TOURISM TASMANIA
John Fitzgerald - CEO
Congratulations to the finalists and winners of the THA 2021 Awards for Excellence and thank you for continuing to provide visitors and Tasmanians alike with high quality experiences. As the hospitality and tourism sector continues to navigate the impacts of COVID-19, it is especially important during these challenging times to keep celebrating achievements such as these. I commend you and your staff on your enduring resilience and efforts to maintain the high level of service and hospitality that Tasmania is known for. While there is continued uncertainty around the prospect of domestic travel for much of our nation, Tourism Tasmania is continuing to stimulate demand with the Off Season campaign. Tourism and hospitality operators around Tasmania are offering unique experiences exclusive to the winter months. There are a total of 304 offers on the Off Season website and since the campaign launched, there have been 335,319 landings on the website and 41,325 visits to operator listings (directed from the website). Anecdotally, many businesses are reporting that their special offers have resulted in increased enquiries and bookings which is fantastic. The Make Yourself at Home campaign is also continuing to encourage locals to get out and support our tourism industry. We’ve partnered with radio hosts Jimmy and Nath to showcase the state via radio, television and social media and we have partnered with radio stations in the northwest, north and northeast for a ‘Roving Winter Roadshow’ to talk to listeners about where to go and what to see and do.
We have also produced a series of themed mini- guides published in the local newspapers (Advocate, Examiner, Mercury), to showcase what people can do and see over the Off Season. Themes include winter events, walks, family fun, wildlife, paddock to plate and cellar doors. To help support the tourism industry in response to ongoing border restrictions as well as to leverage the latest round of the Government’s travel vouchers initiative, we will be airing the Make Yourself at Home television ads until the end of August. This campaign will help boost awareness of the range of amazing holiday options and experiences around Tasmania and encourage Tasmanians to get out and take advantage of what’s on offer.
Remember to keep leveraging the Off Season campaign by encouraging your staff, guests, friends and family to share their experiences of your business in winter using #TassieOffSeason. This will enable your business to be part of the conversation and gain exposure. It will also help build awareness of the Off Season as a brand as we continue to position Tasmania as a must-do winter destination.
THA HOSPITALITY—REVIEW: AUGUST 2021 | 29
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