Information on the recovery of Tasmania’s visitor economy for the tourism and hospitality industry

The enduring partnership between industry and government, T21 has been activated to drive the recovery of Tasmania’s tourism and hospitality industry from COVID-19.

T21 has served our visitor economy well over many years and it will guide the industry as it rebuilds to once again be a valuable contributor to Tasmania’s economy, growing jobs for Tasmanians and benefits for regional communities. You can read more about the partnership at and read the T21 Visitor Economy Action Plan 2020-22 and the six month action plan.

The Premier’s Visitor Economy Advisory Committee is meeting regularly, supported by the T21 Steering Committee and a dedicated T21 Recovery Working Group. Updates on the priorities and work of these groups regularly through Tourism Talk.

Taking the first step towards recovery

It’s important that you make yourself aware of the current restrictions in place for Tasmania which can be found here. We all have a responsibility to keep our staff and guests safe in the new COVID-19 environment.

Reopening checklist for operators

  • Read to ensure you are aware of what is and is not permitted and what that means for what you can offer.
  • You must have prepared your business to be COVID Safe and have read the guidelines for the tourism industry and hospitality industry. If you need additional information or support to develop safety plans you should contact Business Tasmania on 1800 440 026.
  • Ensure you communicate with your guests and customers about what you are doing to keep you and them safe. For example, ensuring appropriate social distancing and hygiene measures.
  • Prepare and support your staff with communications and training. Information for the hospitality industry is available here.
  • Have a plan in place for how you will manage staff members who attend work ill and may need to be tested. Information on who should be tested is here.
  • Register your business on the Buy Something Tasmanian website if you’d like to benefit from the new Make Yourself at Home marketing campaign being rolled out by Tourism Tasmania.
  • Stay connected for important updates through Tourism Talk, your Regional Tourism Organisation networking sessions and the TICT’s Talking Tourism podcasts

Not every business will open for guests and patrons or even at all for the intrastate market. This decision rests with each operator.

The Tasmanian Government will continue to remind all Tasmanians that if they are moving around our state they must follow the rules. They should abide by social distancing, practise good hand hygiene and download the COVID-Safe App.

Information to help inform your recovery planning

Official Tasmanian guidance and assistance

Insights and data to aid in business planning

Business support, training and development opportunities

Updates on intrastate marketing campaign and what you can do to get involved

  • An intrastate marketing campaign is underway to encourage Tasmanians to holiday at home safely, and support the local tourism industry. Find out more about the Make Yourself at Home campaign and download the industry toolkit.
  • A hospitality campaign is also underway to encourage Tasmanians to visit their local pub, restaurant, cafés or venue. Find out more about the Welcome Back campaign and download the industry toolkit.
  • ‘Marketing Tasmania to Tasmanians’ podcast with Tourism Tasmania Chief Marketing Officer, Emma Terry.

Our demand generation recovery plan – focus areas

Tourism Tasmania will focus on supporting the rebuild of Tasmania’s visitor economy and ensure demand for travel to the state supports our efforts to restore important air and sea access to Tasmania.
Over the next six months, we will:

  • Encourage Tasmanians to explore our state and support our local tourism and hospitality businesses: Make Yourself at Home is encouraging Tasmanians to travel around their own backyard and explore for day trips, weekends and longer periods. The Welcome Back campaign is also in market to encourage Tasmanians to get out support their local hospitality venues..
  • Increase our presence in the domestic marketplace: The first phase of our interstate marketing program has commenced to continue building interest in our state prior to the borders reopening. Phases two and three will be implemented over the coming months to evolve our brand and content and drive conversion.
  • New Zealand campaign: Tourism Tasmania will be promoting the state in New Zealand from August/September to drive awareness and entice New Zealanders to holiday in Tasmania to experience everything the state has to offer and to build demand for NZ as a potential early international market opportunity when restrictions allow.
  • Tasmania as a world leading road trip destination: Our state is the perfect touring destination and this style of travel will be seen more than ever as a safe travel option. We know these travellers stay longer and spend more in regional communities and our touring strategy will position the state as a premier destination in the mind of these consumers. It will support the state’s five journeys and we will work closely with the TT-Line to encourage more visitors to travel to Tasmania by sea.
  • Unordinary Adventures: Our Unordinary Adventures program will continue to promote the state and target travellers who are passionate about walking, golf, fly fishing and mountain biking to pursue their passion by holidaying in Tasmania.

Information current as at 13:00 on 12 August 2020