Tourism Tasmania launches strategic business plan
Tourism Tasmania has launched a strategic business plan, Tourism 21, with an aim to grow annual tourism expenditure in the state to $4.39 billion by 2020.
The announcement:
The Minister for Tourism, Michelle O’Byrne, today launched Tourism 21, a joint strategic business plan for Tasmania’s tourism industry and the State Government.
Ms O’ Byrne said that Tourism 21: 2011 – 2013 represents the continuation of a successful and productive industry-government partnership that was established more than a decade ago.
“This partnership has supported the impressive growth and maturity of our industry over the past 13 years,” she said.
“The original agreement set 10 year goals for our industry, goals that we have largely met.
“In 1997, our interstate, international and local travellers spent a total of around $1.095 billion in Tasmania.
“Today, this has grown to around $2.251 billion per annum.
“That’s $2.251 billion being spent every year by travellers in our cities and regional communities on accommodation, attractions, food and beverages, tours, hire cars, campervans, petrol, retail goods, and a whole range of other goods and services.
“In doing so, they have stimulated new investment and jobs for many Tasmanians.
“However the real value in setting the T21 goals has been the establishment of a long-term partnership between the industry and government that focuses on ways to grow the state’s tourism industry.”
Ms O’Byrne said that based on current growth of 4.4% per annum, we can expect to see $3.42 billion being spent every year in Tasmania by local, interstate and international visitors by 2020.
“But we have also jointly identified a more ambitious ‘Industry Potential Goal’, which would deliver a target of $4.39 billion being spent every year by local, interstate and international visitors by 2020.”
Ms O’Byrne said the new 10 year goals are challenging, yet they are realistic and achievable, providing we can continue to work together to address a number of challenges.
“This includes addressing a shortage of accommodation in some key locations around the state, and getting Tasmania’s tourism businesses online so they can benefit from the new communication technologies that visitors now use.
“In today’s volatile tourism marketplace, it is even more important than ever that we work together in tackling these challenges, as we have done so successfully in the past.
“Government alone cannot sustain our tourism industry.
“It is only through cooperation and partnerships like T21 that we can continue to build a prosperous and sustainable tourism sector for Tasmania,” Ms O’Byrne said.
Tourism 21 will continue to be reviewed every three years to make sure it remains relevant to the changing need of the tourism industry.
Source: Tourism Tasmania press release
