TASMANIA SET TO GROW INTERNATIONAL TOURISM BUSINESS

Tasmania is tipped to become one of the most desirable eco-travel destinations and is in a strong position to increase the number of international visitors to the State according the Australian Tourist Commission (ATC) chairman, Nick Evers.

Speaking following the Australian Tourist Commission (ATC) Board meeting held in Hobart today, Mr Evers said Tasmania should prepare for an increase in international visitor arrivals.

“The future is bright for international tourism in Tasmania, “ he said. “Tasmania attracts around 90,000 international visitors each year, however there is great potential to significantly grow visitor arrivals over the next ten years.

“There is no doubt that Tasmania boasts some of Australia’s, and in fact the world’ s most treasured natural environments and this will help attract international visitors to the State and help it move up the ranks as a ‘must visit’ eco-travel destination.

“There is a worldwide trend towards nature based tourism with visitors seeking holiday experiences in natural and pristine environments. Tasmania is well positioned to make the most of this trend.

“However, to ensure that Tasmania reaches its full tourism potential the industry needs to address a number of challenging issues such as workforce skills, infrastructure, promotion, tourism product, aviation access and service quality.

“The good news is that ATC research shows that Tasmania has some of the highest approval ratings for tourism in Australia and this strong support should ensure that the local industry addresses the key issues.”

ATC Managing Director, John Morse said the growing international appeal of Tasmania as a tourist destination was evident from the accolades received by prestigious travel publications.

“Tasmania has been voted as the number one temperate island in the world by Conde Naste Traveller magazine for two consecutive years and has just been nominated by Travel and Leisure Magazine as a the next hot eco-travel destination for 2001,” Mr Morse said.

“These accolades should not be taken lightly and show that the world is starting to take notice of the rarity and diversity of Tasmania’s natural attractions and its appeal as a holiday destination.

“Tasmania’s Russell Falls (Mt Field National Park) were recently chosen to front the ATC’s new print advertising campaign in Germany along with the Great Barrier Reef and the Northern Territory’s Olgas highlighting the international appeal of the State.

“Official forecasts indicate that inbound tourism to Australia will double in the next ten years to 10 million in 2010, including strong growth from Tasmania’s key tourism markets including Europe, the United Kingdom, the US and New Zealand.

Mr Morse said the ATC recognised the international appeal of Tasmania and would continue to work with Tourism Tasmania to build inbound tourism to the state.

“The ATC’s Visiting Journalist Program is an ideal way to increase the awareness and interest in Tasmania around the globe,” he said. “Last year the ATC brought more than 120 international journalists to the State including NBC, Canada’s CBC and Globo TV from Brazil to name a few.

“Interest in Tasmania is continuing this year, with visits already underway from Germany’s Cosmopolitan, Switzerland’s Mayer’s Magazine and The UK’s Guardian as well as The Washington Post.

“Similarly our advertising campaign with Tourism Tasmania in New Zealand is progressing well, with print ads appearing in six consumer magazines in the past two months encouraging Kiwis to take a self drive holiday in Tasmania.”