About Brand Tasmania

Brand Tasmania is the first statutory place-branding authority to be established in Australia. Our brand is one of the State’s most important assets and Brand Tasmania is committed to ensuring Tasmania continues to stand out from the crowd and competes in the global market place.

Our role is to facilitate and create collaborative partnerships, ensuring that the Tasmanian brand is owned and promoted by all levels of government, business and the community.

We are industry and community led, and government enabled.

Brand Tasmania is established under the Brand Tasmania Act 2018, which specifies its statutory objectives, functions, powers and responsibilities. The organisation’s main objectives are to:

• ensure that the Tasmanian Brand, which differentiates and enhances Tasmania’s appeal and national and international competitiveness, is developed, maintained, protected and promoted;
• ensure that Tasmania’s image and reputation locally, nationally and internationally are strengthened; and
• ensure that the Tasmanian Brand is nurtured, enhanced and promoted as a key asset of the Tasmanian community.

Under this structure, Brand Tasmania will leverage the Tasmanian brand to continue to grow our economy and increase opportunities for our people and State.

We are also guided by a Statement of Expectations that the Premier provides to the Brand Tasmania Board. This document sets out the Premier's policy expectations for Brand Tasmania and is a requirement under the Brand Tasmania Act 2018.

Brand Tasmania is led by the Chief Executive Officer (CEO).