Tourism Tasmania

What Tourism Tasmania does

Tourism Tasmania is the Tasmanian Government's statutory tourism marketing authority, headquartered at Level 3, 15 Murray Street, Hobart (ABN 58 800 480 938). Its functional mandate is to lead tourism strategy, generate demand for Tasmania as a travel destination, and provide data, insights, and industry development support to the state's visitor economy. The organisation serves Tasmanian tourism operators, travel trade professionals, and media, with end consumers reached indirectly through demand-generation campaigns and the consumer-facing Discover Tasmania brand. It does not sell products commercially; resources, platforms and tools are provided free of charge to operators.

The organisation operates a multi-platform digital ecosystem anchored by the corporate website (tourismtasmania.com.au), the Discover Tasmania consumer website, the Discover Tasmania mobile app (launched April 2023, iOS and Android, supporting itinerary building and offline access), the Visual Library (a digital asset management platform serving media and industry), and the Tassie Trade portal for travel trade professionals. It distributes operator information via the Australian Tourism Data Warehouse (ATDW), which feeds hundreds of Australian sites including australia.com and the Discover Tasmania app. Underlying integration points include Google Analytics, Google Business Profile, ReviewPro, and OTA platforms (Rezdy, FareHarbor, Viator, GetYourGuide, Booking.com).

Revenue derives from Tasmanian Government appropriations rather than commercial sales. Go-to-market is hybrid: event-driven mass marketing through brand campaigns ('Tasmania: Come Down For Air', 'Off Season'), community-led coordination with four Regional Tourism Organisations (East Coast Tourism Tasmania, Visit Northern Tasmania, West by North West, Destination Southern Tasmania), and channel-partner distribution including a strategic MoU with Trip.com Group covering Chinese Mainland, Hong Kong, Southeast Asia and Australia (June 2026). Persona-based segmentation targets Positive Impact Travellers, Conscious Adventurers and Discoverers, representing 60% of the premium travel market. Key documented outcomes for the YE December 2025 include AUD $3.710 billion in visitor expenditure (+8.7% YoY), 1.386 million visitors (+5.8%), and 13.04 million nights (+3.9%), with tourism supporting 1 in 6 Tasmanian jobs.

Name

Tourism Tasmania

Legal name

Tourism Tasmania

Website

https://tourismtasmania.com.au

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Tourism Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYTHAAAGAD

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers)

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/National Parks & Protected Area Visitor Services (Concessions, Guided Access)

SECONDARYTHAAANAI

Community-Based & Indigenous Tourism Enablement (Local Ownership, Benefit-Sharing)

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Sustainable Tourism Solutions (Eco-friendly Accommodations, Carbon Offset Programs)

SECONDARYTHAAANAH

Biodiversity & Habitat Conservation Services (Restoration, Wildlife-Safe Operations)

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Sustainable Tourism Solutions (Eco-friendly Accommodations, Carbon Offset Programs)

SECONDARYTHAAAEAH

Community-Based & Indigenous-Led Ecotourism

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Ecotourism Operators & Nature-Based Tours

Keywords

• Destination marketing services
• Government tourism agency
• Visitor economy strategy
• Tourism industry development
• Travel trade programs

Headquarters

HQ city

Hobart

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Government Funding: Tourism Tasmania is a Tasmanian Government agency responsible for tourism marketing. Funded through government appropriations, not commercial revenue generation.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Tourism Tasmania is the Tasmanian Government statutory authority that markets Tasmania as a travel destination and supports the state's visitor economy. It delivers destination marketing through brand campaigns, digital content, and trade engagement; provides tourism operators with industry resources, training, research insights, and digital distribution via the ATDW platform; and operates the Discover Tasmania consumer mobile app for visitor trip planning. Funding comes from Tasmanian Government appropriations, and most resources, platforms, and tools are provided free of charge to tourism operators and consumers.

Product overview

Tourism Tasmania operates as the Tasmanian Government's tourism marketing agency, functioning as a platform-plus-services model. The core product ecosystem includes the Tourism Tasmania Corporate Website as the primary hub for industry resources, the Discover Tasmania Mobile App (launched April 2023) for visitor experience enhancement, and the Visual Library for media/industry imagery. Supporting products include Tassie Trade portal for travel trade professionals, the Tassie Specialist Program for agent certification, and ATDW profile services for operator distribution. Brand campaigns 'Tasmania: Come Down For Air' and 'Off Season' drive demand generation. The 2030 Visitor Economy Strategy provides strategic framework, while Visitor Research and Insights delivers data intelligence. Monthly Operator Showcases facilitate operator engagement, and the Trip.com Partnership Program extends international market reach.

Differentiator

Problem solved

Functional benefit

Brands

• Discover Tasmania: Consumer-facing website and mobile app for holiday planning and trip advice
• Tassie Trade
• Tasmania: Come Down For Air
• Off Season

Products and services

• Discover Tasmania Mobile App Mobile application (iOS and Android) that enhances the on-ground experience of visitors in Tasmania by recommending nearby activities, events, accommodation and dining. Users can build itineraries and receive real-time location-based recommendations, with offline functionality. Free to download and use.
• Visual Library Digital asset management system providing an extensive collection of professional images and videos featuring Tasmania's landscapes, tourism products and experiences. Available free of charge to media and the tourism industry for the promotion of Tasmania. Requires registration and approval, with themed collections covering mountain biking, nature and wildlife, outdoor adventure, wellness, food and drink, heritage and culture, and regional content.
• Tassie Trade Travel Trade Portal Online portal for travel trade professionals providing product information, itineraries, training programs, and access to the Tassie Specialist Program. Enables travel agents, wholesalers, and inbound tour operators to access Tasmania-focused content to help sell Tasmania as a destination.
• Tassie Specialist Program Training and certification program for travel agents and operators to become specialists in selling Tasmania. Operates in conjunction with Tourism Australia's broader Aussie Specialist Program, with regular email updates to trade partners. Delivered through the Tassie Trade portal.
• Australian Tourism Data Warehouse (ATDW) Profiles Free digital tourism profiles distributed across hundreds of Australian websites including australia.com and Discover Tasmania. Required for visibility in the Discover Tasmania app and integrates with Google Business Profile. Tourism Tasmania assists operators to set up and maintain ATDW listings as part of its industry development services.
• Visitor Research and Insights Comprehensive research program providing visitor data, market insights and traveller trend reports for the Tasmanian visitor economy. Includes the Tasmanian Visitor Survey, visitor tracking, brand tracking, campaign evaluation, market segmentation and bespoke research studies. Made available to tourism operators, industry stakeholders and government to inform strategic decision-making.

Quantifiable outcome

• 89% of visitors say they want to revisit Tasmania
• +5 more outcomes

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Trip.com GroupcoreGTM or Marketing Partner · 2 June 2026Strategic one-year MoU signed at Envision Conference in Shanghai to accelerate growth of Tasmanian tourism in global markets. The partnership enhances visibility of Tasmanian travel products on Trip.com's platform, provides specialised training for Trip.com staff, and launches targeted marketing campaigns across Chinese Mainland, Hong Kong, Southeast Asia, and Australia. Builds on previous recovery initiatives launched in the Chinese market in 2022 and subsequent expansions into Hong Kong and Singapore.
• East Coast Tourism Tasmania (ECTT)coreStrategic or Co-development PartnerRegional Tourism Organisation providing regional visitor economy leadership in partnership with local councils. Supports industry development, assists destination marketing efforts, and serves as referral point for product development assistance. Contact: Grace Keath, CEO, Phone: 0467 818 438.
• Visit Northern Tasmania (VNT)coreStrategic or Co-development PartnerRegional Tourism Organisation providing regional visitor economy leadership in partnership with local councils. Supports industry development, assists destination marketing efforts, and serves as referral point for product development assistance. Contact: Tracey Mallett, CEO, Phone: 0419 133 755.
• West by North West (WxNW)coreStrategic or Co-development PartnerRegional Tourism Organisation providing regional visitor economy leadership in partnership with local councils. Supports industry development, assists destination marketing efforts, and serves as referral point for product development assistance. Contact: Gabriella Conti, CEO, Phone: 0499 020 466.
• Destination Southern Tasmania (DST)coreStrategic or Co-development PartnerRegional Tourism Organisation providing regional visitor economy leadership in partnership with local councils. Supports industry development, assists destination marketing efforts, and serves as referral point for product development assistance. Contact: Alex Heroys, CEO, Phone: 03 6223 5650.
• Department of State GrowthcoreStrategic or Co-development PartnerTasmanian Government department overseeing infrastructure and investment, skills and workforce development, and business enterprise development for the visitor economy.
• Tourism AustraliacoreGTM or Marketing PartnerNational tourism marketing organisation that Tourism Tasmania works with to ensure Tasmania is well represented in international marketing efforts and coordinated campaign activities.
• Mumbrella Travel Marketing SummitminorGTM or Marketing PartnerAnnual industry event themed 'Connection is the Destination' bringing together marketers, agencies, and tourism leaders. Tourism Tasmania represented on advisory board alongside Journey Beyond, Flight Centre, and Strativate Marketing. Summit examines role of creators, communities, AI evolution, and emerging content ecosystems.
• Tourism Industry Council Tasmania (TICT)coreStrategic or Co-development PartnerPeak body for Tasmania's tourism industry, a not-for-profit member-based organisation. Delivers industry programs and events to support business development and facilitate sustainable growth. Administers Quality Tourism Accreditation program.
• ATEC (Australian Tourism Export Council)coreStrategic or Co-development PartnerAustralia's peak industry body for inbound tourism, connecting tourism operators with international distribution networks. Tourism Tasmania works with ATEC to deliver trade development programs and connect Tasmanian operators with export tourism opportunities.
• Business TasmaniacoreStrategic or Co-development PartnerGovernment business support organisation providing resources for business planning, digital strategy, marketing and advertising guidance. Tourism Tasmania curates tools and resources from Business Tasmania for tourism operators.

Scale indicators7 records

Recent moves2 records

Expansion highlights6 records

Broad incumbents

• Visit California: Non-profit state DMO with strong content/marketing-led brand building approach. Comparable in operating model (industry-funded via assessment) and in using premium brand storytelling and content libraries similar to Tourism Tasmania's Visual Library.
• Tourism Australia: National statutory authority for Australia's international tourism marketing. Directly comparable as a government-funded DMO running integrated brand campaigns, trade events, and distribution partnerships; Tourism Tasmania is a state-level counterpart that partners with Tourism Australia on international campaigns.
• Visit Singapore: National tourism board with sophisticated digital platform, mobile app, and AI-driven personalization. Useful comparator for Tourism Tasmania's longer-term digital roadmap and partnership-driven international distribution.
• VisitBritain: UK national tourism agency, comparable as a government-funded DMO running integrated international campaigns, trade training programs, and content platforms. Larger scale but functionally analogous in remit and partnership-driven distribution model.
• Destination Canada: Canadian national DMO comparable in government mandate, international trade focus, and research-driven approach to market segmentation and visitor economy strategy. Similar tier-one destination brand positioning.
• Tourism New Zealand: National DMO for New Zealand with a globally recognized '100% Pure' brand platform. Comparable as a country-level DMO leveraging nature and sustainability positioning with strong international campaign execution and trade partnerships.

Direct peers

• Destination NSW: New South Wales state DMO responsible for promoting Sydney and regional NSW. Closest functional peer—same government statutory authority model, same destination marketing remit, similar product mix of nature, culture, and food/drink, and overlapping international target markets.
• Visit Victoria: Victorian state DMO, also a statutory authority marketing Melbourne and regional Victoria. Comparable scale and structure with overlapping Australian domestic and international trade programs, sharing Tourism Australia's international platform.
• Tourism and Events Queensland: Queensland's state-level tourism marketing body, another statutory authority peer with similar destination marketing campaigns, event leverage, and Asian market focus. Operates at a larger budget scale given Queensland's size.
• South Australian Tourism Commission: State-level DMO comparable in size and remit to Tourism Tasmania, marketing South Australia with a similar mix of food/wine, nature, and events. Closest peer in terms of state population, visitor numbers, and budget scale within Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tourism-tasmania
• Xx.com/tourismtasmania

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Tasmania