Regional Tourism Initiative

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Background

In early 2010, Tourism Tasmania and the Regional Tourism Associations initiated a review of Tasmania's regional tourism sector.

The review aimed to identify how the state’s regional tourism industry could work together to create effective partnerships, shared goals and make the best use of available resources.

Since the commencement of the Regional Tourism Review, two related but independent projects also commenced.

In late 2010, a Zone Marketing Evaluation project was underway to examine the operation of the program and provide recommendations for future improvement.

The second process, the Sustainable Local Tourism Associations project, was initiated by the state’s southern councils through the Southern Tasmanian Councils Authority. This project aims to develop a three-year action plan to create a stronger network of local tourism associations in the south with the support of local councils.

These projects along with further industry input have informed a new approach to regional tourism in Tasmania.

A new approach to regional tourism

The focus for regional tourism in the coming years will be based on four regional tourism organisations to cover the North West and West Coast region, the Southern region, the Northern region and a separate East Coast regional tourism organisation.

These organisations will set the strategic direction for tourism in their region, identify annual priorities and deliver programs that engage and attract the participation of their industry and stakeholders.

They will have the autonomy to plan and deliver programs that effectively develop and market the region and will be accountable to the industry and key stakeholders.

Each region is currently at a different stage in its development and with different governance structures and resources. As a result, no single structure will meet the needs of every region and its circumstances, so a flexible approach will apply to the future arrangements.

Responsibility for regional marketing

As part of the new approach, the responsibility for regional marketing will, over time, transition from the Zone Marketing Groups to marketing teams working with the regional tourism organisations.

The Zone Marketing Groups will work collaboratively with their regional body to achieve an efficient transition while maintaining the marketing efforts for the region.

In the meantime, the promotion of regional Tasmania will continue, so during the transition period there will be no interruption to each zone’s marketing plan or funding from Tourism Tasmania.

The industry’s investment in the current plan will be secure in the new structure.

What’s different?

These arrangements signify a new tourism industry led approach that will result in greater regional autonomy and accountability. 

It will empower Tasmania's tourism industry to take more control of tourism in their region and Tourism Tasmania’s future funding will support the regional priorities identified and agreed to by regional stakeholders through their planning processes.

This new approach aims to improve the coordination of resources across councils, the tourism industry and Tourism Tasmania that are directed towards agreed regional tourism priorities, and it will also clarify the role of local tourism associations and their contribution to the development of regional priorities.

Transition phase

Tourism Tasmania has an important role to play in the transition towards four new regional tourism organisations, however changing how the industry works together will require a shared commitment.

Ongoing consultation and agreement with all stakeholders will be essential, along with a willingness to work together through the period of transition and beyond.

As there are considerable differences in the current tourism structures between the four identified regions it is likely that the transition phase will vary between regions and take anywhere between 6 to 12 months to complete.

Tourism Tasmania is working closely with councils, the Tasmanian Visitor Information Network, Zone Marketing Groups, regional and local tourism organisations, regional tourism operators and other stakeholder groups on this transition to a new arrangement.

Related information

Contacts

Contacts for each region can be found on the individual region pages.

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