{ "entity_id": "S-TAS-027", "folder": "Tourism-Tasmania", "name": "Tourism Tasmania", "type": "Statutory Authority", "jurisdiction": "TAS", "portfolio": "Tourism", "website": "https://www.tourismtasmania.com.au/", "data_status": "rich", "completeness": { "has_strategy_brief": true, "has_strategy_structured": true, "has_vision": false, "has_kpi_targets": true, "has_kpi_results": true, "has_strategy_overview": true, "has_legislation_text": true, "has_legislation_structured": false, "has_global_initiatives_text": false, "has_global_initiatives_structured": false, "n_global_initiatives": 0, "has_ideas": true, "has_artifacts": true, "n_ideas": 12, "n_legislation": 0, "n_artifacts": 15, "n_kpi_targets": 5, "n_kpi_results": 5, "n_outcomes": 3, "verified_own_data": true }, "strategy_profile": { "status": "published", "confidence": "high", "summary": "To connect travellers emotionally and culturally with our island, drive visitation and enhance visitor contribution; and lead a sustainable visitor economy that delivers social, environmental and economic value for all Tasmanians. [AR p.12]", "official_site_url": "https://www.tourismtasmania.com.au/", "source_documents": [ { "type": "annual_report", "title": "Tourism Tasmania 2024-25 Annual Report", "url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "period": "2024-25", "confidence": "high" }, { "type": "corporate_plan", "title": "Key Directions for Tasmania’s future visitor economy", "url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "period": "2030", "confidence": "high" }, { "type": "strategie", "title": "Sustainable Cruise Shipping in Tasmania 2019-2022", "url": "https://www.tourismtasmania.com.au/contentassets/487296f0b1f64e3ab1ba67ac6af462fa/ttas-sustainable-cruising-blueprint-2019.pdf", "period": "2019", "confidence": "medium" }, { "type": "strategie", "title": "Download the 2030 Action Plan Progress Report (Jul-Dec 2025) [PDF, 871KB]", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/t2030-ves-action-plan-update-jun---dec-2025.pdf", "period": "2030", "confidence": "medium" }, { "type": "strategie", "title": "Download the 2030 Action Plan Progress Report (Jan-Jun 2025) [PDF, 605KB]", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-ves-action-plan-update---june-2025.pdf", "period": "2030", "confidence": "medium" }, { "type": "strategie", "title": "Download the 2030 Action Plan Progress Report (Jul-Dec 2024) [PDF, 915KB]", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-ves-action-plan-update-mar25-v1.pdf", "period": "2030", "confidence": "medium" }, { "type": "strategie", "title": "Download the 2030 Action Plan Progress Report (first year) [PDF, 900KB]", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-ves-action-plan-progress-report-end-june-2024.pdf", "period": "2030", "confidence": "medium" }, { "type": "strategie", "title": "Download the 2030 Visitor Economy Strategy [PDF, 3.82MB]", "url": "https://www.tourismtasmania.com.au/siteassets/t21_2030-visitor-economy-strategy_july24.pdf", "period": "2030", "confidence": "medium" }, { "type": "strategie", "title": "Download Tasmania's 2030 Visitor Economy Strategy Action Plan [PDF, 230KB]", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-visitor-economy-strategy-action-plan.pdf", "period": "2030", "confidence": "medium" }, { "type": "strategie", "title": "Download Tasmania's 2030 Visitor Economy Strategy Fact Sheet [PDF, 720KB]", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-Visitor-Economy-Strategy-Fact-Sheet.pdf", "period": "2030", "confidence": "medium" } ], "purpose": { "text": "To connect travellers emotionally and culturally with our island, drive visitation and enhance visitor contribution; and lead a sustainable visitor economy that delivers social, environmental and economic value for all Tasmanians. [AR p.12]", "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": 12, "source_deep_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf#page=12" }, "vision": null, "strategic_priorities": [ { "title": "Lead a sustainable visitor economy", "description": "Lead a sustainable visitor economy", "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": 13, "source_deep_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf#page=13" }, { "title": "Drive visitation", "description": "Drive visitation", "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": 13, "source_deep_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf#page=13" }, { "title": "Enhance visitor contribution", "description": "Enhance visitor contribution", "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": 13, "source_deep_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf#page=13" } ], "values": [ { "name": "Authenticity", "description": "", "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": null }, { "name": "Sustainability", "description": "", "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": null }, { "name": "Collaboration", "description": "", "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": null } ], "outcomes": [ { "name": "Positive Brand Impact", "description": "Attract holiday visitors is big business and Tasmania must compete in an Australian tourism landscape dominated by larger states with bigger budgets. Our marketing strategy focuses on both creating future demand for visitation and converting current interest into bookings with airlines, travel agents and directly to our industry. [AR p.18]", "activities": [ "Brand KPI", "Pricing power score" ], "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": 18, "source_deep_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf#page=18" }, { "name": "Marketing our Regions", "description": "The Off Season winter campaign was delivered for its fifth year in 2025. The campaign positions Tasmania as a unique and ‘must do’ winter experience, driving visitation over the traditionally quieter travel period between May and August. [AR p.22]", "activities": [ "Winternships campaign", "Domestic media familiarisation tours" ], "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": 22, "source_deep_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf#page=22" }, { "name": "Accessibility and Inclusivity of Tourism", "description": "Tourism Tasmania launched a local marketing campaign in November 2024 to encourage Tasmanians to support the local tourism and hospitality industry over the spring and summer months. [AR p.24]", "activities": [ "Fly Drive Program", "Travel Trade Training" ], "source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "source_page": 24, "source_deep_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf#page=24" } ], "performance_measures": [ { "code": "BRAND", "measure": "Brand KPI", "target": "10.4", "latest_result": "10.5", "status": "Achieved", "target_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "target_source_page": 18, "result_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "result_source_page": 19 }, { "code": "DEMAND", "measure": "Pricing power score", "target": "1.07", "latest_result": "1.06", "status": "Achieved", "target_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "target_source_page": 18, "result_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "result_source_page": 19 }, { "code": "ENGAGEMENT", "measure": "Total visitor expenditure", "target": ">$3.6 billion", "latest_result": "$3.05 billion", "status": "Achieved", "target_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "target_source_page": 18, "result_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "result_source_page": 19 }, { "code": "ACCESS", "measure": "Average spend per visitor", "target": ">$2,800", "latest_result": "12.79 million", "status": "Achieved", "target_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "target_source_page": 18, "result_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "result_source_page": 19 }, { "code": "ACCESS", "measure": "Total nights", "target": "12.79 million", "latest_result": "12.79 million", "status": "Achieved", "target_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "target_source_page": 18, "result_source_url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "result_source_page": 19 } ], "document_alignment_terms": { "must_support": [ "To connect travellers emotionally and culturally with our island, drive visitation and enhance visitor contribution; and lead a sustainable visitor economy that delivers social, en", "Lead a sustainable visitor economy", "Drive visitation", "Enhance visitor contribution" ], "watch_terms": [ "Brand KPI", "Pricing power score", "Total visitor expenditure", "Average spend per visitor", "Total nights" ], "avoid_claiming_without_evidence": [] }, "review_note": "" }, "global_initiatives": null, "strategy": { "reporting_period": "2024-25", "corporate_plan_period": "2025-26", "vision": null, "vision_source_page": null, "purposes": "To connect travellers emotionally and culturally with our island, drive visitation and enhance visitor contribution; and lead a sustainable visitor economy that delivers social, environmental and economic value for all Tasmanians. [AR p.12]", "purposes_source_page": 12, "how_we_deliver": "Tourism Tasmania’s marketing strategy aims to convert demand into bookings and build future demand through a strong brand positioning and interesting and engaging marketing communications. [AR p.12]", "how_we_deliver_source_page": 12, "government_priorities": [ { "text": "Lead a sustainable visitor economy", "source_page": 13 }, { "text": "Drive visitation", "source_page": 13 }, { "text": "Enhance visitor contribution", "source_page": 13 } ], "outcomes": [ { "name": "Positive Brand Impact", "description": "Attract holiday visitors is big business and Tasmania must compete in an Australian tourism landscape dominated by larger states with bigger budgets. Our marketing strategy focuses on both creating future demand for visitation and converting current interest into bookings with airlines, travel agents and directly to our industry. [AR p.18]", "key_activities": [ "Brand KPI", "Pricing power score" ], "source_page": 18 }, { "name": "Marketing our Regions", "description": "The Off Season winter campaign was delivered for its fifth year in 2025. The campaign positions Tasmania as a unique and ‘must do’ winter experience, driving visitation over the traditionally quieter travel period between May and August. [AR p.22]", "key_activities": [ "Winternships campaign", "Domestic media familiarisation tours" ], "source_page": 22 }, { "name": "Accessibility and Inclusivity of Tourism", "description": "Tourism Tasmania launched a local marketing campaign in November 2024 to encourage Tasmanians to support the local tourism and hospitality industry over the spring and summer months. [AR p.24]", "key_activities": [ "Fly Drive Program", "Travel Trade Training" ], "source_page": 24 } ], "values": [ "Authenticity", "Sustainability", "Collaboration" ], "values_framework_name": "None", "kpi_targets_2025_26": [ { "code": "BRAND", "measure": "Brand KPI", "target": "10.4", "source_page": 18 }, { "code": "DEMAND", "measure": "Pricing power score", "target": "1.07", "source_page": 18 }, { "code": "ENGAGEMENT", "measure": "Total visitor expenditure", "target": ">$3.6 billion", "source_page": 18 }, { "code": "ACCESS", "measure": "Average spend per visitor", "target": ">$2,800", "source_page": 18 }, { "code": "ACCESS", "measure": "Total nights", "target": "12.79 million", "source_page": 18 } ], "kpi_results_2024_25": [ { "code": "BRAND", "measure": "Total Brand Communications Awareness", "result": "10.5", "status": "Achieved", "source_page": 19 }, { "code": "DEMAND", "measure": "Pricing power score", "result": "1.06", "status": "Achieved", "source_page": 19 }, { "code": "ENGAGEMENT", "measure": "Total visitor expenditure", "result": "$3.05 billion", "status": "Achieved", "source_page": 19 }, { "code": "ACCESS", "measure": "Average spend per visitor", "result": "$2,600", "status": "Achieved", "source_page": 19 }, { "code": "ACCESS", "measure": "Total nights", "result": "12.79 million", "status": "Achieved", "source_page": 19 } ], "_source_urls": { "annual_report_url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "corporate_plan_url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf" } }, "ideas": [ { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Citizen Services", "scale": "small", "title": "Plain-language service pages and proactive status updates", "idea": "Rewrite high-volume pages and letters into plain language, add status notifications, and measure contact reduction.", "quote": "Accessible Tourism’ awarded to The Cove, one of three finalists.\n— As at end of December 1,230 people had completed the Tassie Tourism\n— THA Awards for Excellence awarded gold for Disability Inclusion and Access Ambassador program – total 418 participants in 2024, an increase of 12.9%\nto MACq01 Hotel (accommodation venue) and to Rupert & Hound (hospitality from 2023.\nvenue).\n— Six new Tassie Tourism Ambassador destination modules were launched\n— With support from TTas and the regional tourism organisations, forty tourism including Hobart & Surrounds; the Southeast; Derwent Valley & Central\noperators participated in ATEC’s Accessible & Inclusive Host online training Highlands; Huon Valley & Far South; The Heritage Highway; and Tassie\nprogram to upskill and build confidence in working with travellers with access Outdoor Tourism.\nneeds.", "impact": "High", "effort": "Low", "proof": "Evidence-backed", "beneficiaries": "Citizens / service users", "source": "strategies/2030-ves-action-plan-update-mar25-v1.pdf (https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-ves-action-plan-update-mar25-v1.pdf)", "implementation": [ "Pick one high-volume process or document family.", "Name an owner and baseline current volume, time, cost, and satisfaction.", "Run a 4-8 week pilot with clear before/after metrics.", "Publish lessons and decide whether to scale." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability", "Digital exclusion", "Low public trust if feedback is not acted on" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Citizen Services", "scale": "large", "title": "Single front door for life-event based services", "idea": "Bundle services around life events so citizens can complete related steps across agencies in one journey.", "quote": "Accessible Tourism’ awarded to The Cove, one of three finalists.\n— As at end of December 1,230 people had completed the Tassie Tourism\n— THA Awards for Excellence awarded gold for Disability Inclusion and Access Ambassador program – total 418 participants in 2024, an increase of 12.9%\nto MACq01 Hotel (accommodation venue) and to Rupert & Hound (hospitality from 2023.\nvenue).\n— Six new Tassie Tourism Ambassador destination modules were launched\n— With support from TTas and the regional tourism organisations, forty tourism including Hobart & Surrounds; the Southeast; Derwent Valley & Central\noperators participated in ATEC’s Accessible & Inclusive Host online training Highlands; Huon Valley & Far South; The Heritage Highway; and Tassie\nprogram to upskill and build confidence in working with travellers with access Outdoor Tourism.\nneeds.", "impact": "Very High", "effort": "High", "proof": "Evidence-backed", "beneficiaries": "Citizens / service users", "source": "strategies/2030-ves-action-plan-update-mar25-v1.pdf (https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-ves-action-plan-update-mar25-v1.pdf)", "implementation": [ "Create a senior responsible owner and cross-functional delivery team.", "Map legislation, data, privacy, procurement, cyber, and workforce constraints.", "Co-design with users and frontline staff before technology selection.", "Stage delivery through pilots, benefits tracking, and public reporting." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability", "Digital exclusion", "Low public trust if feedback is not acted on" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Procurement & Delivery", "scale": "small", "title": "Procurement lessons library for repeat purchases", "idea": "Capture reusable procurement clauses, market lessons, supplier performance notes, and common evaluation criteria.", "quote": "The final design is subject to Council\nopportunity to diversify their product offering and test market interest.\napproval and planning continues for construction to commence in the\n— Brand Tasmania and TICT launched the Tasmanian x TICT Mark to strengthen first quarter of 2027.\nand grow a community of tourism businesses that embody what it truly — Ongoing progress in the development of the Freycinet Visitor Gateway\nmeans to be Tasmanian. project.\n— TICT and Wine Tasmania released the Bottling Wine Tourism Strategy 2025- — Contract awarded for the Maria Island Re-Discovered project - Stage 3\n2027 in August 2025. investment.\n— Tender released for Cockle Creek campsite upgrades Stage 2\n— Project manager appointed to DSG’s Tourism and Hospitality team to\ninvestment – tender released for Catamaran upgrades.\nprogress recommendations from a report on agritourism regulatory reform.", "impact": "High", "effort": "Low", "proof": "Evidence-backed", "beneficiaries": "Delivery teams / suppliers", "source": "strategies/t2030-ves-action-plan-update-jun---dec-2025.pdf (https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/t2030-ves-action-plan-update-jun---dec-2025.pdf)", "implementation": [ "Pick one high-volume process or document family.", "Name an owner and baseline current volume, time, cost, and satisfaction.", "Run a 4-8 week pilot with clear before/after metrics.", "Publish lessons and decide whether to scale." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Procurement & Delivery", "scale": "large", "title": "Portfolio delivery office for major investments", "idea": "Stand up a portfolio delivery office that tracks benefits, risks, dependencies, procurement, and delivery confidence.", "quote": "The final design is subject to Council\nopportunity to diversify their product offering and test market interest.\napproval and planning continues for construction to commence in the\n— Brand Tasmania and TICT launched the Tasmanian x TICT Mark to strengthen first quarter of 2027.\nand grow a community of tourism businesses that embody what it truly — Ongoing progress in the development of the Freycinet Visitor Gateway\nmeans to be Tasmanian. project.\n— TICT and Wine Tasmania released the Bottling Wine Tourism Strategy 2025- — Contract awarded for the Maria Island Re-Discovered project - Stage 3\n2027 in August 2025. investment.\n— Tender released for Cockle Creek campsite upgrades Stage 2\n— Project manager appointed to DSG’s Tourism and Hospitality team to\ninvestment – tender released for Catamaran upgrades.\nprogress recommendations from a report on agritourism regulatory reform.", "impact": "Very High", "effort": "High", "proof": "Evidence-backed", "beneficiaries": "Delivery teams / suppliers", "source": "strategies/t2030-ves-action-plan-update-jun---dec-2025.pdf (https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/t2030-ves-action-plan-update-jun---dec-2025.pdf)", "implementation": [ "Create a senior responsible owner and cross-functional delivery team.", "Map legislation, data, privacy, procurement, cyber, and workforce constraints.", "Co-design with users and frontline staff before technology selection.", "Stage delivery through pilots, benefits tracking, and public reporting." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Risk & Assurance", "scale": "small", "title": "Recommendation tracker for audits, reviews, and inquiries", "idea": "Publish a single internal tracker for audit/review recommendations, owners, due dates, and implementation evidence.", "quote": "Risk management\ncapacity or agency arrangement.\npolicies are established to identify and analyse risks faced by Tourism Tasmania, to set\n2025 2024\nappropriate risk limits and controls, and to monitor risks and adherence to limits.\n$’000 $’000\nSpecific Purpose Account balance ( B ) C R E D I T R I S K E X P O S U R E S\nS535 Tourism Tasmania Financial Credit risk is the risk of financial loss to Tourism Tasmania if a customer or counterparty to a\nManagement Account (195) (82) financial instrument fails to meet its contractual obligations.\n...", "impact": "High", "effort": "Low", "proof": "Evidence-backed", "beneficiaries": "Executives / assurance teams", "source": "annual-reports/2024-25.pdf (https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf)", "implementation": [ "Pick one high-volume process or document family.", "Name an owner and baseline current volume, time, cost, and satisfaction.", "Run a 4-8 week pilot with clear before/after metrics.", "Publish lessons and decide whether to scale." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability", "Regulatory capture", "Over-automation of judgement" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Risk & Assurance", "scale": "large", "title": "Integrated assurance and lessons-learned system", "idea": "Create an assurance system that connects audit findings, risk registers, delivery reviews, and investment decisions.", "quote": "Risk management\ncapacity or agency arrangement.\npolicies are established to identify and analyse risks faced by Tourism Tasmania, to set\n2025 2024\nappropriate risk limits and controls, and to monitor risks and adherence to limits.\n$’000 $’000\nSpecific Purpose Account balance ( B ) C R E D I T R I S K E X P O S U R E S\nS535 Tourism Tasmania Financial Credit risk is the risk of financial loss to Tourism Tasmania if a customer or counterparty to a\nManagement Account (195) (82) financial instrument fails to meet its contractual obligations.\n...", "impact": "Very High", "effort": "High", "proof": "Evidence-backed", "beneficiaries": "Executives / assurance teams", "source": "annual-reports/2024-25.pdf (https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf)", "implementation": [ "Create a senior responsible owner and cross-functional delivery team.", "Map legislation, data, privacy, procurement, cyber, and workforce constraints.", "Co-design with users and frontline staff before technology selection.", "Stage delivery through pilots, benefits tracking, and public reporting." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability", "Regulatory capture", "Over-automation of judgement" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Regulation & Policy", "scale": "small", "title": "Regulatory burden scan for forms, guidance, and reporting", "idea": "Identify the top 10 highest-friction reporting obligations and simplify guidance, forms, or evidence requirements.", "quote": "Gourmet Traveller Restaurant Awards came to Tasmania, — Internationally, partnerships were refocused to increase spend per night,\nmarking the first time the event has not been held in NSW or VIC in its 45 particularly in the UK market.\nyear history.\n— A Trade Connect Program successfully increased operator attendance at\n— TTas worked with mass participation events including across South (Sydney in-market events (five operators at Marketplace North America versus one in\nto Hobart, Taste of Summer, Hobart International), North (Tamar Valley 2023, and 67% increase in operator attendance at Marketplace India).\nfeatures, Hockey Championships), Northwest (Women’s Enduro, Burnie Ten),\n— TTas worked with the emerging Indian market focusing on earned media\nand East/West Coast regions to leverage opportunities to promote our\npartnerships, trade engagement, and hosting high-profile Indian content", "impact": "High", "effort": "Low", "proof": "Evidence-backed", "beneficiaries": "Regulated entities / policy teams", "source": "strategies/t2030-ves-action-plan-update-jun---dec-2025.pdf (https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/t2030-ves-action-plan-update-jun---dec-2025.pdf)", "implementation": [ "Pick one high-volume process or document family.", "Name an owner and baseline current volume, time, cost, and satisfaction.", "Run a 4-8 week pilot with clear before/after metrics.", "Publish lessons and decide whether to scale." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability", "Regulatory capture", "Over-automation of judgement" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Regulation & Policy", "scale": "large", "title": "Adaptive regulation program with live feedback loops", "idea": "Create an adaptive regulation model using sandboxes, industry data, risk scoring, and regular rule updates.", "quote": "Gourmet Traveller Restaurant Awards came to Tasmania, — Internationally, partnerships were refocused to increase spend per night,\nmarking the first time the event has not been held in NSW or VIC in its 45 particularly in the UK market.\nyear history.\n— A Trade Connect Program successfully increased operator attendance at\n— TTas worked with mass participation events including across South (Sydney in-market events (five operators at Marketplace North America versus one in\nto Hobart, Taste of Summer, Hobart International), North (Tamar Valley 2023, and 67% increase in operator attendance at Marketplace India).\nfeatures, Hockey Championships), Northwest (Women’s Enduro, Burnie Ten),\n— TTas worked with the emerging Indian market focusing on earned media\nand East/West Coast regions to leverage opportunities to promote our\npartnerships, trade engagement, and hosting high-profile Indian content", "impact": "Very High", "effort": "High", "proof": "Evidence-backed", "beneficiaries": "Regulated entities / policy teams", "source": "strategies/t2030-ves-action-plan-update-jun---dec-2025.pdf (https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/t2030-ves-action-plan-update-jun---dec-2025.pdf)", "implementation": [ "Create a senior responsible owner and cross-functional delivery team.", "Map legislation, data, privacy, procurement, cyber, and workforce constraints.", "Co-design with users and frontline staff before technology selection.", "Stage delivery through pilots, benefits tracking, and public reporting." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability", "Regulatory capture", "Over-automation of judgement" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Citizen Participation", "scale": "small", "title": "Consultation feedback summaries with response tracking", "idea": "Summarise consultation submissions by theme and publish what changed in response.", "quote": "2 Consultants’ expenditure is related to the engagement of two different consultants for services for Tourism\nTasmania’s Audit and Risk Committee.", "impact": "High", "effort": "Low", "proof": "Evidence-backed", "beneficiaries": "Citizens / stakeholders / policy teams", "source": "annual-reports/2024-25.pdf (https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf)", "implementation": [ "Pick one high-volume process or document family.", "Name an owner and baseline current volume, time, cost, and satisfaction.", "Run a 4-8 week pilot with clear before/after metrics.", "Publish lessons and decide whether to scale." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability", "Digital exclusion", "Low public trust if feedback is not acted on" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Citizen Participation", "scale": "large", "title": "Always-on policy participation platform", "idea": "Create a standing participation platform where citizens and stakeholders can propose, vote, and track ideas.", "quote": "2 Consultants’ expenditure is related to the engagement of two different consultants for services for Tourism\nTasmania’s Audit and Risk Committee.", "impact": "Very High", "effort": "High", "proof": "Evidence-backed", "beneficiaries": "Citizens / stakeholders / policy teams", "source": "annual-reports/2024-25.pdf (https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf)", "implementation": [ "Create a senior responsible owner and cross-functional delivery team.", "Map legislation, data, privacy, procurement, cyber, and workforce constraints.", "Co-design with users and frontline staff before technology selection.", "Stage delivery through pilots, benefits tracking, and public reporting." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability", "Digital exclusion", "Low public trust if feedback is not acted on" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Data & Performance", "scale": "small", "title": "KPI evidence register with named owners", "idea": "Create a simple register mapping each KPI to source data, owner, frequency, target, and last result.", "quote": "[Page 4]\nKEY DIRECTION 4\nAttract visitors to Tasmania through brand\npositioning and alignment of all demand drivers\nBRAND AWARENESS, CAMPAIGNS AND PR DOMESTIC LEAD GENERATION AND CONVERSION\n— TTas’s Off Season 2025 campaign performed strongly with 740 experiences — A program to improve how the Discover Tasmania website turns visitors into\nand conversion partner results exceeding targets. bookings commenced in December 2025, with testing underway to increase\nthe number of leads delivered to industry.\n— TTas’s Winternships activation surpassed all KPIs with 310 million earned\nmedia reach (562% increase on target). — Airline partnerships consistently exceeded targets throughout the period,\nwith the overall FY26 partnership delivering 148% of seat sales target.\n— The perception of Tasmania offering a ‘winter experience with a difference’", "impact": "High", "effort": "Low", "proof": "Evidence-backed", "beneficiaries": "Executives / Parliament / public", "source": "strategies/t2030-ves-action-plan-update-jun---dec-2025.pdf (https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/t2030-ves-action-plan-update-jun---dec-2025.pdf)", "implementation": [ "Pick one high-volume process or document family.", "Name an owner and baseline current volume, time, cost, and satisfaction.", "Run a 4-8 week pilot with clear before/after metrics.", "Publish lessons and decide whether to scale." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability" ] }, { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "category": "Data & Performance", "scale": "large", "title": "Outcome dashboard linking budget, delivery, and public impact", "idea": "Build a public-facing outcome dashboard showing spend, outputs, outcomes, and delivery confidence.", "quote": "[Page 4]\nKEY DIRECTION 4\nAttract visitors to Tasmania through brand\npositioning and alignment of all demand drivers\nBRAND AWARENESS, CAMPAIGNS AND PR DOMESTIC LEAD GENERATION AND CONVERSION\n— TTas’s Off Season 2025 campaign performed strongly with 740 experiences — A program to improve how the Discover Tasmania website turns visitors into\nand conversion partner results exceeding targets. bookings commenced in December 2025, with testing underway to increase\nthe number of leads delivered to industry.\n— TTas’s Winternships activation surpassed all KPIs with 310 million earned\nmedia reach (562% increase on target). — Airline partnerships consistently exceeded targets throughout the period,\nwith the overall FY26 partnership delivering 148% of seat sales target.\n— The perception of Tasmania offering a ‘winter experience with a difference’", "impact": "Very High", "effort": "High", "proof": "Evidence-backed", "beneficiaries": "Executives / Parliament / public", "source": "strategies/t2030-ves-action-plan-update-jun---dec-2025.pdf (https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/t2030-ves-action-plan-update-jun---dec-2025.pdf)", "implementation": [ "Create a senior responsible owner and cross-functional delivery team.", "Map legislation, data, privacy, procurement, cyber, and workforce constraints.", "Co-design with users and frontline staff before technology selection.", "Stage delivery through pilots, benefits tracking, and public reporting." ], "risks": [ "Privacy and data quality", "Change fatigue", "Unclear accountability" ] } ], "legislation_administered": [], "artifacts": [ { "category": "annual-reports", "year": "2024-25", "url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "file": "annual-reports/2024-25.pdf", "bytes": 9090482, "link_text": "Tourism Tasmania 2024-25 Annual Report" }, { "category": "corporate-plans", "year": "2030", "url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "file": "corporate-plans/2030.pdf", "bytes": 2044984, "link_text": "Key Directions for Tasmania’s future visitor economy" }, { "category": "strategies", "year": "2019", "url": "https://www.tourismtasmania.com.au/contentassets/487296f0b1f64e3ab1ba67ac6af462fa/ttas-sustainable-cruising-blueprint-2019.pdf", "file": "strategies/ttas-sustainable-cruising-blueprint-2019.pdf", "bytes": 967495, "link_text": "Sustainable Cruise Shipping in Tasmania 2019-2022" }, { "category": "strategies", "year": "2030", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/t2030-ves-action-plan-update-jun---dec-2025.pdf", "file": "strategies/t2030-ves-action-plan-update-jun---dec-2025.pdf", "bytes": 888075, "link_text": "Download the 2030 Action Plan Progress Report (Jul-Dec 2025) [PDF, 871KB]" }, { "category": "strategies", "year": "2030", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-ves-action-plan-update---june-2025.pdf", "file": "strategies/2030-ves-action-plan-update---june-2025.pdf", "bytes": 611044, "link_text": "Download the 2030 Action Plan Progress Report (Jan-Jun 2025) [PDF, 605KB]" }, { "category": "strategies", "year": "2030", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-ves-action-plan-update-mar25-v1.pdf", "file": "strategies/2030-ves-action-plan-update-mar25-v1.pdf", "bytes": 934253, "link_text": "Download the 2030 Action Plan Progress Report (Jul-Dec 2024) [PDF, 915KB]" }, { "category": "strategies", "year": "2030", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-ves-action-plan-progress-report-end-june-2024.pdf", "file": "strategies/2030-ves-action-plan-progress-report-end-june-2024.pdf", "bytes": 943135, "link_text": "Download the 2030 Action Plan Progress Report (first year) [PDF, 900KB]" }, { "category": "strategies", "year": "2030", "url": "https://www.tourismtasmania.com.au/siteassets/t21_2030-visitor-economy-strategy_july24.pdf", "file": "strategies/t21_2030-visitor-economy-strategy_july24.pdf", "bytes": 22750228, "link_text": "Download the 2030 Visitor Economy Strategy [PDF, 3.82MB]" }, { "category": "strategies", "year": "2030", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-visitor-economy-strategy-action-plan.pdf", "file": "strategies/2030-visitor-economy-strategy-action-plan.pdf", "bytes": 244441, "link_text": "Download Tasmania's 2030 Visitor Economy Strategy Action Plan [PDF, 230KB]" }, { "category": "strategies", "year": "2030", "url": "https://www.tourismtasmania.com.au/siteassets/documents/2030-visitor-economy-strategy/2030-Visitor-Economy-Strategy-Fact-Sheet.pdf", "file": "strategies/2030-Visitor-Economy-Strategy-Fact-Sheet.pdf", "bytes": 740543, "link_text": "Download Tasmania's 2030 Visitor Economy Strategy Fact Sheet [PDF, 720KB]" }, { "category": "other-pdfs", "year": "2020", "url": "https://www.tourismtasmania.com.au/siteassets/documents/reimagining-our-regions-far-south_april-2020.pdf", "file": "other-pdfs/reimagining-our-regions-far-south_april-2020.pdf", "bytes": 7438587, "link_text": "Reimagining our Regions - Tasmania’s Far South" }, { "category": "other-pdfs", "year": "2020", "url": "https://www.tourismtasmania.com.au/siteassets/documents/reimagining-our-regions-far-nw_april-2020.pdf", "file": "other-pdfs/reimagining-our-regions-far-nw_april-2020.pdf", "bytes": 4735346, "link_text": "Reimagining our Regions - Tasmania’s Far North West" }, { "category": "other-pdfs", "year": "2022", "url": "https://www.tourismtasmania.com.au/siteassets/documents/atdw-guides/atdw-faq-2022.pdf", "file": "other-pdfs/atdw-faq-2022.pdf", "bytes": 672146, "link_text": "ATDW frequently asked questions" }, { "category": "other-pdfs", "year": "2019", "url": "https://www.tourismtasmania.com.au/siteassets/atdw-operator-listing-guidelines_june-2019.pdf", "file": "other-pdfs/atdw-operator-listing-guidelines_june-2019.pdf", "bytes": 442560, "link_text": "ATDW profile guidelines" }, { "category": "other-pdfs", "year": "2022", "url": "https://www.tourismtasmania.com.au/siteassets/documents/atdw-guides/accommodation-atdw-user-guide-2022.pdf", "file": "other-pdfs/accommodation-atdw-user-guide-2022.pdf", "bytes": 866211, "link_text": "Accommodation user guide (PDF)" } ], "_meta": { "snapshot_built_at": "2026-05-14T02:13:59+00:00", "strategy_brief_meta": { "model": "nova-micro", "folder": "Tourism-Tasmania", "annual_report": { "file": "annual-reports\\2024-25.txt", "url": "https://www.tourismtasmania.com.au/siteassets/documents/annual-report/tourism-tasmania-annual-report-2024-25_final_digital.pdf", "year": "2024-25" }, "corporate_plan": { "file": "corporate-plans\\2030.txt", "url": "https://www.tourismtasmania.com.au/siteassets/documents/corporate-plans/tasmanias-2030-visitor-economy-key-directions-paper.pdf", "year": "2030" }, "usage": { "input_tokens": 38696, "output_tokens": 1089, "total_tokens": 39785, "model": "nova-micro" }, "cost_usd": 0.0015068200000000003, "elapsed_seconds": 7.19, "generated_at": "2026-05-13T04:12:49+00:00" }, "ideas_manifest": { "entity_id": "S-TAS-027", "entity_name": "Tourism Tasmania", "folder_name": "Tourism-Tasmania", "generated_at": "2026-05-09T23:06:31.880238+00:00", "idea_count": 12, "markdown": "ideas/Tourism-Tasmania_ideas.md", "jsonl": "ideas/ideas.jsonl", "inputs": [ "Tourism-Tasmania_strategy-overview.md", "strategy-evidence.json", "global-intelligence/source-manifest.json" ] }, "global_intel_meta": null } }