Tourism Industry Encouraged to Build on Tasmania's Success

12 August 2009

Consumer expectations and sustainability are the focus of the 2009 Cradle Coast Authority’s Regional Tourism Forum in Strahan today.

Officially launching the forum, Minister for Tourism and the Arts, Michelle O’Byrne MP, highlighted the influence of consumer expectations on the future sustainability of the tourism industry.

“Tasmania recently celebrated a significant milestone with one million visitors to our State in a single year and we are working hard to keep the momentum going,” Ms O’Byrne said.

“It is important for all of us to continually reflect on what we do and how we do it, and build on our success by continuing to meet and satisfy the needs of our visitors.”

Almost 100 tourism operators and managers from the State’s Western Wilderness region and the North West Coast attended the forum featuring a diverse range of speakers in the areas of sustainability and online marketing.

Ms O’Byrne encouraged delegates to think broadly about the sustainability of their businesses and the future expectations of visitors.

“As international competition for consumer attention grows, so do their expectations. In order to maintain the outstanding growth that has been achieved by our State’s tourism industry in a rapidly changing global environment, we need to remain ahead of the pack in matching and exceeding these expectations.”

 “The theme of this forum – Matching Consumer Expectations – recognises today’s discerning consumers have expectations that extend beyond travel experiences alone.”

“They want to be reassured they are enjoying the best of their destination and that the very experiences they are enjoying today are sustainable – allowing future generations of travellers to share in Tasmania’s natural wonders.

Ms O’Byrne acknowledged the work of the Strahan Sustainable Committee in encouraging local tourism businesses to adopt new practices to enhance the environmental credentials of the area.

She also acknowledged Driftwood Strahan Villa’s commitment to a sustainable future by winning the Small Business Sustainability Award at the 2009 Awards for Environmental Excellence.

“This Award recognises Driftwood’s leadership across all Tasmanian industry sectors, not just tourism.”

Ms O’Byrne highlighted Tourism Tasmania’s Tas e-Connect online distribution initiative and it Digital Marketing Strategy as just two examples of new activities that have been developed to meet changing consumer expectations and sustain Tasmania’s market-leading position.

 “Our customers want to be able to access and book their Tasmanian experiences online, at a time and location that best suits them so we know initiatives like these are good for the future prosperity of our tourism sector.”

“Initiatives like these will help put us in the best possible position to continue Tasmania’s strong tourism growth,” Ms O’Byrne said.

Further information: Matthew Sullivan 0407 816 462