Portfolio: Tourism
https://www.tourismtasmania.com.au/
$55M
2025-26 Budget100
Headcount (2024-25)12 tagged
Reform proposals on YourGov that name this department as a delivery partner — drawn from citizen voice, government strategy, research, international examples and gap analysis.
STRATEGY SUMMARY
To connect travellers emotionally and culturally with our island, drive visitation and enhance visitor contribution; and lead a sustainable visitor economy that delivers social, environmental and economic value for all Tasmanians. [AR p.12]
PURPOSE
To connect travellers emotionally and culturally with our island, drive visitation and enhance visitor contribution; and lead a sustainable visitor economy that delivers social, environmental and economic value for all Tasmanians. [AR p.12]
Corporate Plan 2030 · p.12Strategic priorities
· 3
Outcomes
· 3
Positive Brand Impact
Attract holiday visitors is big business and Tasmania must compete in an Australian tourism landscape dominated by larger states with bigger budgets. Our marketing strategy focuses on both creating future demand for visitation and converting current interest into bookings with airlines, travel agents and directly to our industry. [AR p.18]
KEY ACTIVITIES
Marketing our Regions
The Off Season winter campaign was delivered for its fifth year in 2025. The campaign positions Tasmania as a unique and ‘must do’ winter experience, driving visitation over the traditionally quieter travel period between May and August. [AR p.22]
KEY ACTIVITIES
Accessibility and Inclusivity of Tourism
Tourism Tasmania launched a local marketing campaign in November 2024 to encourage Tasmanians to support the local tourism and hospitality industry over the spring and summer months. [AR p.24]
KEY ACTIVITIES
Values
· 3
Authenticity
Sustainability
Collaboration
Performance measures
· 5
| Code | Measure | Target 2025-26 | Latest result | Status |
|---|---|---|---|---|
BRAND | Brand KPI | 10.4 Corporate Plan 2030 · p.18 | 10.5 Annual Report 2024-25 · p.19 | Achieved |
DEMAND | Pricing power score | 1.07 Corporate Plan 2030 · p.18 | 1.06 Annual Report 2024-25 · p.19 | Achieved |
ENGAGEMENT | Total visitor expenditure | >$3.6 billion Corporate Plan 2030 · p.18 | $3.05 billion Annual Report 2024-25 · p.19 | Achieved |
ACCESS | Average spend per visitor | >$2,800 Corporate Plan 2030 · p.18 | 12.79 million Annual Report 2024-25 · p.19 | Achieved |
ACCESS | Total nights | 12.79 million Corporate Plan 2030 · p.18 | 12.79 million Annual Report 2024-25 · p.19 | Achieved |
Source documents
· 10
2024-25
Tourism Tasmania 2024-25 Annual Report
Open
2030
Key Directions for Tasmania’s future visitor economy
Open
2019
Sustainable Cruise Shipping in Tasmania 2019-2022
Open
2030
Download the 2030 Action Plan Progress Report (Jul-Dec 2025) [PDF, 871KB]
Open
2030
Download the 2030 Action Plan Progress Report (Jan-Jun 2025) [PDF, 605KB]
Open
2030
Download the 2030 Action Plan Progress Report (Jul-Dec 2024) [PDF, 915KB]
Open
2030
Download the 2030 Action Plan Progress Report (first year) [PDF, 900KB]
Open
2030
Download the 2030 Visitor Economy Strategy [PDF, 3.82MB]
Open
2030
Download Tasmania's 2030 Visitor Economy Strategy Action Plan [PDF, 230KB]
Open
2030
Download Tasmania's 2030 Visitor Economy Strategy Fact Sheet [PDF, 720KB]
Open
Ideas distilled from this entity's strategy & evidence
· 12
Plain-language service pages and proactive status updates
Rewrite high-volume pages and letters into plain language, add status notifications, and measure contact reduction.
2030-ves-action-plan-update-mar25-v1.pdf)
Single front door for life-event based services
Bundle services around life events so citizens can complete related steps across agencies in one journey.
2030-ves-action-plan-update-mar25-v1.pdf)
Procurement lessons library for repeat purchases
Capture reusable procurement clauses, market lessons, supplier performance notes, and common evaluation criteria.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Portfolio delivery office for major investments
Stand up a portfolio delivery office that tracks benefits, risks, dependencies, procurement, and delivery confidence.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Recommendation tracker for audits, reviews, and inquiries
Publish a single internal tracker for audit/review recommendations, owners, due dates, and implementation evidence.
tourism-tasmania-annual-report-2024-25_final_digital.pdf)
Integrated assurance and lessons-learned system
Create an assurance system that connects audit findings, risk registers, delivery reviews, and investment decisions.
tourism-tasmania-annual-report-2024-25_final_digital.pdf)
Regulatory burden scan for forms, guidance, and reporting
Identify the top 10 highest-friction reporting obligations and simplify guidance, forms, or evidence requirements.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Adaptive regulation program with live feedback loops
Create an adaptive regulation model using sandboxes, industry data, risk scoring, and regular rule updates.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Consultation feedback summaries with response tracking
Summarise consultation submissions by theme and publish what changed in response.
tourism-tasmania-annual-report-2024-25_final_digital.pdf)
Always-on policy participation platform
Create a standing participation platform where citizens and stakeholders can propose, vote, and track ideas.
tourism-tasmania-annual-report-2024-25_final_digital.pdf)
KPI evidence register with named owners
Create a simple register mapping each KPI to source data, owner, frequency, target, and last result.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Outcome dashboard linking budget, delivery, and public impact
Build a public-facing outcome dashboard showing spend, outputs, outcomes, and delivery confidence.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Plain-language service pages and proactive status updates
Rewrite high-volume pages and letters into plain language, add status notifications, and measure contact reduction.
2030-ves-action-plan-update-mar25-v1.pdf)
Single front door for life-event based services
Bundle services around life events so citizens can complete related steps across agencies in one journey.
2030-ves-action-plan-update-mar25-v1.pdf)
Procurement lessons library for repeat purchases
Capture reusable procurement clauses, market lessons, supplier performance notes, and common evaluation criteria.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Portfolio delivery office for major investments
Stand up a portfolio delivery office that tracks benefits, risks, dependencies, procurement, and delivery confidence.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Recommendation tracker for audits, reviews, and inquiries
Publish a single internal tracker for audit/review recommendations, owners, due dates, and implementation evidence.
tourism-tasmania-annual-report-2024-25_final_digital.pdf)
Integrated assurance and lessons-learned system
Create an assurance system that connects audit findings, risk registers, delivery reviews, and investment decisions.
tourism-tasmania-annual-report-2024-25_final_digital.pdf)
Regulatory burden scan for forms, guidance, and reporting
Identify the top 10 highest-friction reporting obligations and simplify guidance, forms, or evidence requirements.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Adaptive regulation program with live feedback loops
Create an adaptive regulation model using sandboxes, industry data, risk scoring, and regular rule updates.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Consultation feedback summaries with response tracking
Summarise consultation submissions by theme and publish what changed in response.
tourism-tasmania-annual-report-2024-25_final_digital.pdf)
Always-on policy participation platform
Create a standing participation platform where citizens and stakeholders can propose, vote, and track ideas.
tourism-tasmania-annual-report-2024-25_final_digital.pdf)
KPI evidence register with named owners
Create a simple register mapping each KPI to source data, owner, frequency, target, and last result.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Outcome dashboard linking budget, delivery, and public impact
Build a public-facing outcome dashboard showing spend, outputs, outcomes, and delivery confidence.
t2030-ves-action-plan-update-jun---dec-2025.pdf)
Source library
· 15
9.1MB
2024-25.pdf
2.0MB
2030.pdf
7.4MB
reimagining-our-regions-far-south_april-2020.pdf
4.7MB
reimagining-our-regions-far-nw_april-2020.pdf
672KB
atdw-faq-2022.pdf
443KB
atdw-operator-listing-guidelines_june-2019.pdf
866KB
accommodation-atdw-user-guide-2022.pdf
967KB
ttas-sustainable-cruising-blueprint-2019.pdf
888KB
t2030-ves-action-plan-update-jun---dec-2025.pdf
611KB
2030-ves-action-plan-update---june-2025.pdf
934KB
2030-ves-action-plan-update-mar25-v1.pdf
943KB
2030-ves-action-plan-progress-report-end-june-2024.pdf