Our tourism is great but it can be even better

Tasmania is currently at an incredibly important crossroad.

Over the next few years, a number of long discussed projects and investments will begin to land. The two new Spirit of Tasmania vessels will start operating, expanding access and capacity to our island. More than 500 national and international travel buyers will descend on Tasmania later this year for the ATEC Meeting Place, putting the spotlight firmly on our State. Meanwhile, MONA continues work on a major expansion that will rejuvenate its role as a magnet for visitors and locals.

Of course, there’s the Macquarie Point Stadium, and the potential for new business events infrastructure in Launceston which will be the catalyst for new accommodation developments at both ends of the State.

I don’t remember when there has ever been so many different investments and opportunities all happening at the same time that will deliver massive boosts to infrastructure, access, attractions and attention for Tasmania. Combined, there’s the potential to transformation Tasmania’s regions as well as our major population centres and grow our reputation as a confident, future-focused State.

Our visitor economy is right at the centre of everything that is about to happen.

It’s important to remember that the visitor economy is not just about holidays. It has the potential to positively impact communities, entire regions and the complete spectrum of Tasmanian businesses. As an industry, we are committed to ensuring we deliver value for Tasmania, and that growth is managed in a way that protects what makes this place special.

It’s also important to remember that the visitor economy is one of the few industries that brings new money into Tasmania. For every dollar spent by a visitor, an additional 83 cents flows through the broader economy, supporting local suppliers, trades, producers and service businesses. That’s money going back into our economy and back to the Government so we can reinvest in essential services like health, education and housing.

Visitor demand also gives businesses the confidence to invest and expand, which in turn supports jobs. Today, around one in six Tasmanian jobs are directly or indirectly supported by tourism. On the East Coast, that figure rises to one in two.

Tourism also underwrites access. Airlines increase the number of flights to and from Tasmania because the demand is there to support it. When visitors travel to Tasmania, we all benefit from greater choice, more competition and more affordable airfares.

Importantly, the 2030 Visitor Economy Strategy sets a clear direction for how this growth should occur. It is not about chasing volume at any cost. It is about attracting the right visitors, at the right times, to the right places, and ensuring the benefits are shared across the state.

That means stronger regional visitation, smoothing out seasonal peaks and troughs, and supporting year-round employment. It means investing in experiences and infrastructure that align with Tasmania’s brand and values. And it means ensuring our parks, protected areas and cultural sites are properly resourced so they can be enjoyed by everyone as well as being protected for future generations.

Yet while Tasmania rightly celebrates what it has to offer, the rest of Australia has taken notice and is moving quickly.

Queensland is investing heavily ahead of the Brisbane Olympic Games, positioning itself as the nation’s events capital and pouring around a billion dollars into tourism and experience development, particularly in regional areas. South Australia is leveraging its stadium and major events to drive visitation and build new markets. Mountain biking trails and infrastructure is now being rolled out across the country following the success of Derby.

Tasmania still has all the ingredients to lead in our own way. We are seeing investment in world class golf, wine, agritourism and food tourism and in experiences that cannot be found anywhere else in the world. New infrastructure is emerging across the State that will benefit generations to come, from major events and sports infrastructure through to new transport options that will benefit everyone. These investments are not just about visitors. They improve local communities, strengthen regional economies and build pride in place.

But we can’t be complacent.

We need to be strategic and make sure that we bring the entire community with us. We should be leading the nation in workforce development and innovation by making Tasmania the best place to start and grow a tourism business. That means reducing red tape, improving planning and ensuring the government supports business and industry in a responsive and coordinated way.

Our success to date is in no small part due to the fact that we’ve very efficiently and effectively marketed ourselves to the rest of the country and the rest of the world. We don’t spend much on marketing compared to other states, but what we do spend is well targeted and generates a massive return on investment.

It’s not just the Government marketing our state. Industry is doing a lot of the heavy lifting too, but neither industry nor the government can do it alone. We need to work together.

My hope for the year ahead is that political leaders continue to back in one of Tasmania’s biggest competitive strengths and lay the foundation not just for the next budget, but for the next decade.

Tasmania’s future can be built on a strong, sustainable visitor economy. It is already delivering jobs, regional resilience and revenue that supports essential services. But we need everyone pulling in the same direction, guided by a shared strategy and a long-term vision.

Amy Hills - CEO, Tourism Industry Council Tasmania