About Tourism Tasmania
Tourism Tasmania is the Tasmanian Government’s tourism marketing agency. It operates under the Tourism Tasmania Act 1996.
Its role is to create demand for travel to the state by connecting people culturally and emotionally to Tasmania through domestic and international marketing programs that lead and activate the Tasmanian brand, and grow economic and social value.
The agency also collaborates with other government agencies and organisations involved with the visitor economy to ensure the growth in visitor numbers is matched with the supply of adequate air and sea access, new tourism experiences, accommodation, visitor services, infrastructure and a suitably skilled workforce.
Through the delivery of a tourism marketing strategy, Tourism Tasmania aims to strengthen Tasmania’s appeal as a travel destination, create demand for Tasmanian holidays, and attract more visitors to the state.
The strategy and marketing plans focus on the delivery of interstate and international marketing programs that inspire customer action through the use of brand marketing, content, brand advocacy, strategic partnerships for conversion and stakeholder engagement. These programs are developed and measured through the application of market and visitor research.
Key service areas within Tourism Tasmania to deliver these programs include:
- Research and Insights
- Brand and Content
- Channel Marketing
- Conversion and Global Operations
- Aviation and Access
- Corporate Affairs
- Better Business.
Values
The principles that guide Tourism Tasmania’s activities and decisions focus on:
- understanding Tasmania’s uniqueness
- challenging traditional thinking
- being consumer-centric
- being accountable yet fearless.
Tourism Tasmania wants to attract, recruit and retain people who are committed to these principles and building them into the Agency’s culture.