Tasmanian Journeys Project
The Tasmanian Journeys Project will deliver a suite of five self-drive journeys (“touring holidays”) to encourage visitors to explore regional Tasmania.
Driving experiences are one of the priorities identified in the Tasmanian Visitor Engagement Strategy.
Due to the impacts the COVID-19 restrictions have had on the state’s visitor economy, the Journeys initiative will be an important tool to support industry recovery and growth.
It is projected that the full suite of Journeys will launched by September 2020, which is significantly sooner than planned. This earlier date will establish a platform to showcase the depth, breadth and diversity of visitor experiences in regional Tasmania at a time when industry support is greatly needed.
In the short term, Journeys will provide a new way for Tasmanians to explore their home state. In the longer term, the network will be a key tool in promoting Tasmania as a world-class self-drive touring destination.
The Tasmanian Journeys Project is being delivered through a partnership between the Department of State Growth and Tourism Tasmania, in collaboration with the state's Regional Tourism Organisations.
Three new Journeys
A consultation process in relation to the development of three new Journeys was undertaken across the state between August and November 2019. This included a series of meetings, 14 community forums and an online survey. The insights gained from this process were analysed and a report prepared that contains a series of recommendations to be implemented by the project team.
The new Journeys will be located in the south, centre, and across the top of the state, promoting areas for visitors to explore, rather than linear touring routes.
Extensive planning has now commenced with working groups for each Journey including industry/community, government and Regional Tourism Organisation representatives.
Launched in October 2018, the Western Wilds encourages visitors to explore windswept coastlines and dense rainforests, encounter rare wildlife and meet the resilient locals who have carved a life for themselves in Tasmania’s wilderness.
With stories, myths and legends to uncover and wild landscapes within reach, the Western Wilds is one of the most soul-stirring wilderness journeys on the planet.
Great Eastern Drive
Since its launch in 2015, the Great Eastern Drive has contributed to an increase in visitation to Tasmania’s east coast. Continued development of the Great Eastern Drive will form part of the Journeys Project and this may mean developing a new look and feel (visual identity), extending the Journey’s ‘footprint’, and/or evolving the name.
Reviewing the current Great Eastern Drive and evolving its core elements will ensure its longevity because it will be more aligned to the other Journeys and current target markets.
An industry consultation process was undertaken in relation to evolving the Great Eastern Drive between February and April 2020.
This process was done with consideration to the COVID-19 situation and implications, with the subsequent report detailing the findings and insights from the consultation activities.
For more information on the Tasmanian Journeys Project phone (03) 6165 5140 or email firstname.lastname@example.org