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Initiatives to Drive Tourism Marketing Investment

Thu 17 May 2012

Scott Bacon

Minister for Tourism

The Minister for Tourism Scott Bacon today announced a number of important initiatives over the coming year to help drive the marketing of Tasmania as a tourist destination.

Mr Bacon said the 2012-13 State Budget would see the amount spent marketing Tasmania go from $10.2 million last financial year to $10.5 million this financial year.

"Despite the need for all Government businesses to find savings, I'm pleased that through our work with the Tourism Tasmania Board, we have again been able to quarantine the marketing budget," he said.

"In the current financial environment, it's important we use the money we have to market our State creatively and effectively, and this funding will complement and support a range of initiatives aimed at better promoting Tasmania."

Ms Bacon said new initiatives included the creation of four new industry-led regional tourism organisations; the introduction of a regular new market research project and the ongoing investment in new, innovative and research-led marketing activities.

"Successful marketing involves collaboration with businesses on the ground and all levels of Government, and often the people who know their region's strengths are the local operators," he said.

"These four new industry-led regional tourism organisations will give local operators a greater say in their region's tourism strategies, as well as their cooperative marketing and industry development efforts.

"Through Tourism Tasmania, we will support this approach by providing in-kind support as well as funds for programs such as regional cooperative marketing activities." 

Mr Bacon said a new market research program would help better inform marketing strategies - allowing Tourism Tasmania and other operators to get a better understanding of our tourism performance, as well as the changing perceptions and motivations of mainland travellers.

"Given both the competition in the domestic market and the tough fiscal environment, it's vitally important we get the most out of our marketing dollar," he said.

"The Tourism industry contributes just over $1.8 billion to the Tasmanian economy, with direct and indirect employment of around 24,500 people.

"It's clearly one of the State's strong economic drivers, and it is important we continue to invest in marketing to ensure our destination remains relevant in the global marketplace.

"The new regional tourism and market research initiatives will help lay a solid foundation to grow the industry into the future."

Initiatives to Drive Tourism Marketing Investment