Tourism Tasmania 2023-24 Annual Report 

Tourism Tasmania’s 2023-24 Annual Report outlines how the agency drove visitor demand through marketing activities and engagement with industry and air and sea access stakeholders.  

Key achievements for the year included the delivery of the Come Down For Air campaign across key interstate markets and in New Zealand to drive awareness and consideration of Tasmania as a holiday destination.  

The Off Season campaign saw Tourism Tasmania’s biggest ever investment in a winter campaign, driving interstate and local visitation during Tasmania’s quieter travel period. 

The Off Season also included the Odd Jobs brand act, which generated 1,200 pieces of coverage and had an audience reach of almost 1.3 billion across 21 countries to 30 June 2024. 

Other achievements highlighted in the report included: 

• A Discover Tasmania app summer campaign from December 2023 to April 2024, with the app downloaded more than 63,000 times in 2023-24. Total lifetime downloads from April 2023 to June 2024 were 76,700. 
• The Discover Tasmania website and app generating 410,500 leads to operators during 2023-24. 
• Working with airlines to build frequency and capacity on core domestic routes, with 2023-24 capacity reaching more than 110 per cent capacity of the previous year by June 2024, and 105 per cent of 2019 capacity.  
• Statewide industry briefings and events attended by more than 500 tourism industry operators and stakeholders.  
• Working with T21 government partners to support key directions in the 2030 Visitor Economy Strategy to deliver sustainable, positive impact tourism to the state. 

Read more in the Tourism Tasmania 2023-24 Annual Report.