Australian Travel Research

Tourism Tasmania’s mission is to lead industry to deliver marketing and development programs that drive benefits for Tasmania from domestic and international tourism. The intent of this project is to provide a foundational understanding of our domestic markets (intrastate and interstate) to inform strategic decision making and campaign development. In doing so, the key objectives of the projects are to: Track advertising effectiveness Track brand health Monitor the performance of Tasmania as a holiday destination for Australian residents Provide a Australian benchmarking of Tasmania's marketing performance Provide market segmentation and associated tracking Provide the foundation for holiday visitation and expenditure forecasting. Survey online panels for instant feedback on new concepts, general/specific observations about Tasmania and tactical campaigns.