Tourism Tasmania
Sarah Kingston Clark
While we are well and truly into 2026, I wanted to highlight that 2025 was a record-breaking year for tourism in Tasmania, with early data showing that our state has recorded the highest visitation and nights over a 12 month period, with visitors spending over $3.7billion. The momentum has continued into 2026, with a series of events putting our island firmly on the map nationally and internationally. January alone delivered world-class tennis at the Hobart International, the highly anticipated arrival of the Sydney to Hobart Yacht Race, and the hugely popular Taste of Summer, which drew over 98,000 attendees. The Taste of Summer festival showcased more than 80 stallholders, over 25 percent from regional Tasmania, celebrating our incredible local produce, diverse culinary experiences, and the talent that continues to make us a food destination of choice for visitors from across Australia and beyond. Then came Tasmania’s biggest concert ever; the Foo Fighters performing in Launceston. Launceston Airport welcomed more than 25,000 travellers that weekend, with the City of Launceston and our hospitality venues doing a wonderful job preparing for the influx of visitors. The start of the year also brought another premier summer event with Festivale, which sold out completely and attracted more than 28,000 people over three days. It was also fantastic to see Tasmania make another coveted global travel list earlier this month, being listed in Forbes magazine’s ‘26 Best Places to Travel in 2026’.
Tasmania was the only Australian destination to feature, and one of just two from Oceania. With the US being a key priority market for Tasmania’s international tourism growth, it’s especially pleasing to feature on a list that resonates so strongly with American travellers. While the Come Down For Air continues to promote Tasmania across Australia, Tourism Tasmania has also been hard at work on our latest Off Season campaign, which is now live on www. discovertasmania.com.au/off-season . It might seem early to think about winter, but this forward planning is essential to position Tasmania as a year-round destination while people are busy planning (and thinking about) their next holiday. Making winter offers available early helps us to capture interest and secure early books ahead of the cooler months. Awareness of Tasmania as a winter holiday destination is at record levels following our highest-ever May–August visitation last year, and it’s important we keep this momentum going to achieve our goal of 68 percent visitation outside peak summer months. A large-scale Off Season advertising campaign will soon launch in key domestic markets, including Tasmania, highlighting the offers and events available during our cooler months. Tourism operators can still submit winter-themed offers until 6 March at www.discovertasmania.com.au/ off-season . We look forward to continuing to work with Hospitality Tasmania and our tourism and hospitality businesses in 2026.
49 Tasmanian Hospitality Review February/March Edition
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