Tasmania's Visitor Economy
Visitors spend money throughout the state, regardless of their purpose for coming here. This benefits the Tasmanian economy in many ways - through the increased demand for services, goods, capital investment and labour - which in turn benefits many local industry sectors, including direct tourism services.
More visitors spending in our communities stimulates the creation of new businesses, they sustain existing businesses, create jobs and population growth, and they support cultural endeavours, the arts and creative industries.
T21 – The Tasmanian Visitor Economy Strategy brings this together by acknowledging that there are many reasons to visit Tasmania and there are many individuals, businesses and organisations - not just tourism and hospitality agencies and businesses - involved in attracting visitors.
Tasmania's brand provides significant opportunity to continue to attract more visitors to reach our target of 1.5 million visitors annually by 2020. Tasmania's great strength is the authenticity of place and our people – the extraordinary natural environment, capacity to generate outstanding produce, the island's ancient aboriginal culture, its unrivalled colonial and industrial heritage, and the vibrant contemporary arts and cultural sector.
Our brand must be fostered, promoted, leveraged and protected through strategic investment, creative marketing, events and partnerships across industry sectors..
T21 – The Tasmanian Visitor Economy Strategy brings industry and government focus towards our competitive strengths that drive the bulk of visitation to the state now, and offer the potential for further sustainable growth. We commit to developing these competitive strengths through targeted government and private sector support to encourage further investment and innovation.
Tasmania's globally renowned natural environment is one of the state's most valuable assets and underpins the state's reputation as a must-visit destination. Our World Heritage Wilderness, National Parks, coastal and aquatic experiences and unique wildlife are fundamental drivers of visitation. Our nature-based and eco-tourism experiences connect visitors with these assets and also drive visitation into our regional areas.
From the enduring cultural heritage of one of the world's oldest continuous civilizations to Tasmania's early European heritage and a burgeoning contemporary arts and creative industries, Tasmania’s culture defines the island and its people. A strong and vibrant culture is at the heart of any visitor economy.
Tasmania's reputation for high quality produce is recognised globally. Farm gate and agri-tourism experiences highlight our strength in the production of wine, whisky, cider and beer, along with our agriculture and aquaculture industries. These elements contribute strongly to the Tasmanian brand. With international research showing food and beverage to be a key factor in people's travel decisions, Tasmania is well positioned to capitalise on this through its unique combination of people, produce, place and proximity
Sport and recreation drives visitation to Tasmania through our calendar of major sporting events, the state's capacity to host successful national carnivals/championships across a variety of sports, and the broad appeal of the state's spectacular natural environment as the setting for land and sea based activities. Our natural advantages generate keen interest among visitors in a range of individual pursuits, for example walking, golf, cycling, fishing, sailing and other recreation-based tourism experiences.
Travel for business is an important component of the visitor market, and a market segment offering potential for future growth in Tasmania. Strong business and investment will underpin business travel, which is less seasonal than leisure travel, and generally represents high-yielding visitor spending.
Technology is changing how people work, live and play and innovative new services within the sharing economy like Uber and AirBnB are emerging and consumers are relishing the choice.
Interstate and international students studying in Tasmania provide an incentive for their relatives and friends to come and experience the state, and this in turn leads to increased word-of-mouth endorsement. International students also inject vibrancy to destinations and foster greater community awareness of cultural diversity.
The Tasmanian Government's partnership with the University of Tasmania identifies long-term targets for access and attainment, economic impact, internationalisation, modernising our economy and revitalising our regions.
Industry and government agencies will work with education providers to grow the share of international students living and studying in Tasmania through partnerships and strategic alignment of marketing, public relations and advocacy activities.
Tasmania's rich and growing calendar of events provides an opportunity to create compelling reasons to visit our state. The opportunity to grow this sector through strategic investment in events and marketing that leverage Tasmania's considerable competitive strengths as an outstanding destination for cultural, food and beverage, sport and recreational events, requires closer cooperation between event organisers, government, industry and local communities.
As an island economy many sectors of Tasmanian industry rely upon visitation for growth, and a growing visitor economy with improved access and better visitor infrastructure enhances the desirability and opportunity to visit to the state.
What 1.5 million visitors a year means for Tasmania
- Around $2.5 billion from interstate and overseas visitors being spent on accommodation, attractions, food and beverages, tours, retail goods, petrol and other goods and services every year throughout Tasmania's regions, cities and communities5
- An estimated 20,000 direct tourism jobs on offer in Tasmania6
- The construction, staffing and provisioning of more than 1200 new hotel rooms in Tasmania to accommodate the extra visitors coming to the state7.
- More flights and around 700,000 additional seats between Tasmania and the mainland/overseas8
5 Based on Tourism Tasmania's Tasmanian Visitor Survey figures for year ending December 2014
6 Based on Tourism Research Australia's Satellite Account employment figures for Tasmania 2013-14
7 Based on Hobart Accommodation Study, BDA Marketing Planning 2014
8 Tasmanian Government Access 2020 Plan, October 2015