$4 Million Boost to Tourism Budget

The Premier of Tasmania, David Bartlett, has acted to support our State's tourism industry by committing an additional $4 million to Tourism Tasmania in this financial year.

This significant funding boost is recognition of the value of the tourism sector to Tasmania and the challenges we face in fostering a strong and prosperous tourism industry.

Tourism Tasmania will be directing the funds to secure the continued success and future growth of tourism in Tasmania, in this competitive and challenging environment:

• $1 million will be allocated to build on the benefits of event tourism to Tasmania.
• The remaining $3 million will go towards marketing and communications to drive demand and build the capacity of the industry to get its messages - and the Tasmanian brand - out to an ever wider audience.

Building on the Benefits of Event Tourism in the State

The additional support announced today for Events is recognition they are a high yield market for Tasmania and a key driver in visitation to the State. Events allow us to position Tasmania as an attractive destination and enable the distinctiveness of Tasmania's diverse communities to be showcased in a way that is positive for locals and visitors.

The additional funds for Events Tasmania will be used to ensure we not only retain the current range of events on our calendar but build on our winter events to create a 'Winter of Festivals' to drive demand in the shoulder and off-peak periods.

Tourism Tasmania is working closely with Events Tasmania to bring together more than 30 festival partners as well as a range of commercial, accommodation and access partners to build on this concept and create a winter season of festivals that will drive visitation to the State in what has traditionally been our shoulder and off-peak season.

In recognition of the key link that exists between Events and creating a strong destination brand, the Government will also strengthen the future of Events Tasmania by asking the Tourism Tasmania Board to form a Committee to oversee the strategic priorities of Events Tasmania into the future.

The Committee will be chaired by the Chairman of Tourism Tasmania, Mr Bob Annells. The purpose of this Committee will be to provide high level strategic direction around the creation of the event calendar for Tasmania and will provide oversight for the operation of Events Tasmania to ensure their direction is consistent with the existing and future strategic approaches of Tourism Tasmania.

Enhancing our marketing and communications to drive demand and ensure Tasmania is on the shopping list of our consumers

In the three year period 2006-2008, when domestic leisure visitors the Australian destinations fell by three per cent, holiday visitors to Tasmania increased by 14 per cent. In the face of constant challenges at a global level affecting the performance of the tourism sector across the country, Tasmania has consistently out-performed the other States and continues to achieve growth quarter on quarter. 

Tasmania has one of the strongest destination brands in Australia, supported by the effective marketing activities and cooperative partnerships developed by Tourism Tasmania.

Tourism Tasmania has developed a destination brand that is synonymous with iconic natural tourism experiences, culture and heritage, and food and wine tourism. These experiences attract high-yielding tourists who stay longer and spend more than the average visitor.

Tourism Tasmanian has achieved this with research driven communication to our target audiences that we know will deliver the greatest benefit to the tourism industry in Tasmania.

Our strong and consistent communications now need to take the brand position of Tasmania to the next level and present an exciting and compelling proposition to consumers that will motivate them to travel now. Tourism Tasmania launched their new brand communication to ensure Tasmania maintains its strong position as a leading leisure destination.

The $3 million enhancement being provided today by Government will accelerate the implementation of this new positioning and will be used to keep Tasmania front of mind for potential visitors through new and innovative communication channels.

Working with industry to build capacity to make sure we are delivering on our promise.

Part of the resource enhancement will go to support capacity building of our industry, which has an important role to play in maintaining private investor confidence in the tourism industry.

Together with the existing programs being delivered by Tourism Tasmania, including the nation-leading Tas e-Connect initiative, we will look to broaden our learning and development framework to provide small business operators in the Tasmanian tourism industry with the opportunity to increase their online presence through a digital coaching and mentoring program.

We are entering an exciting phase for tourism in this State. While we have achieved a great deal over the past several years, Tourism Tasmania realises there is still much to be done.

There is enormous commitment and enthusiasm across this industry and within Tourism Tasmania to making a difference in tourism in our State. These additional resources announced by the Premier today, illustrate the State Government's recognition of this commitment and forge our partnership with the tourism industry in Tasmania.

Felicia Mariani
Chief Executive
Tourism Tasmnia

See Premier's media release