EDITORIAL
Premier and Minister for Tourism and Hospitality Jeremy Rockliff
Tasmania full of Tourism and Hospitality Winter Experiences in 2024 I know that some tourism and hospitality businesses value and appreciate support during the traditionally quieter winter months. That is why we are taking action right now with Tasmania’s largest investment in a winter marketing initiative. The Off Season campaign includes more than 500 offers available to encourage visitation to Tasmania this winter. This year’s campaign invites Australians to become “a winter person” and immerse themselves in a truly unique Tasmanian Off Season holiday. The Off Season campaign positions Tasmania as a unique and ‘must-do’ winter experience, highlighting the positive differences of a Tasmanian winter holiday compared to other destinations. The sees advertisements currently in market in NSW, ACT, VIC, QLD, SA, WA, and in Tasmania, across a wide range of platforms. The campaign also includes investment in airline partnerships to boost capacity, drive demand and encourage bookings to Tasmania during the winter and shoulder seasons. increased marketing investment The Off Season campaign launched on April 8, with the official Off Season period for exclusive winter offers running from 1 May – 31 August 2024. This is an opportunity to create a change in the way the rest of Australia sees winter - to see it as a season worth embracing not escaping.
and stimulating ways to experience the Off Season in Tasmania.
Tourism Tasmania’s winter campaign showcases real Off Season products and experiences that visitors and locals can do throughout the cooler months, with some of the adverts featuring the operators themselves. From cold water swimming, mushroom picking in abandoned railway tunnels, floating on iconic lakes in century-old timber kayaks, to live music in underground caves – the Off Season shows how Tasmania does winter like nowhere else. Meanwhile, Tasmania’s tourism and hospitality sector continues to prove to be a jobs powerhouse, with new data revealing one in eight Tasmanians are employed in the industry. There were an incredible 42,900 tourism- related jobs in Tasmania in the 2022-23 financial year, which is an increase of 21 per cent from the previous year, according to recently released data from Tourism Research Australia. These jobs are in businesses such as accommodation providers and tours, but also in hospitality venues, food and beverage producers, arts and culture, petrol and transport services, and other ancillary services. The proportion of Tasmanians employed in tourism is more than any other state or territory, reinforcing the sector’s importance as an economic driver. Our Government will continue to invest in the tourism and hospitality sector through our 2030 Strong Plan for Tasmania’s Future.
This includes additional investment of $12 million in the 2030 Visitor Economy Strategy.
The goal is to inspire visitors to wake up this winter and feel more alive as we build awareness of the unique
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