Tourism Tasmania Marketing Update

In an evolving and increasingly competitive landscape, the fight for the traveller's attention has never been more intense. In this session, Tourism Tasmania’s CMO Lindene Cleary will share Tourism Tasmania’s brand building journey and the latest evidence in marketing effectiveness. Lindene will make the case for consistency and creative courage as the sharpest tools in any destination's arsenal. She'll outline Tourism Tasmania's marketing strategy and key priorities for FY27, including a strengthened focus on international markets, as well as practical takeaways for your business.

About Lindene - Chief Marketing Officer, Tourism Tasmania

Lindene leads all aspects of marketing the Tasmanian tourism brand across Australia and internationally, spanning brand communications, PR, content, digital marketing and partnerships. She stepped into the CMO role in November 2022 after five years as Tourism Tasmania’s Head of Brand Marketing.

Before joining Tourism Tasmania, she built her career with internationally recognised organisations including The Coca-Cola Company and Diageo, and within agencies, across brand, marketing communications and digital. With more than 20 years' experience, Lindene has worked in Sydney, Singapore, London and Seoul. A passionate Tasmanian, she is proud to tell the island state's story to the world. Lindene also sits on the Visit Northern Tasmania and Australian Tourism Data Warehouse boards.