International tourism overview Tourism Tasmania is evolving its marketing program, while continuing to target visitors who will fall in love with what our state has to offer, invest in our regions, travel further and contribute to the social fabric of our regional communities.
The Tasmanian community is in the midst of a pivotal conversation around how it wishes to see our tourism industry evolve in the future. The decisions we make today, will shape the industry and visitor economy of tomorrow. Tourism Tasmania has a strong and important voice in this conversation. We are the demand generator and tourism brand leader for our state, but also an influential thought leader advocating for the importance of applying a destination management mindset to how we plan for the future of tourism in Tasmania. The Hobart Airport and the State Government are well advanced with negotiations with carriers such as Singapore Airlines and Cathay Pacific once Hobart’s longer runway is commissioned in late 2025. Modelling suggests a $122 million visitor spend lift. The Qantas Hobart-Perth flights launching September 2025 give European travellers a one- step path to the island and coincide with a $200 million terminal expansion. Air New Zealand has revived its Auckland-Hobart non-stop from October to March backed by a fresh brand spend in New Zealand.
The year-round “Come Down for Air” campaign keeps Tasmania front of mind in the NZ, UK and US markets. It pitches the island’s mist, mid-winter festivals and wild landscapes to adventurous travellers, generating $1.3 billion earned-media in impressions across 21 countries last winter. Dark Mofo is back at full scale for 2025, securing multi year state funding; the festival has already lured 300,000 unique visitors since 2013. The Targa Tasmania rally and the new winter culinary festivals are marketed throughout Tourism Australia. The 2030 Visitor Economy Strategy sets a target of 400,000 international visitors and injects another $12 million into overseas marketing and trade training. Prior to the pandemic in 2019 around 300,000 international visitors came to Tasmania. The highly successful cruise ship market and the new Spirit of Tasmania ferries (2027) continue to bring an increasing number of international visitors to Tasmania.
THE TASMANIAN VIEW
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