Tourism Tasmania appoints Emma Terry as chief marketing officer

Tourism Tasmania has appointed Emma Terry as CMO, filling the void left by executive director of marketing Guy Taylor who moved on last year to lead the Tasmania Brand Project.

Emma Terry: Tourism Tasmania’s new CMO

CEO John Fitzgerald said the role was crucial to help the state government and tourism industry reach their collective goal of attracting 1.5 million visitors a year to Tasmania by 2020. 

“Our role is to create demand for travel to the state by connecting people culturally and emotionally to Tasmania through our domestic and international marketing programs,” he said.

“Although we’re currently seeing a record number of visitors coming to the state from interstate and overseas, we still need to grow to reach our goal. Emma will play an important role in delivering this growth.”

Fitzgerald said Terry’s experience – including a previous role as group manager for strategy and customer for the Federal Group where she lead the brand development, customer segmentation and marketing strategy for the group’s tourism properties – made her the ideal person to lead Tourism Tasmania’s marketing strategy.

“It’ll be great to have her working with our marketing team as we continue to focus on promoting what’s good and different about Tasmania, and looking for ways to cut through the usual destination marketing clutter to strengthen our appeal as a travel destination, drive demand for Tasmanian holidays and attract more visitors to our state.”

Fitzgerald also acknowledged the current marketing team who “stepped up to fill the void” while the five-month recruitment process was underway.

Terry – who commences the role on May 2 – said it was an exciting time to be joining the team.

“Tourism Tasmania is well known for its innovative marketing approach and while Tasmania has well and truly proven itself as a world-class destination, it’s important that we continue to leverage this success to grow our visitor numbers and sustain this growth into the future.”


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