We are increasing our cooperative marketing with Jetstar to take advantage of this great opportunity and our latest marketing campaign has been extended to include the Adelaide market. One of our goals in the Corporate Plan is to increase the international market’s share of our total visitor numbers to 20 per cent and reduce our reliance on the interstate market. I am pleased to announce that we are tracking towards this goal with the latest figures showing that our share of international visitor numbers has increased to 17 per cent. This is a great result and I encourage the hospitality industry to remain agile and capitalise on the opportunities that arise from the increase in international visitors. Undoubtedly, they will be an important focus for Tourism Tasmania’s marketing and a future growth opportunity for Tasmania’s visitor economy. In the last edition I spoke about our new approach to international marketing. Included in this new approach is an innovative partnership we have initiated with Tourism Australia to employ Tasmanian Marketing Managers in the key western markets of Europe and North America. This partnership will allow us to benefit from the significant Tourism Australia networks in their respective markets and respond effectively to new PR and media opportunities. Our focus on Asia will also continue, and at the time of writing, we are finalising the recruitment process for in-market representatives in our key eastern markets of China, Hong Kong and Singapore. On the domestic front, our Go Behind the Scenery X marketing campaign is currently in market and runs through to 27 October 2017. This campaign focusses on Tasmania’s unique paddock to plate food and beverage offerings with the aim of generating holiday travel bookings for the spring period. Tasmanian locals share their stories in short videos and provide a ‘sneak preview’ of what Tasmania has
to offer. Some of these videos were filmed in spectacular food-lover destinations. We have had excellent engagement to date and I encourage you to check them out at gobehindthescenery.com.au. At the time of writing this article, we are also working towards a realignment of our teams to better support our new global marketing approach and help us deliver our Corporate Plan. The new look Tourism Tasmania aims to deliver a more integrated, collaborative and strategic approach to the marketing of Tasmania, generating more demand for travel and attracting more visitors. The team is excited about our new organisational realignment, which will be happening in October. However we expect there may still be a bit more work to do after the transition to finalise some team functions, work plans and programs. Keep your eyes open for more details on our new teams. So as you can see, there has been a lot going on at Tourism Tasmania recently, and there’s a whole lot more yet to happen in the coming months as we implement our plans to generate more demand and attract more visitors to Tassie. I hope the coming season is a busy and successful one for you.
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October 2017 www.australianhotels.asn.au
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