Tasmania's Story of Tourism
Tourism is one of Tasmania’s oldest and most important industries.
It has empowered Tasmanian communities statewide, creating jobs, strengthening our economy, supporting infrastructure development and enhancing local services, recreational activities and our quality of life.
Investing in creative, different and memorable brand and marketing activities not only converts current demand, but importantly creates future demand for Tasmania and for our tourism industry operators.
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Ensuring travellers choose Tasmania
Tourism is the backbone of our brand, unlocking trade, innovation, and providing opportunities for business and entrepreneurship, with visitors spending more than $3.6 billion annually in Tasmania.
1,257,800 total visitors to Tasmania in 2023
55% of visitors to Tasmania are on holiday, delivering 72% of total expenditure
6,649 or 15% of Tasmanian businesses rely on tourism
42,900 or 13% of Tasmanian jobs rely on tourism
+83 cents additional benefit generated for every tourism dollar spent
7.12 million air seats in 2023 supported by tourism
$2.8 billion worth of tourism infrastructure projects creating jobs and building confidence
Archive tourism campaigns
Watch some of our favourite campaigns from years past, to see how things have changed... and how they haven't.
