Tourism

A world-leading destination of choice

Tasmania’s greatest strength is the authenticity of place and people. It is for this reason that Tasmania has been voted third most welcoming region on Earth for two consecutive years by booking.com and its 232 million verified reviews. Tasmania was also awarded 2021 'Place Brand of the Year' at the City Nation Awards in London. In addition, at the 2019 Qantas Australian Tourism Awards, Tasmania won more medals than any other Australian state or territory, receiving seven gold, seven silver and three bronze medals.

Tasmania is a place of wild and beautiful landscapes, a pristine natural environment, friendly people with a relaxed lifestyle, wonderful food and wine and a haunting history evoked by world famous convict ruins. Tasmania is Australia’s only island state and the most geographically diverse, with an extraordinary 48 per cent reserved as national parks and world heritage wilderness. With record numbers of people travelling to Tasmania prior to Covid-19, the secret is out. Tasmania is fast becoming a must see and do destination for travellers from around the globe. The Tasmanian Government’s vision remains for Tasmania to be a world-leading travel destination with a vibrant visitor economy supported by our tourism and hospitality industries. The government has committed to achieve this vision by delivering dedicated marketing activities, a plan to increase air and sea access, and by driving major investment in quality tourism infrastructure. This vision is reinforced by strong and established businesses, a dynamic education sector, and a community that embraces visitors and all the benefits they bring to Tasmania. As Tasmania continues to out perform domestic and international visitation forecasts and deliver outstanding growth, now is an exciting time to invest in Tasmania’s visitor economy.

Many opportunities exist for investment in the following:

• built infrastructure such as hotels and other accommodation
• leisure attractions
• business events
• heritage activities
• gastronomic experiences
• recreational and adventure activities
• sensitive and appropriate tourism developments in Tasmania’s
• wilderness world heritage areas, national parks, reserves and
  Crown land.

Tasmania is one of Australia’s most affordable places to establish or expand a business. The state has a resourceful and resourcerich economy with a reputation for quality. Tasmania’s compelling brand is strong and has a number of globally competitive advantages that are admired worldwide as being synonymous with excellence, purity and sustainability. Tasmania’s share of tourism employment is the highest in Australia and the overall contribution of tourism accounts for about 15 per cent of total Tasmanian employment. Tourism contributes about 9 per cent to Gross State Product.

Tasmania showed great resilience over the course of the global pandemic. Even with international borders shut during most of 2020 and all of 2021, Tasmania showed record domestic visitor numbers in parts of 2021 that has set the state up for a successful recovery post pandemic. Domestic visitor numbers are expected to rise given Tasmania is a highly desirable visitor location amongst Australians. Prior to Covid-19, Tasmania was experiencing strong growth from international markets, particularly from China, United States of America, Hong Kong, United Kingdom and New Zealand. Total International visitor numbers reached 282 900 in 2019. However, despite international visitation growing, Tasmania continues to hold strong brand equity among Australians, ensuring a stable and ongoing demand within the domestic market making Tasmania an ideal location to invest regardless of external, international factors given 80 per cent of visitors are from mainland Australia.

For further information go to:

• Tourism Investment - Tourism Australia
• Discover Tasmania
• Tourism Tasmania
• Tourism Industry Council Tasmania
• Tasmania Visitor Economy Strategy