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Department of State Growth


Tasmania has a thriving tourism sector based around our natural heritage, cultural and creative industry assets. The breadth of features and experiences within a small geographical area have cemented the State's reputation as a must-see destination.

More visitors spending in our communities stimulates the creation of new businesses. They sustain existing businesses, create jobs and stimulate population growth, while supporting cultural endeavours, the arts and creative industries. Tasmania is firmly on track to achieve its target of 1.5 million visitors per year by 2020.

Case Study

Pennicott Wilderness Journeys (PWJ) has grown considerably from 1,200 guests in 1999 to 123,347 in 2017/18. Since launching Bruny Island Cruises in 1999 the family owned business now includes six tours: Bruny Island Cruises, Tasman Island Cruises, Tasmanian Seafood Seduction, Bruny Island Traveller, Iron Pot Cruises and components of the Three Capes Track. PWJ provides land transport for its Bruny Island and Tasman Island Cruises day tours and a bus service from Hobart to Port Arthur.

“We provide a diverse range of experiences that cater to a broad market. The majority of visitors are from interstate, with 20.4% from NSW and 18.5% Victoria. 27% of guests are international with Hong Kong the largest source market, followed by China and USA.

Bookings across our diverse experiences reflect various needs of our markets. 60% of Tasmanian Seafood Seduction passengers are from overseas compared to between 24 and 30% with our other experiences where our interstate markets form the majority.

A strong partnership with state government has been integral to the successful growth of our business, both domestically and internationally. Research and consumer information provided by Tourism Tasmania and other government departments has been essential in developing appropriate product to meet consumer needs. Investment in destination promotion and public relations activities from state government has raised awareness of Tasmanian experiences to drive demand and provided us with opportunities to develop relationships with influencers that champion our journeys.

Advice from Tourism Tasmania and other government departments has ensured we have successfully entered the international market with appropriate products, supported by extensive networks to establish now longstanding business relationships. State government’s investment in the Australian Tourism Exchange is highly valued as it is our biggest trade activity annually over the past decade to connect and do business internationally.

We believe government and industry partnerships are essential for successful tourism development and running a sustainable business. We are thankful for the support we have been provided to assist our business evolve over time to be able to respond to changing markets.”

Rob Pennicott

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