State stands tall on global must-see list
THE world is sitting up and taking notice of Australia’s small island state and the latest accolade has the tourism sector beaming.
Tasmania has been kicking national tourism goals for several years and its growth leads the nation.
But the state is getting increasing global recognition and the latest accolade targets the kind of audience the Tourism Industry Council of Tasmania says we need to maintain as overseas visitor numbers soften slightly.
This week, Tasmania was the only place in Australian to make it onto National Geo
IT IS ALWAYS A WELCOME BOOST TO GET THESE GLOBAL RECOGNITIONS AS IT IS DESTINATION PROMOTION MONEY CANNOT BUY TICT CEO LUKE MARTIN
graphic’s prestigious annual list of 25 must-see destinations.
Tasmania topped the list in the adventure category ahead of Grossglockner High Alpine Rd in Austria, Wales Way in the UK, Tohuku in Japan, Kamchatka Peninsula in Russia and Chad’s Zakouma national park.
TICT CEO Luke Martin said National Geographic readers were exactly the audience Tasmania wanted to engage with.
“They are generally travellers who look for destinations with unique and exceptional natural and cultural values,” Mr Martin said. “It is always a welcome boost to get these global recognitions as it is destination promotion money cannot buy.”
It is the latest in a series of wins for Tasmania’s tourism sector. The state’s ever-growing number of world-class mountain biking tracks are bringing thousands of twowheeled tourists to regional areas, a record number of cruise ships are docking this season and a new helicopter tour business has taken flight.
Tasmania also saw a 11.7 per cent spike in the number of Americans coming after it featured in a Crocodile Dundee tourism ad at last year’s Super Bowl.
And last month it was revealed that Bruny Island, the Museum of Old and New Art and other iconic Tasmanian destinations would be splashed across television screens from China to Germany as part of Tourism Australia’s new global campaign.
Tourism Australia said research showed Tasmania was one of the top destinations wealthy overseas tourists were considering visiting over the next four years.
Acting Premier Jeremy Rockliff said being singled out by National Geographic would give Tasmania’s standing on the world stage another boost.
“Tasmania has what the world wants – an unrivalled natural environment, premium experiences, worldclass produce and unbeatable way of life,” Mr Rockliff said.
“This award is very much recognition of the hard work of our Tasmanian tourism industry.”
The recognition follows Tasmania being singled out
recently as the number one Top Destination in the Australian Brands in China Index 2019, one of the top 10 wine travel destinations of 2019 by
Wine Enthusiast magazine and Hobart being named in Lonely Planet’s Worldwide Top 10 Cities to visit.
“Our state cannot afford to take our tourism success for granted, nor underestimate the contribution it makes to our economy both in our vibrant cities and our regions,” Mr Rockliff said.
“That is why we continue to support and invest in the sector, focusing on high yielding travellers in our marketing strategies and safeguarding our natural assets for visitors to experience through our transparent and robust parks EOI process.”
The accolade comes as the latest TICT survey of Tasmanian tourism operators shows almost half are expecting a boom summer season and a new helicopter tour business gets off to a flying start out of Cambridge.
The survey showed 46 per cent expected their business to be busier this summer visitor season compared to last year and 70 per cent have a positive outlook for the industry over the next five years.
Mr Martin said the fact one in two operators expected their business to be busier this summer was great for the Tasmanian economy.
“With business confidence comes investment. When existing businesses are feeling positive about the future of the industry, it means they are more likely to take that plunge and expand their business or turn their casual staff into permanent employees.”
One such investor is Tasmanian Air Tours which will operate a fleet of helicopters to take visitors and locals on tailored adventure, nature, food and beverage, and cultural tours.
For $599 per person you can go on their Wombat and Wallaby return tour to Maria Island or spend $349 being flown into Frogmore Creek Cellar Door and Restaurant. The cost includes lunch.
Tasmanian Air Tours will operate out of Barilla Bay Oyster Farm and Restaurant at Cambridge.
“Tasmania is really ready for this niche, quality venture and we are very positive that it will be a great addition to the tourism market in particular as well as locals,” pilot and TAT managing director Greg Ross said.
“Target audiences will include those who are time poor and want to experience Tasmania from the air, as well as those with mobility issues who otherwise wouldn’t be able to access some of the beautiful unique attractions.”