Relationship with Government

The foundation for the TICT's working relationship with the Government of the day is our Protocol Agreement. Under the Agreement the TICT has enjoyed a close working relationship with subsequent Governments in pursuing our common vision for the industry which is set down in the Tourism 21 strategic business plan. Tourism 21 provides the strategic direction and blue-print for action to improve the performance, competitiveness and structural efficiency of the tourism industry in Tasmania.

Forged in 1997 as a benchmark joint industry and State Government 10-year strategic plan, Tourism 21 has provided the focus and the strategic framework for what is today - a vibrant billion-dollar plus Tasmanian industry employing 39,600 people in tourism and related industries.

The new targets (set in December 2007) for Tourism 21 are to grow the rate of interstate visitors from it's current 4.2% to 5% by 2010 and international visitors from 3% to 4% by 2010. These new targets also aim to increase the annual visitor expenditure to $2.7 billion with a further projection by 2017 to $4.3 billion.

The TICT is committed to ensuring bipartisanship continues as a key plank for tourism policy in Tasmania, and the organisation maintains its commitment to briefing all Members of State Parliament, including the Opposition, Greens and Members of the Legislative Council on key issues.

Strategies to achieve the targets set out in the new plan include:

• Building on the strength of our current brand positioning - our natural environment, pristine beauty and peacefulness.
• Getting our message across to our target customers.
• Working closely with airlines and sea carriers to help build the services on which the future of our industry depends.
• Significantly improving Tasmania's tourism infrastructure.
• Stimulating greater levels of tourism investment.
• Identifying and marketing experiences that deliver on people's expectations of the brand.
• Taking full advantage of the many new multi-media communications techniques available today to get the message to key markets in the most efficient way.
• Raising industry standards and increasing the professionalism and quality of service in the industry.
• Raising the profile of the Tasmanian tourism industry as a great place to work for young Tasmanians as well as tourism professionals from interstate and overseas.

Tourism 21 - Strategic Business Plan 2011-2013 (819 KB)

Go Back | Achievements Home