New approach to growing international visitor numbers

Sarah Courtney, Parliamentary Secretary to the Premier
Liberal Member for Bass

8 July 2017

The Hodgman Liberal Government is adopting a new tourism marketing approach to sustain the state's nation-leading rate of international visitor growth.

Tasmania has what the world wants with the latest International Visitor Survey results showing that a record 250 300 international visitors came to Tasmania in the year to March 2017, which was 16 per cent more than the same period last year, and the highest rate of international visitor growth in the nation.

The Tasmanian Government aims to keep this going, with a new international marketing approach that identifies new ways to work in international markets to increase Tasmania's profile and generate more travel for the state and more jobs for Tasmanians.

The new approach will use an innovative employment model partnering with Tourism Australia to employ marketing representatives in each region.

Not only will this support the Government and industry's T21 visitor economy goals, it will help to ‘future proof' the Tasmanian tourism industry by reducing the state's reliance on the interstate market and the local economic conditions that influence it.

An overview of the new International Marketing Approach is available at