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Tasmania’s new tourism strategy reflects strong future plans

As arrivals recover, Tourism Tasmania is striving to ensure that tourism will continue to benefit both future resident generations and future tourists, while driving the state’s economy.

This is why Tourism Tasmania, in collaboration with the Tasmanian Government and industry stakeholders, have developed 2030 Tasmanian Visitor Economy Strategy, which will set the vision and direction of the state’s tourism industry for the future, Sarah Clark, CEO of Tourism Tasmania, told TTG Asia on the sidelines of the Australia Marketplace South East Asia 2023 held in Singapore.

Currently, tourism contributes six per cent of the Gross State Product, the highest in Australia, and provides 13 per cent of jobs.

“The 2030 strategy is about promoting Tasmania in the right way to the right customers, as well as protecting it. We are talking about how we can live in harmony with tourism, and protect our beautiful environment. It’s also building the economy, and looking at all avenues – including customers and community – that tourism touches. I, personally, want to focus on how we can connect more with the industry,” she explained.

Clark, who joined Tourism Tasmania as CEO in January this year, shared: “The last 18 months have been amazing, and we’ve had the largest tourism spend ever of A$3.9 billion (US$2.6 billion), up from A$2.3 billion pre-Covid. This is mainly driven by the domestic market, while Singapore is our fastest-recovering market.

“Our visitor numbers are back to pre-Covid levels, and the spend is substantially higher because people are spending a longer time, as well as money on experiences. Operators have recovered nicely.”

As of March 2023, Singapore has recovered to its pre-Covid numbers, and is the only country that has done so. It sits with the US, and New Zealand, among Tasmania’s top three inbound markets. China and Hong Kong are two markets that have shown interest in Tasmania, but have not come back as strongly.

Currently, Singaporeans have to fly to Melbourne or Sydney, and transfer to a flight to get to Hobart. This has sparked aspirations for a direct flight, and Tasmania is in “warm conversations” with airlines to hopefully turn that dream into reality, Clark mused.

It helps that Hobart Airport’s runway, taxiway and apron will be upgraded over the next two years or so, thanks to the A$60 million funding from the federal government.

“There are many flights a day from Singapore to Melbourne and Sydney, so it’s actually quite easy to connect, but it definitely takes more time – being harder to get to makes visiting Tasmania more worth it,” Clark opined.

On the sustainability front, although Tasmania already boasts 100 per cent renewable electricity, and is a carbon-zero emissions state due to its natural environment, Clark said that there is more to be done.

“One of the key directions in our 2030 strategy is the maintaining of net-zero, and reducing our emissions. It’s not about cancelling what we put in, but reducing what we put in as well. We are planning to get a consultancy in to help businesses (figure out) what their starting point is to reduce their emissions. But this is one of the largest barriers for a small business (because they don’t have the funds); Tasmania is made up of 97 per cent small businesses.”

Trials have been conducted, and discussions are underway to see how this can be rolled out on a larger scale.

Other short-term enhancements for visitors include the launch of a new website, as well as a Discover Tasmania app to help travellers plan their trip. There are also new audio guides for the visually-impaired.

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Jeremy Rockliff

Premier of tasmania, 14 august 2023 jeremy rockliff, minister for tourism, bold and ambitious plan for tasmania's visitor economy backed by new funding.

Tasmania’s tourism industry is one of our great success stories, and the Rockliff Liberal Government has worked with industry to develop a new bold and ambitious plan to cement its future as a driver of jobs and our economy for decades to come. The Government has worked hand in hand with the industry to set a vision for Tasmania’s visitor economy through to 2030, which will continue to see Tasmania lead the nation and forge its own path. Premier and Minister for Tourism, Jeremy Rockliff said the industry’s future prosperity was critical for Tasmania. “Our tourism industry supports over 37,000 jobs while adding billions to our economy, and with the industry once again thriving, this Strategy will lock in its future for the long term,” the Premier said. "In recognition of the industry's contribution to our economy, we’re today committing $12 million in new funding over three years to back immediate priorities outlined in the Strategy like boosting the workforce, attracting business events to Tasmania, a 10-year infrastructure plan and stimulating more private investment in tourism products. "We know that our visitor economy will continue to grow, and that's why the 2030 Visitor Economy Strategy is both a plan for growth, and a plan to manage growth sustainably. “We will deliver real outcomes to support tourism and hospitality operators to embrace Tasmania’s net zero emissions future, aligned with our Tasmanian Climate Action Plan.” The strategy sets eight key directions to grow and manage our visitor economy based on making a positive impact to our community, economy, environment, industry, visitors and Tasmania as a destination. The Chair of the Tourism Industry Council Tasmania (TICT), Daniel Leesong, said that in a number of areas, Tasmania will be leading the way nationally and forging its own unique path. "One of these will be in the emissions reduction program that the TICT will be leading, supported by the Tasmanian Government, to help operators understand their emissions profile and then reduce their footprint. "Our workforce is our single most important asset, and as an industry we'll be ramping up efforts to invest in fit for purpose training, strengthen our ties with the tertiary education sector and try different ideas to tackle the lack of worker accommodation in regional areas. "We want our industry to be seen as a valuable career choice for future generations of young Tasmanians and we need to do better." Mr Leesong said that the three-year Action Plan also launched today included clear steps that both the Government and industry will take to achieve the 2030 vision and both would be held accountable on their achievement. "We thank the Tasmanian Government and the Premier, Jeremy Rockliff, for recognising what a critical contributor the visitor economy is to Tasmania and providing funding to the tune of $12 million to see priority areas in the plan delivered." The 2030 Visitor Economy Strategy and Action Plan is available at www.tourismtasmania.com.au The strategy is a joint development of the Tasmanian Government and Tasmania’s tourism and hospitality industry through the T21 partnership and has been informed by industry and community consultation and growth forecasting.

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2030 Strong Plan To Grow Tasmania’s Tourism Sector

11 Mar 2024 10:27 am AEST Date Time
Jeremy Rockliff Premier, Minister for State Development, Trade and the Antarctic, Minister for Tourism and Hospitality, Minister for Mental Health and Wellbeing, Member for Braddon
Nic Street Minister for Housing and Construction, Minister for Local Government, Minister for Sport and Recreation, Minister for Stadia and Events, Member for Franklin

A re-elected majority Liberal Government will build on Tasmania’s reputation as a world-leading tourism destination, as part of our 2030 Strong Plan for Tasmania’s Future.

“Tourism has been one of Tasmania’s single greatest transformative sectors of the past decade, and our Government has backed it every step of the way,” Premier Jeremy Rockliff said.

“A re-elected majority Liberal Government will invest even more to ensure our visitor economy continues to grow by delivering unique, Tasmanian experiences.

“We’ve seen what MONA has done for the Tasmanian visitor economy, and our Plan to deliver the Cradle Mountain masterplan as well as a new Chocolate Experience at Cadbury will continue to drive visitation to our state.

“In addition, we will support regional tourism businesses to develop job-creating local tourism attractions through our $50 million Regional Tourism Loan Scheme.

“Additionally, we will boost destination marketing by $4 million, as well as creating a new dedicated $3.8 million Business Events attraction fund.

“And, we will invest in air access to Tasmania – both international and domestic – with a $5 million aviation access fund.”

The Premier said that the 2030 Strong Plan backs in and funds the Government’s 2030 Visitor Economy Strategy with an additional $12 million.

“Our 2030 Visitor Economy Strategy is the road map to deliver our aspiration to reach 1.6 million interstate visitors, and 400,000 international visitors by 2030, injecting $1.64 billion into our economy, each and every year,” the Premier said.

“This additional funding will provide the resources to allow us to realise the aspirations in this Strategy.

“Tourism has grown exponentially on our watch. We have rewritten attitudes about how Australia and the world sees Tasmania, and importantly, it has shaped how we define ourselves.

“We are continuing our strong backing of our tourism industry to ensure that our visitors stay longer, see more of our State, and spend more while they are here, supporting local businesses and jobs right across Tasmania.

“Our 2030 Strong Plan for Tasmania will continue to support tourism, and the city and regional communities that rely on it,” the Premier concluded.

Under our 2030 Strong Plan for Tasmania’s Future, a re-elected majority Liberal Government will:

Back in the Cradle Mountain Masterplan and help deliver a new Chocolate Experience at Cadbury;
Create a $50 million Regional Tourism Loan Scheme stimulating regional tourism;
Commit $10 million to Business Events Tasmania and the delivery of an Events Attraction Fund;
$4 million in increased investment in destination marketing;
Establish a $5 million Aviation Fund, leveraging all-year-round opportunities to increase capacity and enter the Tasmanian market;
Deliver an additional $12 million over three years to the 2030 Visitor Economy Strategy;
Partner with the Tourism Industry Council Tasmania to strengthen industry resilience and capacity and maximise opportunities from the new Spirit of Tasmania ferries;
Invest in sustaining growth in Mountain Biking in Tasmania;
Activate the Islander Way on Flinders Island;
Deliver Agri-tourism reform and develop Heartlands tourism; and
Back in key strategic projects.

The cost of this policy is $43.07 million.

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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.

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

Tourism Strategy

Tasmania’s 2030 Visitor Economy Key Directions Paper was recently available for public comment. The TNPA welcomes the acknowledgement of the finite capacities of our natural areas and recommendations for research to understand “carrying capacity, cumulative impact, limits and thresholds”. Our major concern is the disconnect between this call for evidence-based planning and the unchallenged emphasis throughout the rest of the Key Directions Paper on growing visitor numbers. This is the issue that underlies most of TNPA’s concerns about management of our natural areas – the ever-increasing demand for visits to Tasmania’s magnificent national parks needs a more considered response than the provision of ever-increasing amounts of infrastructure. It is crucial that the natural experience sought by visitors is maintained.

Wineglass Bay, Freycinet National Park. Photo: Kip Nunn

The Tasmanian National Parks Association offers an independent voice for Tasmania’s national parks and reserves, to ensure they are managed for the conservation of the values for which they were proclaimed.

Key Organisations in Tasmania

Tasmania is home to more than 30,000 first nations people as of 2021, representing 5.4% of the state’s population..

More than 13,000 Aboriginal heritage places and objects are listed on Tasmania’s Aboriginal Heritage Register.

Archaeological evidence suggests ancestors of First Nations people arrived in Tasmania at least 40,000 years ago.

Tourism Tasmania

The Tasmanian Government, through its tourism agency – Tourism Tasmania – developed the state’s 2030 Visitor Economy Strategy , in partnership with the Tourism Industry Council Tasmania.

This strategy, released in 2023, committed to enforcing principles of co-design and shared decision-making with First Nations people to support their participation in the tourism sector, working together to shape the visitor economy and achieve the greatest positive impact.

The Tasmanian Government agreed to engage with First Nations people, businesses and organisations to ensure programs of capacity building and business support for Aboriginal tourism businesses are in alignment with identified aspirations and goals and sit within the Closing the Gap National Agreement – Tasmanian Implementation Plan .

The strategy will prioritise Tasmania’s protected areas and the development of ‘authentic Tasmanian experiences’, including support for First Nations tourism initiatives and programs, which will shape policy frameworks for the remainder of the decade.

Other Organisations in Tasmania

Organisation.

Department of Natural Resources and Environment

Government Department

Strategies and Indigenous Tourism projects

The Department developed a Tourism Master Plan for the Tasmanian Wilderness World Heritage Area (TWWHA) in 2021, as a 10-year framework for tourism developments in the natural area which covers almost one quarter of Tasmania.
The plan prioritised ensuring First Nations people are involved in decision-making and future business opportunities in the World Heritage Area, with State Government support.

Tourism Industry Council Tasmania

The Tourism Industry Council Tasmania is the state’s peak-industry body for tourism, partnering with the Tasmanian Government to deliver the 2030 Visitor Economy Strategy and providing accreditation to tourism operators.

Acknowledgement of Country In the spirit of reconciliation, the Tourism & Transport Forum (TTF) acknowledges the Traditional Custodians of Country throughout Australia and their connections to land, sea and community. We pay our respects to Elders past and present.

2030 Strong Plan to grow Tasmania’s tourism sector