Launched today, the ‘Go Behind the Scenery XI’ campaign is Tasmania’s largest ever to drive growth in domestic tourism to the next level.
‘Go Behind the Scenery XI’ will convey that the true essence of Tasmania lies in what’s beneath the surface and will focus on the core Tourism Tasmania message of ‘Feed Your Curious’.
The $6 million, multi-channel campaign will run in key domestic markets from May until the end of August.
As a challenger destination to larger destinations such as Queensland, New South Wales and Victoria, Tasmania needs to continually cut through and remain top of mind with potential visitors in order to convert aspiration to visitation.
In 2017, Tasmania welcomed a record 1.25 million visitors, who spent a record $2.33 billion during their stay here. All regions reported growth, with higher visitation, occupancy and yields.
But we cannot afford to be complacent. Tourism is a key driver of economic growth and job creation across the state and my Government is committed to making the necessary investments required to continue tourist growth.
The campaign launched today will continue to utilise the successful storytelling aspects of previous campaigns to connect and engage tourists. Importantly, it will also seek to drive demand over the traditionally quieter winter months and low season.
On top of this campaign my Government has committed $12 million to further market Tasmania through bespoke marketing campaigns targeting high value travellers in domestic and international markets.
With our abundant natural wonders, vibrant arts and culture and world-class hospitality, I encourage every Australian to Go Behind the Scenery and experience all Tasmania has to offer.