performance measures are outlined in Tourism Tasmania’s Corporate Plan.

2.     The 2020‑21 figures reflect eight months of visitor data as the capture of Tasmanian Visitor Survey data recommenced in November 2020 due to the COVID‑19 pandemic.

3.     Visitors to Tasmania travelling on scheduled air and sea services are sourced from TVS.

4.     Includes holiday and visiting friends and relatives only, sourced from TVS. It does not include interstate visitors to Tasmania for business, education or other purposes.

5.     Includes holiday and visiting friends and relatives only, sourced from the International Visitor Survey. It does not include international visitors to Tasmania for business, education or other purposes. The 2020‑21 visitation figure was not available at the time of publication of the 2022‑23 Budget.

Detailed Budget Statements

Table 22.4:       statement of comprehensive income.

1.     The variation in Appropriation revenue ‑ operating primarily reflects the profile of funding for prior year Budget initiatives and the Additional Marketing initiative.

2.     The decrease in Grants in 2023‑24 reflects the completion of the Australian Government’s Recovery for Regional Tourism Program.

3.     The decrease in Supplies and consumables in 2023‑24 reflects the completion of the Australian Government’s Recovery for Regional Tourism Program. The decrease in 2026‑27 primarily reflects the completion of funding for prior year Budget initiatives and the Additional Marketing initiative.

Table 22.5:       Revenue from Appropriation by Output

1.     The variation in Tourism primarily reflects the profile of funding for prior year Budget initiatives and the Additional Marketing initiative.

Table 22.6:       Statement of Financial Position as at 30 June

1.     The variation in this item reflects revised estimates based on 30 June 2022 actuals.

2.     The variation in Intangibles reflects the treatment of Tourism Tasmania’s new Discover Tasmania website launched in 2021‑22.

Table 22.7:       Statement of Cash Flows

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Destination Southern Tasmania is the regional tourism organisation for Tasmania’s southern region.

Level 2, 13-17 Castray Esplanade Hobart TAS 7000

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Membership Benefits

DST represents businesses of all shapes and sizes including accommodation, attractions, tour operators, restaurants, retail, events and service providers.

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Login to the member-only online portal to access additional resources and workshop videos.

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Industry Resources

General information and resources for the Southern Tasmania Tourism Industry.

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Cruise Industry Resources

Hobart’s deep water port is the arrival and departure point for many sailing expeditions.

2024 Paint The Town Red

DST in partnership with Dark Mofo invites businesses to Paint the Town Red and celebrate Tasmania’s Dark Mofo Winter Festival.

2024 Tasmanian Tourism Showcase

This year’s event will expand to a state-wide focus and include a consumer-focussed day

Telegraph Hotel Lights up to Support Tassie Devils

Dunalley Bay Distillery Collects Medals at the 2024 London Spirits Competition

Shades of Port Arthur

TICT Launch new Tassie Tourism Ambassador Program Modules

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Tourism Tasmania

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Tourism Tasmania is the government agency responsible for promoting Tasmania as a premier travel destination for both domestic and international visitors.

By showcasing Tasmania’s unique and diverse offerings, Tourism Tasmania works to create demand for travel to the state and encourage visitors to explore all that Tasmania has to offer. Through their consumer website, Discover Tasmania , visitors can access a wealth of information about Tasmania’s attractions, events, and experiences. Tourism Tasmania also works closely with the four Regional Tourism Organisations (RTOs) and a number of other stakeholders to develop and promote sustainable tourism practices and enhance the overall visitor experience. Whether you’re a first-time visitor or a seasoned traveller, Tourism Tasmania is your go-to resource for discovering the best of Tasmania. Visit the Tourism Tasmania corporate site for more information.

The Tasmanian tourism industry acknowledges the Tasmanian Aboriginal people and their enduring custodianship of lutruwita /Tasmania.

We honour 40,000 years of uninterrupted care, protection and belonging to these islands, before the invasion and colonisation of European settlement.

As a tourism industry that welcomes visitors to these lands, we acknowledge our responsibility to represent to our visitors Tasmania’s deep and complex history, fully, respectfully and truthfully.

We acknowledge the Aboriginal people who continue to care for this country today. We pay our respects to their elders, past and present. We honour their stories, songs, art, and culture, and their aspirations for the future of their people and these lands.

We respectfully ask that tourism be a part of that future.

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STRONGER COMMUNITIES ACROSS OUR REGION   THROUGH A PROSPEROUS AND SUSTAINABLE TOURISM INDUSTRY

West by North West (WxNW) is one of four regional tourism organisations (RTOs) across Tasmania, each funded by the Tasmanian government to work with our tourism industry at a local and regional level; and with government at all levels. Our work forms part of the state's T21 Visitor Economy Strategy .

The  T21  is the partnership between Tasmanian Tourism Industry and the Tasmanian Government. It sets the direction for the visitor economy through the  2030 Visitor Economy Strategy for Tasmania  . T21 officially comprises the TICT and THA on behalf of industry; and several govt. agencies and departments who report to the Premier’s Visitor Economy Advisory Council (PVEAC). The 4 regional tourism organisation  (RTO’s) contribute in delivering the 2030 strategy. 

Provide a voice for region’s tourism industry, publicly representing their interests and common goals within government and community.

Industry Support

Facilitate a cohesive and engaged tourism industry, through communication, support, forums + education.

Marketing Support

Drive demand through marketing + content partnership with Tourism Tasmania; and via our websites, social media and traditional media channels.

Product Development

Support and enable the development of new products and the further innovation of existing products.

Visit Northern Tasmania

East Coast Tourism

Destination Southern Tasmania

WxNW Vision

"Stronger communities across our region through a prosperous and sustainable tourism industry."

2030 VISITOR ECONOMY STRATEGY TASMANIA

Local Councils

Local Tourism Bodies

Marketing Groups / Events

Our region spans Tasmania's West Coast , North West  and King Island , comprising nine local councils:

West Coast Council

Circular Head Council

King Island Council

Waratah-Wynyard Council

Burnie City Council

Central Coast Council

Devonport City Council

Latrobe Council

Kentish Council

UPCOMING INDUSTRY EVENTS

We regularly host and/or facilitate forums, training, networking and other events for our region's tourism industry. Click below for details and registration.  

Regional Tourism Forum 2024

Our  Annual Tourism Forum  is an opportunity to come together to hear all about the major projects happening in our region, explore industry insights, discuss how our region can have a Positive Impact on our community and a panel discussion focusing on workforce issues.  It promises to be a lineup that will inform, and educate but also provide actionable insights for you and your business.

FORUM DETAILS

When:  Wednesday, 19th June

Location:  Paranaple Centre, 137 Rooke St, Devonport

Time:  12:30pm for 1:00pm start - 5:30pm

Dress Attire:  Casual Business (Forum + Cocktail)

This will be followed by a  Cocktail Party  with a difference.  We will team up with TICT to announce the  winners  for  Tassie Top Tourism Town .

It is always a great time to bring the industry together to connect, relax, celebrate and discuss the future of the region and state. 

We will offer a shuttle bus to and from the Paranaple and Spreyton Cider for those who will be staying in Devonport. 

COCKTAIL PARTY  DETAILS

When:  Wednesday, 19th June

Location:  Spreyton Cider Co, 6 Melrose Rd, Spreyton

Time:  From 6:00pm - 9:00pm

Dress Attire:  Casual Business (Forum + Cocktail)

Forum Only:  $30.00 (light refreshments included)

Cocktail Party Only:  $70.00 (dinner and drinks included)

Forum + Cocktail Party:  $90.00 (food and drinks included)

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Gabriella Conti

Chief Executive Officer

Gabriella Conti, CEO of West by North West the  regional Tourism organisation, has extensive experience in project management and executive roles, last few roles including Laureate University and the Federal Group. With a strong passion and love for the region, she is excited about the growth of the region, having a strong focus on making sure we plan to manage growth sustainably.

[email protected]

0499 020 466

Sarah Norton

Marketing & Industry Support Manager

Born on the north west coast, Sarah has vast tourism experience across the public and private sectors, with a degree in tourism marketing and entrepreneurship and a decade of rich experience working for iconic products and destinations in New Zealand.

[email protected]

0499 980 482

Meg Hely 

Industry Support Coordinator

Meg joins us with a nearly decade of invaluable experience in hospitality and tourism. With an unwavering enthusiasm and passion for the field, she brings an infectious positivity to our team at WxNW.

[email protected]

0406 210 919

Cyndia Hilliger

Co-owner of Waterfront Accommodation Wynyard

Simon McDermott

Deputy Chair

Owner of McDermott's Coaches

Alicia Peardon

Owner of Ghost Rock Wines

David Midson 

General Manager of West Coast Council 

Georgie Gow

Account Director, PaxMondo

Anthony O'Hern

Owner of Cradle Mountain Canyons

John Dabner

General Manager of Tall Timbers

Anne Greentree

Director Visitor Economy Strategy at Tourism Tasmania

Ian Robertson

General Manager of the West Coast Wilderness Railway

Shane Crawford

General Manager of Waratah/Wynyard Council 

INDUSTRY RESOURCES

Click below to discover some useful tourism industry resources.

West by North West

Regional Tourism Strategy 22-25   |   Just a few pages (nothing too onerous) illustrating our vision, framework, strategic pillars and key performance indicators (KPIs).

Facebook Group   |   Online industry forum for sharing updates, answering questions and conducting open discussion.

Image Library,  regional   |   Collection of over 1000 high quality images from our region, for use by tourism operators on digital platforms ( Please read the Terms of Use document in the library. For all content except King Island, please tag @wildbonde when posting).

Newsletter   |   Subscribe to our database to stay up to date with regional industry news.

WxNW Annual Report 19-20

WxNW Annual Report 20-21

WxNW Annual Report 21-22​​

Tourism Tasmania ​​ ​ ​

ATDW (Aust. Tourism Data Warehouse)  -   List your business for free to appear on over 50 destination websites

Visual Library,  state   -   Broad collection of images for use by tourism  operators, subject to a simple approvals process

Newsletter, Tourism Talk   -  Subscribe here to stay up to date with Tourism Tasmania industry news

Stats + Data   -   Browse the latest visitor data, using various reports and the TVS Analyser

Tourism Industry Council Tasmania

Tourism Accreditation   -   Explore the benefits of becoming an accredited tourism operator

Grants and Funding Assistance ​

Cradle Coast Authority's Funding Finder  - C omprehensive database of grant and funding opportunities available to you.

Paraquad Tasmania

Accessible Tourism Resources - A list of simple and easy to implement tips for a business to become more accessible.

29a Wilson Street

Burnie, TAS 7320

[email protected] 0499 020 466

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Tourism Tasmania names new CEO

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Boosting tasmanian tourism.

• Joint media release with:
• Senator the Hon Jonathon Duniam, Assistant Minister for Forestry and Fisheries, Assistant Minister for Industry Development

The Morrison Government is providing $5.14 million to fund new tourist attractions in Tasmania, including mountain bike trails, rock climbing and farm experiences, to attract more visitors to the island and support local jobs and business opportunities.

The Government is providing $2.34 million for eight tourism projects plus $2.8 million to encourage agricultural businesses to develop unique tourism experiences, such as interactive farm tours, on-farm accommodations and meals, paddock to plate experiences and cooking schools., to boost the Tasmanian tourism sector.

Minister for Trade, Tourism and Investment Dan Tehan said the Morrison Government was investing in Tasmanian tourism, jobs, businesses and communities.

“The best thing the Morrison Government can do for our tourism businesses is to get tourists back spending money,” Mr Tehan said.

“Our investment will support the Tasmanian community to further improve their tourist offering by developing new and unique attractions that draw even more visitors to the state.”

“This investment is part of our Government's $13.5 million commitment to help support Tasmanian tourism.”

Assistant Minister for Industry Development Jonno Duniam launched the Opening the Gate: Accelerating Agritourism in Tasmania project in Richmond today.

“With around 15 per cent of all jobs in Tasmania supported by tourism, it's vital that we continue to support the industry and set it on track to thrive again,” Assistant Minister Duniam said.

“From the east to west coast, these additional projects will create new and ongoing jobs for Tasmanians, in hospitality, the arts and adventure tourism industries.

Tourism Tasmania CEO John Fitzgerald said the funding boost was very welcome news for the state's tourist sector.

“It's fantastic to see the Australian Government backing our regional operators in Tasmania with a wide range of new products and experiences,” Mr Fitzgerald said.

“There's a real focus on product innovation and new visitor experiences designed to increase yield and length of stay, which we know is so important for industry recovery, particularly in regional areas.

“There are some great new additions to our mountain biking networks around the state, new nature and adventure offerings in the north, contemporary visitor interpretation in the midlands and new light show experiences at Table Cape and Bicheno.

“These projects will align with the work Tourism Tasmania is doing with its current Off Season winter marketing campaign and our ongoing Come Down for Air program focussed on generating interest and visitor demand for Tasmania.”

The eight projects supported by the $2.34 million are:

• Wild Tamar Adventure Offering
• Table Cape Lightshow
• Riding the Mountain - mountain bike trail
• Blue Derby Green Flow Trail - mountain bike trail
• Heritage Interpretation – REASSIGN
• Bay of Fires Trail - mountain bike trail
• Bicheno Beams
• Wild Mersey Trail, Sky Rider and Look Out

The funding is provided through the Recovery for Regional Tourism (RRT) Program, which is part of the Morrison Government's $1 billion COVID-19 Relief and Recovery Fund.

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Grants and funding

Business events attraction fund.

Enables Tasmania to financially bid for national or international business events that qualify as strategically important to the state.

Tourism Innovation Grant Program

Assist existing and prospective Tasmanian businesses to realise projects that will increase and expand visitor demand.

Luxury Tours Tasmania; Bespoke Corporate Tours

The ultimate done-for-you golf, wine or scenic corporate tasmanian tour experience., luxury corporate tasmanian tours made easy ..

Do you have an upcoming corporate event you’ve been charged with organising? Not sure know where to start?

The responsibility of organising an event can leave you stressed and overwhelmed. At Luxury Tours Tasmania, our trusted and experienced team lifts that burden and goes above and beyond your wildest expectations.

Organising a corporate tour isn’t easy; they’re time-consuming and stressful, especially when you’re in charge of the company budget. Our team is dedicated to tailoring corporate tours that provide unique, memorable, and fun experiences that stay within your budget.

Put simply, we specialise in curating bespoke corporate events for you . No more headaches and sleepless nights. Pick up the phone, give us your brief, and we do the rest .

We offer an array of tour packages that are exclusive, entertaining, and jam-packed full of laughter. Whether it’s a round of golf, tasting world-class wines, or simply enjoying the glorious Tassie scenery, we’ve got the tour for you .

Our corporate tours take you to bucket-list golf courses that showcase the majestic and rugged coastline that Tasmania is known for. Travel in style in our luxury vehicles and enjoy a mouthwatering lunch made from the finest local produce along the way.

Maybe you’re a wine lover? Our tailored wine tours offer the ultimate North West Coast experience. Meander your way through the region, sipping a glass of sparkling wine. With tastings at each winery, there’s a drink to match everyone’s taste. Whether it’s gin, wine, or a local craft beer, you won’t be disappointed !

Travel in complete luxury

Our private luxury vehicles will have you travelling in complete comfort as you take in the breathtaking views of Tasmania’s finest wine and golfing regions.

Gain access to Australia's best golf courses

Tasmania is home to four of the top five public golf courses in Australia, as rated by Golf Australia: Cape Wickham and Ocean Dunes, King Island, and Barn­bougle and Lost Farm, Bridport.

Experience Tasmania's finest wine & produce

Settle for nothing other than the best – Tasmanian sparkling wines are widely considered the best in the world – second only to Champagne.

Flexible, Risk-Free Booking

At Luxury Tours Tas, we understand that plans change, which is why you can easily reschedule your dates if something unexpected pops up. Our commitment to customer service doesn’t stop there; We’ll even give you credit for future trips if you need to delay your corporate event.

Want to change your tour? No problem; Give us a call, and we’ll change your corporate event with no additional fee .

Say goodbye to those sleepless nights, your custom corporate tour is only a phone call away. If you want a corporate event that will “blow the socks” off your group and leave you looking like a superstar, call us now , and our team will do the rest.

Happy customers

Booking your corporate tasmanian tour is easy..., get in touch.

Simply send us an email or call us to get the conversation started.

Give us the brief

We’ll get all the information about your company, requirements and other info to ensure this will be a tour to remember.

Sit back & relax!

Sit back, relax and let us do all of the hard work to deliver the tour of a lifetime (and make you look like a superstar!)

World Golf Awards 2022 - Winner!

World Golf Awards: Australia's Best Inbound Tour Operator 2022 WINNER!

Launceston Chamber of Commerce Voice of Business Awards 2021

Finalist in the category of Excellence in Start-Up

Visit Northern Tasmania Champions of Tourism 2021

Winner in the category of Innovation

Australian Enterprise Awards 2020

Winner in the category of Best Luxury Small Group Travel Specialists 2020

IAGTO (The Global Golf Tourism Organisation) Member

We are a member of the Global Golf Tourism Organisation (IAGTO).

Quality Tourism Accredited Business 2022

Luxury Golf & Scenic Tours Tasmania has met the requirements of the Quality Tourism Framework.

Sustainable Tourism Accredited Business 2022

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World Golf Awards 2024 - NOMINEE!

We are thrilled to be announced as a nominee for the third year running for the World Golf Awards: Australia's Best Inbound Golf Tour Operator 2024 .

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