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A vintage steam train rounding a curve on a narrow mountain railway, with white steam billowing into a lush gorge of ferns and moss-covered cliffs, a rushing river below and soft light filtering through the mist ahead.

Strahan, West Coast

Tourism Tasmania & Nick Osborne

Tasmania’s Story of Tourism

Tourism is one of Tasmania's oldest and most significant industries. It has strengthened communities statewide, creating jobs, growing our economy, supporting infrastructure and enhancing local services, recreational activities and quality of life.

The story of tourism

Tourism Tasmania's advocacy project, the Story of Tourism, reflects on how the industry has grown and contributed to the state for more than 130-years.

The value of tourism

Investing in distinctive brand and marketing activity not only converts current demand but builds future demand for Tasmania and our operators.
Download the factsheet

Ensuring travellers choose Tasmania

Tourism underpins our brand, unlocking trade and innovation and opening opportunities for business and entrepreneurship. Visitors spent $3.4 billion in the state in the year ending December 2024.

1,310,400 

total visitors to Tasmania in the last year

52%

of visitors to Tasmania are on holiday, delivering 70% of total expenditure

6,567

or 14.9% of Tasmanian businesses rely on tourism

50,800

or 15.6% or 1 in 6 of Tasmanian jobs are supported by tourism

+83 cents 

additional benefit generated for every tourism dollar spent

4.63 million 

air seats supported by tourism

$3.3 billion

worth of tourism infrastructure projects creating jobs and building confidence

Archive tourism campaigns

Watch some of our favourite campaigns from years past, to see how things have changed and how they haven't.
1980 - Freewheelin' around Tasmania