Tourism Tasmania
Sarah Clark
There’s much to celebrate right now with visitor spend reaching a record $3.476 billion dollars for the year ending December 2022. This is a momentous achievement for the state and for our visitor economy. I would like to thank hospitality businesses for your significant contribution to the tourism sector and for providing exceptional food and beverage experiences right across the state. In my first few months as CEO of Tourism Tasmania we have launched the much-anticipated Discover Tasmania App and Off Season winter marketing campaign. We’ve developed the Discover Tasmania App to help travellers get the most out of their stay by providing all the information needed for exploring Tasmania at their fingertips. Our research shows travellers increasingly expect their holiday to be supported digitally, using technology to personalise their travel experience. The app enables travellers to discover things to do, places to eat and drink, events and services aligned with their geographic location and interests. It offers an interactive map, itinerary planner, offline capability, and can direct users to visitor information centres, car parks, amenities, playgrounds and more. It also provides location-specific notifications prompting visitors with recommendations and general information as they travel around the state. Our aim is to help visitors understand the breadth of tourism and hospitality offerings available by enabling them to discover over 3,500 business, event and service listings that are on the app, and make bookings with businesses direct. The app’s content is powered by the Australian Tourism Data Warehouse (ATDW), a national platform housing tourism and hospitality information, businesses, and services. Hospitality businesses are critical to the visitor experience and we’d love to see your business included on the Discover Tasmania App. You can do this by creating a free ATDW profile at www.atdw- online.com.au. And if you haven’t already, check out the Discover Tasmania App by downloading it on
Google Play or the Apple App Store.
Now in its third year, the Off-Season campaign aims to build excitement and anticipation for the Tasmanian winter, encouraging travellers to visit the state during the traditionally quieter period of May to August. The campaign is being delivered in metropolitan NSW, VIC, QLD, SA, WA and ACT across billboards, streaming services, social media, print and digital media platforms including high-impact locations of Martin Place Station and tram wraps in Sydney’s CBD. Adding to the depth of storytelling, content partnerships with Rolling Stone and Broadsheet publications and a mini podcast series will highlight Tasmania’s wild places, opportunities for festival revelry and the creative spirit of the island during the depths of winter. In addition, partnerships with airlines will further illustrate Tasmania’s winter magic and ensure the state is included on travel itineraries. Key to the Off Season campaign are special offerings from Tasmanian tourism and hospitality businesses. There is still time to leverage the campaign by providing a unique offering that will pique the interest of your patrons during the cooler months. This could be a winter feast under the stars, foraging for local produce, an unusual cooking class or a creative event at your venue. You can create your Off Season offer by uploading it to your profile on www.atdw-online.com.au and your offer will display on the Discover Tasmania website and Discover Tasmania App for the duration of the campaign (1 May – 31 August). For information on how to get involved in this year’s Off Season, download the industry toolkit available at www.tourismtasmania.com.au Thank you for continuing to provide our visitors with outstanding experiences and warm hospitality throughout the cooler months, showing our visitors what makes Tasmania special not just in the summer, but all year-round.
49 Tasmanian Hospitality Review April/May Edition
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