Tourism Tasmania updateNovember 2017

International visitors are a vital and growing market for Tasmania’s

visitor economy.

International visitors from key markets

10 year comparison 12 month comparison

Outlined an updated marketing approach that:

• Confirms key international markets for Tasmania• Enables more targeted, focussed and smarter ways to engage potential visitors• Develops differentiated marketing activities and content in each market• Recruitment of in-market representatives in each market• Establish an innovative new partnership with Tourism Australia in Europe and North America

New international market approach – June 2017

Tourism Tasmania’s international marketing activities include:

• Trade missions• International media hosting program • Europe roadshow • Trade events including:

US marketplace Australian Tourism Exchange Corroboree

• Aussie Specialist training• Tourism Australia’s Youth Program and Signature programs

including fishing, walks, golf, wine etc.• Cooperative marketing campaigns with international

distribution and trade partners• Social media

International marketing activities

Tourism Tasmania organisational realignment

Conversion & Global

OperationsAccessChannelsBrand &

ContentResearch &

Insights

Marketing strategy (including segment and customer journey)

Better Business

Corporate Affairs

T21 / Corporate Plan

‘The right message to the right customer at the right time’

Thank you