discovertasmania

What discovertasmania does

Discover Tasmania is Tourism Tasmania's official digital destination-marketing and travel-planning platform. It serves domestic and international leisure visitors, the secondary business and MICE segment, and Tasmanian tourism operators by providing destination guides, accommodation and attraction listings, event information, and booking referrals.

Core products include a responsive website, iOS and Android mobile applications, a Trip Planner, a What's On events calendar, and seasonal Off Season content. The Trip Planner supports custom and shareable itineraries, multiple trips, driving directions, travel times, collaborative planning, and offline access, while the app adds real-time location-based updates, recommendations, and offline capabilities. Platform coverage spans seven geographic regions, more than eight national parks, more than 25 cities and towns, 14 accommodation categories, and more than 50 promoted events.

Tourism Tasmania operates as the official, government-owned tourism body for the Australian state of Tasmania. The platform's disclosed funding model primarily comprises Tasmanian Government tourism investment, supplemented by digital advertising placements, sponsored content integrations, and licensing of tourism content and imagery; it does not sell tourism products directly, and individual operators set their own prices. Distribution occurs through the owned website and app, the Australian Tourism Data Warehouse, social media, newsletters, seasonal campaigns, content partnerships, and visitor information centres.

Name

discovertasmania

Legal name

Tourism Tasmania

Website

https://discovertasmania.com.au

Company type

Private

Operating status

Operating

Short description

Discover Tasmania, operated by Tourism Tasmania, provides an official website, mobile app, and Trip Planner that help domestic and international visitors discover, plan, and book experiences across all seven Tasmanian regions.

Ownership category

akta.pro rank

Product category

Tourism Marketing Services

NAICS

Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

akta.pro secondary industry

Travel, Hospitality & Local Discovery Recommendations (HDAAAGAG)

Keywords

• Destination marketing
• Tourism promotion
• Travel planning tools
• Destination content platform
• Tourism marketing services

Headquarters

HQ city

Hobart

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Tourism Funding: Tourism Tasmania operates as the official tourism marketing body for the state, funded primarily through Tasmanian Government investment to promote Tasmania as a visitor destination. The organisation drives tourism economic growth through marketing activities.
2. Digital Advertising & Content Licensing: The platform generates revenue through digital advertising placements, sponsored content integrations, and licensing of tourism content and imagery to third-party platforms and media partners.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Discover Tasmania, operated by Tourism Tasmania, runs the official state destination marketing website and mobile application, providing curated travel content, regional guides, accommodation listings, event calendars, and an integrated Trip Planner for domestic and international visitors planning trips to Tasmania. The platform operates as a directory and booking referral service alongside an ecosystem of Tasmanian operators, with content distributed through the Australian Tourism Data Warehouse (ATDW) to Google, booking engines, and international tourism portals.

Product overview

Discover Tasmania is the official tourism website operated by Tourism Tasmania, functioning as a comprehensive digital destination marketing platform. The core offering consists of the discovertasmania.com.au website providing detailed travel information about Tasmania's regions, accommodations, attractions, and events. This is complemented by a free Discover Tasmania mobile app available on iOS and Android platforms, which offers personalized travel guidance with location-based features and offline capabilities. Additional product components include the Trip Planner tool for itinerary creation and sharing, the Off Season sub-brand dedicated to winter tourism promotion, and the What's On events calendar. The platform aggregates content from thousands of tourism operators across Tasmania and facilitates visitor engagement through multiple digital touchpoints.

Differentiator

Problem solved

Functional benefit

Products and services

• Discover Tasmania Website Official state destination marketing website for Tasmania providing curated editorial content, regional guides, accommodation listings, event calendars, and a Trip Planner itinerary tool for domestic and international visitors planning trips to Tasmania. Operates as a directory and booking referral service alongside the Tasmanian tourism operator ecosystem.
• Discover Tasmania Mobile App Mobile application for iOS and Android providing travelers with destination content, regional guides, and trip planning functionality with offline accessibility for use in low-connectivity areas of Tasmania.

Quantifiable outcome

• Agfest attracts over 50,000 visitors annually, with over 600 exhibitors, demonstrating the scale of events promoted through the platform.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and major.

• ATDW (Australian Tourism Data Warehouse)coreTechnology or IntegrationDiscover Tasmania integrates with ATDW to syndicate operator listings, events, and accommodation data to partner platforms including Google, booking engines and international tourism portals, extending reach beyond the direct platform.
• Rural Youth TasmaniamajorStrategic or Co-development PartnerRural Youth Tasmania organises Agfest, Tasmania's premier agricultural and rural event attracting 50,000+ visitors annually. Discover Tasmania promotes the event as a major anchor for the events calendar and regional tourism.
• Tourism Tasmania / Tourism Tasmania's Industry PartnerscoreStrategic or Co-development PartnerThe platform supports Tasmania's tourism operator ecosystem by providing marketing, visibility and booking referrals for accommodation providers, tour operators, restaurants, cellar doors, event organisers and attractions across all seven Tasmanian regions.
• iOS App Store / Google PlaycoreTechnology or IntegrationDiscover Tasmania distributes its mobile app through Apple's iOS App Store and Google Play, enabling direct download and installation for travellers planning and visiting Tasmania.

Scale indicators3 records

Recent moves4 records

Expansion highlights6 records

Broad incumbents

• Singapore Tourism Board: Government-backed national tourism authority with consumer-facing digital channels and event-led destination marketing. Comparable structure as a state-funded DMO running campaigns, content and trip-planning resources to drive inbound visitation.
• Tourism New Zealand: National DMO for New Zealand with a flagship consumer website and 100% Pure brand campaigns. Comparable as a destination-marketing platform with regional content, trip planning, and international marketing focus, though it operates at a national rather than state scale.
• Visit California: US state-level DMO operating a consumer destination portal, regional content architecture and major seasonal marketing pushes. Comparable as a publicly-funded state DMO driving inbound leisure tourism through digital channels.
• Tourism Australia: Federal-level Australian destination marketing organisation operating australia.com across all states. Closest structural peer: government-backed DMO with a content-led portal, mobile app and international campaign-driven GTM covering a national scope rather than a single state.
• Destination Canada: Canadian national tourism agency with consumer-facing destination marketing across regions, experiences, and events. Comparable government-backed DMO with international marketing remit and consumer digital portal.

Direct peers

• Visit Western Australia: Western Australian state DMO operating a content-led destination portal covering regions, national parks, events, accommodation and itineraries. Direct state-DMO peer for digital destination marketing and trip planning tools.
• Visit Victoria: Victorian state DMO running visitvictoria.com. Most directly comparable state-level peer, with the same official-DMO positioning, content-led website, events listings, and trip planning tools covering all regions of a single Australian state.
• Destination NSW: New South Wales state tourism body running sydney.com and visitor portals. Comparable state-level DMO model featuring content-led destination marketing, regional guides, event listings and trip planning functionality.
• Tourism and Events Queensland: Queensland state tourism body with a comparable digital destination platform, regional content architecture, event calendar, and seasonal campaigns targeting domestic and international leisure visitors.

Others

• VisitBritain:

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/hashtag/DiscoverTasmania
• Instagraminstagram.com/discovertasmania
• Facebookfacebook.com/discovertasmania
• YouTubeyoutube.com/discovertasmania

Revenue estimate

Valuation estimate

Number of profiles

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 discovertasmania