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10/03/2006

Tourism Promotion Plan Unveiled

The Premier today launched a $75 million tourism marketing and promotion strategy - the most aggressive in Tasmania’s history.

Mr Lennon announced details of how some of those funds would be spent promoting Tasmania over the next two years following months of discussions with the tourism industry and local government.

“The Tourism Minister, Paula Wriedt, has been consulting the industry for some months and today’s announcement reflects its views, which are accepted by the State Government,” the Premier said.

“This package has two focuses: embarking on Tasmania’s biggest-ever marketing push into eastern Australia and marketing within our State to encourage Tasmanians to holiday at home.

“This plan will bring immediate and long-term benefits in promoting Tasmania as a key tourist destination.

“It will see advertising of Tasmania as a prime tourism destination on targeted television programs and cinema in our key markets, such as Victoria, Sydney, regional New South Wales and south-east Queensland.

“This plan will strengthen Tasmania’s appeal as a holiday destination and position the industry for the future.”

Mr Lennon said the Government had been consulting and developing the plan in response to the challenges presented by the demise of Spirit of Tasmania III.

The State Government’s $75 million commitment to marketing and promoting Tasmania as a prime tourist destination over the next four years includes: $44 million ($11 million a year) committed to Tourism Tasmania for marketing; Additional funding of $12 million ($3 million a year) to Tourism Tasmania and $3 million over two years to TT-Line to boost their marketing strategies; and

An additional $16 million in funding committed by the State Government over two years to assist the tourism industry following the withdrawal of the Spirit III Sydney service.

“All up, we now have $75 million available over the next four years to market and promote Tasmanian tourism like never before,” the Premier said.

“Today, I announce how the first package of this money – including $25 million in new funds - is to be spent.

“Tasmania needs to be bold and aggressive to maintain and build market share amid a national domestic tourism slump and that is just what this plan does.

“Our State attracted more than 860,000 visitors last year, up 10 per cent on the previous year, generating more than $1.1 billion in our economy.

“It involves 2,400 separate businesses and provides almost 23,000 direct jobs, or nearly nine per cent of total Tasmanian employment.

The State Government is committed to retaining market share in the short-term in a challenging national tourism environment and to strengthening the industry for the future.

“Our industry consultation has provided a very clear indication of how the Tourism Promotional Plan funding should be allocated and used.

“Now the plan is complete, we are keen to get moving on the roll-out to ensure benefits are immediately felt right across the State.”

Mr Lennon said a series of seven programs had been developed to:

• Build awareness of Tasmania as a holiday destination;
• Encourage potential visitors to the State to book their trip; and
• Support the delivery of Tasmanian experiences that exceed visitor expectations.

The seven programs are as follows:

Consumer Research

Cost is $300,000 over year one only. This research will significantly improve Tasmania’s understanding of changing consumer habits and how to respond to them.

Spring Marketing Campaign

Cost is of $4.7 million in the first year ($700,000 from the Tourism Promotion Plan, plus $3 million by TT-Line and $1 million by Tourism Tasmania) plus at least $700,000 in the second year.

Autumn/Winter Marketing Campaign

Cost is $2 million - $1 million for each year, in addition to $3.5 million in spending by TT-Line and $1.5 million by Tourism Tasmania.

Major Destinational Marketing Campaign

Cost is $6 million - $3 million in each of the two years.
This advertising program will include targeted television program and cinema advertising in Tasmania’s key markets, such as Melbourne, Sydney, regional New South Wales and south-east Queensland.
It will continue the strong marketing presence established by TT-Line in the promotion of Spirit of Tasmania III to capitalise on the gains made in these important markets.

New Intrastate and Visiting Friends and Relatives Program

Cost is $400,000 to be spent over two years.
A new program will be developed jointly by Tasmania’s Regional Tourism Authorities and Tourism Tasmania to ensure that the increase in the ‘Visiting Friends and Relatives’ area is maintained and to encourage Tasmanians to holiday at home.

E-Marketing Platform

This program will cost $400,000 in year one and $425,000 in year two.
This program will improve our online capabilities with a major revamp of the discovertasmania.com.au website.

Market-Ready Regional Experience Development Program

This program will cost $4.075 million, or 25 per cent of all funding. A total of $2.45 million will be spent in the first year and the remainder in the second.

The program includes a new grants program for product and experience development, which will fund up to 20 major new initiatives for regional tourism. It also includes funding to improve the professional capabilities of the regional tourism authorities and co-operative marketing programs.

For further information contact the Communications Unit
(03) 6230 8244
Email mediainfo@tourism.tas.gov.au