Tourism Tasmania
John Fitzgerald
The 2021-22 financial year has been one of the most successful on record for Tasmania’s visitor economy with the Tasmanian Visitor Survey data showing significant increases in visitor spend despite border restrictions in some markets and reduced visitor numbers. Domestic visitor spend in Tasmania was $2.312 billion, the highest annual domestic spend on record, and up 60 per cent from the $1.441 billion in the year to June 2021. To continue to encourage visitation over the cooler months and shoulder season, Tourism Tasmania delivered the Off Season program from April to July, and at the end of August we activated a campaign to inspire holiday makers to book a road trip in Tasmania this spring. The campaign targeted audiences in QLD, NSW and Victoria, and was delivered through a range of paid digital media channels and partnerships with publishers including Concrete Playground, Gourmet Traveller and Country Style magazines. The campaign also showcased Tasmania’s agritourism offerings and directed holiday makers to the new Discover Tasmania website to get further travel inspiration and plan and book their Tassie road trip. The new website has been refreshed with compelling and immersive content to inspire prospective travellers, and showcase Tasmania as a destination. It also assists visitors in planning a holiday to Tasmania with a personalisation function that matches consumers’ interests with experiences, and a new trip planning tool which can be used to build, save and share bespoke travel itineraries. The new Discover Tasmania website also provides greater visibility of tourism and hospitality offerings via Australian Tourism Data Warehouse (ATDW) listings. The ATDW is Australia’s largest tourism online database allowing businesses to be promoted on numerous digital platforms that connect direct to consumers. I encourage you to set up an ATDW listing for your business to take advantage of this free marketing opportunity and gain exposure on the Discover Tasmania website (which receives over 2 million visits a year). You can set up an ATDW listing by visiting www. atdw-online.com.au
I’d also like to take this opportunity to encourage you to contribute to a shared vision for the future of tourism in Tasmania. The new T21 Tourism Strategy to 2030 is being finalised and will continue the work progressed through the T21 Visitor Economy Action Plan (available at www.T21.net.au). At the heart of this strategy is our commitment to a positive impact agenda, where tourism contributes to delivering a positive impact on the lives of Tasmanians, our visitors, and our environment. Throughout October and November, we are running workshops with tourism operators and industry stakeholders across the state to define what a positive impact agenda means for the industry. If you would like to be involved in this important conversation and contribute your ideas, please visit www.touristasmania.com.au to register your attendance at a workshop in your region.
43 Tasmanian Hospitality Review Oct/Nov Edition
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