Tourism Tasmania: Amping up Brand Tasmania

For the first time ever, Tasmania's brand will be turbo-charged with more resources, funding surety, permanent staff and independence from the government of the day.

This new structure follows the success of our move on coming to government to establish Tourism Tasmania as an independent statutory authority, which has gone from strength to strength ever since.

This move also recognises the outstanding efforts of the current and all past Brand Tasmania Council members, and provides a path to build on their successes.

The existing Council will form part of a transition team that will drive the formation of the new statutory authority, with legislation to be introduced next year.

The transition team will get to work immediately delivering priority projects and programs, extending trademarks and supporting professional development with almost $1 million committed in recent State budgets.

This decision is the result of our action to undertake an audit of our brand, to understand its attributes and how we can amp up the value of our brand into the future.

There is no doubt, Tasmania's brand is one of our greatest assets, and there has never been a better time to promote our State and our reputation than now.

Through the new statutory authority we will turn-up the spotlight that's already shining on our people, place and produce - which are the best in the world.

This will give us a louder and clearer sales pitch that all Tasmanians can use.