22    Tourism Tasmania

Agency Outline

Tourism Tasmania is a State Authority operating under the Tourism Tasmania Act 1996. It is governed by a Board appointed by the Governor on the recommendation of the Minister. The Agency supports the Minister for Tourism, the Hon Jeremy Rockliff MP.

Tourism Tasmania’s role is as a demand generator, brand builder and leader in the visitor economy. Its purpose is to connect travellers emotionally and culturally with Tasmania, drive visitation, increase visitor spend and lead a sustainable visitor economy that delivers social, environmental and economic value for all Tasmanians.

The Agency delivers its purpose through a market facing program to encourage visitation, working closely with air and sea access partners to ensure strong frequency and affordable access capacity for visitors and Tasmanians, and by leading destination management to ensure that the benefits of a strong visitor economy are valued by our visitors, industry and community.

Tourism Tasmania’s marketing program is a key driver for the visitor economy and celebrates the identifiable character and spirit that makes Tasmania a special place. Tourism Tasmania’s program enhances the State’s visitor economy through its brand positioning, demand generation, access strategy and leadership.

The Agency contributes knowledge and expertise to the tourism sector to inform policy and visitor economy strategy and leads the T21 partnership with industry on behalf of the Tasmanian Government to maintain and grow the important contribution tourism makes to Tasmania.

Tourism Tasmania will continue to work in partnership with the many stakeholders involved in the visitor economy to support the implementation, alignment and prioritisation of the 2030 Visitor Economy Strategy. The Strategy sets a vision for the future to strategically manage growth and investment and promotes and protects our destination through a visitor economy that champions our natural environment, grows our prosperity and empowers visitors to make a positive impact to island life.

This chapter details Tourism Tasmania’s financial information for 2023‑24 and over the Forward Estimates (2024‑25 to 2026‑27). Further information on Tourism Tasmania is provided at www.tourismtasmania.com.au.


 

Key Deliverables

Table 22.1 provides a summary of the Budget and Forward Estimates allocations for key deliverables being undertaken by Tourism Tasmania.

Table 22.1:       Key Deliverables Statement

 

2023‑24

 

Budget

2024‑25

Forward

Estimate

2025‑26

Forward

Estimate

2026‑27

Forward

Estimate

 

$'000

$'000

$'000

$'000

 

 

 

 

 

Additional Marketing

....

....

6 000

....

 

 

 

 

 

Additional Marketing

Tourism plays an important part in the livelihoods of Tasmanians, providing economic, cultural and social value and supporting jobs around the State.

Additional funding of $6 million is provided to continue the delivery of marketing to expanded domestic markets and for the reactivation of international visitation after the COVID‑19 pandemic. The investment will enable the Agency to continue to deliver a balanced portfolio approach, mitigate competition from other destinations and the rapidly increasing cost of media. It will also support air capacity into the state to continue industry recovery, drive demand and provide better access services for Tasmanians. This funding is in addition to funding in 2023-24 and 2024-25 from previous Budgets.


 

Output Information

The Output of Tourism Tasmania is provided under:

·       Output Group 1 ‑ Tourism.

Table 22.2 provides an Output Group Expense Summary for Tourism Tasmania.

Table 22.2:       Output Group Expense Summary

 

2022‑23 

2023‑24 

2024‑25 

2025‑26 

2026‑27 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Minister for Tourism

 

 

 

 

 

 

 

 

 

 

 

Output Group 1 - Tourism

 

 

 

 

 

1.1 Tourism1

43 276 

39 188 

38 454 

38 997 

31 320 

 

43 276 

39 188 

38 454 

38 997 

31 320 

 

 

 

 

 

 

TOTAL

43 276 

39 188 

38 454 

38 997 

31 320 

 

 

 

 

 

 

Note:

1.    The decrease in Tourism in 2023‑24 primarily reflects the completion of the Australian Government Recovery for Regional Tourism Program. The decrease in 2026‑27 reflects the completion of prior year Budget initiatives and the Additional Marketing initiative.


2.     

Output Group 1:    Tourism

1.1 Tourism

Tourism Tasmania delivers a marketing program that connects travellers culturally and emotionally with the State, delivering social and economic benefits shared with all Tasmanians.

This Output primarily undertakes a program of marketing activities that focus on building a strong distinctive tourism brand and delivering marketing campaigns to appeal to targeted customer segments. This is achieved through paid media activities, earned media opportunities and communicating directly with consumers through digital communication channels to ensure Tasmania’s marketing messages are optimised in key Australian and international markets. The design of this program is informed by investment in visitor data, insights and consumer trend analysis that is shared with visitor economy stakeholders.

The Output includes commercial marketing partnerships with access partners, retail travel networks, online travel retailers, and other distributors of Tasmanian tourism products to stimulate holiday sales and bookings to Tasmania.

This Output supports the development and growth of a strong regional tourism network and industry stakeholders. It helps drive visitor expenditure and ensures that the future development and growth of Tasmania’s economy is matched with access capability.

Table 22.3:       Performance Information ‑ Output Group 1

Performance Measure1

Unit of

 Measure

2020‑21 Actual2

2021‑22 Actual

2022‑23 Target

2023‑24 Target

 

 

 

 

 

 

Visitors to Tasmania3

'000

574

797

na

na

Interstate leisure visitation to Tasmania4

'000

474

614

na

na

International leisure visitation to Tasmania5

'000

3

15

na

na

Visitor expenditure

$ million

1 457

2 391

na

na

Local tourism strategies with Regional Tourism Organisations

Number

4

4

4

4

 

 

 

 

 

 

Source: Tourism Research Australia for International Visitor Survey and Tourism Tasmania for Tasmanian Visitor Survey.

Notes:

1.    As the 2030 Visitor Economy Strategy is finalised, new benchmarks and measures will be determined to measure impact, inform reporting and track progress. Tourism Tasmania’s program performance measures are outlined in Tourism Tasmania’s Corporate Plan.

2.    The 2020‑21 figures reflect eight months of visitor data as the capture of Tasmanian Visitor Survey data recommenced in November 2020 due to the COVID‑19 pandemic.

3.    Visitors to Tasmania travelling on scheduled air and sea services are sourced from TVS.

4.    Includes holiday and visiting friends and relatives only, sourced from TVS. It does not include interstate visitors to Tasmania for business, education or other purposes.

5.    Includes holiday and visiting friends and relatives only, sourced from the International Visitor Survey. It does not include international visitors to Tasmania for business, education or other purposes. The 2020‑21 visitation figure was not available at the time of publication of the 2022‑23 Budget.


 

Detailed Budget Statements

Table 22.4:       Statement of Comprehensive Income

 

2022‑23 

2023‑24 

2024‑25 

2025‑26 

2026‑27 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Revenue and other income

 

 

 

 

 

Appropriation revenue - operating1

40 084 

37 745 

37 208 

37 741 

30 382 

Other revenue from government

345 

204 

.... 

.... 

.... 

Grants2

8 409 

.... 

.... 

.... 

.... 

Other revenue

708 

715 

722 

729 

736 

Total revenue

49 546 

38 664 

37 930 

38 470 

31 118 

Total income

49 546 

38 664 

37 930 

38 470 

31 118 

 

 

 

 

 

 

Expenses

 

 

 

 

 

Employee benefits

8 058 

8 505 

8 749 

9 168 

9 511 

Depreciation and amortisation

22 

460 

458 

458 

479 

Supplies and consumables3

32 403 

27 690 

27 087 

27 172 

19 076 

Grants and subsidies

2 589 

2 326 

1 950 

1 985 

2 025 

Other expenses

204 

207 

210 

214 

229 

Total expenses

43 276 

39 188 

38 454 

38 997 

31 320 

 

 

 

 

 

 

Net result

6 270 

(524)

(524)

(527)

(202)

 

 

 

 

 

 

Comprehensive result

6 270 

(524)

(524)

(527)

(202)

 

 

 

 

 

 

Notes:

1.    The variation in Appropriation revenue ‑ operating primarily reflects the profile of funding for prior year Budget initiatives and the Additional Marketing initiative.

2.    The decrease in Grants in 2023‑24 reflects the completion of the Australian Government’s Recovery for Regional Tourism Program.

3.    The decrease in Supplies and consumables in 2023‑24 reflects the completion of the Australian Government’s Recovery for Regional Tourism Program. The decrease in 2026‑27 primarily reflects the completion of funding for prior year Budget initiatives and the Additional Marketing initiative.


 

Table 22.5:       Revenue from Appropriation by Output

 

2022‑23 

2023‑24 

2024‑25 

2025‑26 

2026‑27 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Minister for Tourism

 

 

 

 

 

 

 

 

 

 

 

Output Group 1 - Tourism

 

 

 

 

 

1.1 Tourism1

40 084 

37 745 

37 208 

37 741 

30 382 

 

40 084 

37 745 

37 208 

37 741 

30 382 

 

 

 

 

 

 

Tourism Tasmania

 

 

 

 

 

Total Operating Services

40 084 

37 745 

37 208 

37 741 

30 382 

 

40 084 

37 745 

37 208 

37 741 

30 382 

 

 

 

 

 

 

Appropriation Rollover

345 

204 

.... 

.... 

.... 

 

 

 

 

 

 

Total Revenue from Appropriation

40 429 

37 949 

37 208 

37 741 

30 382 

 

 

 

 

 

 

Controlled Revenue from Appropriation

40 429 

37 949 

37 208 

37 741 

30 382 

 

40 429 

37 949 

37 208 

37 741 

30 382 

 

 

 

 

 

 

Note:

1.    The variation in Tourism primarily reflects the profile of funding for prior year Budget initiatives and the Additional Marketing initiative.


 

Table 22.6:       Statement of Financial Position as at 30 June

 

2023 

2024 

2025 

2026 

2027 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Assets

 

 

 

 

 

Financial assets

 

 

 

 

 

Cash and deposits1

712 

Receivables1

852 

297 

297 

297 

297 

 

1 564 

298 

298 

298 

298 

 

 

 

 

 

 

Non-financial assets

 

 

 

 

 

Property, plant and equipment

223 

168 

146 

124 

102 

Intangibles2

.... 

1 744 

1 308 

872 

436 

Other assets1

238 

362 

362 

362 

362 

 

461 

2 274 

1 816 

1 358 

900 

 

 

 

 

 

 

Total assets

2 025 

2 572 

2 114 

1 656 

1 198 

 

 

 

 

 

 

Liabilities

 

 

 

 

 

Payables1

633 

235 

235 

235 

235 

Employee benefits1

1 577 

1 659 

1 725 

1 794 

1 538 

Other liabilities

10 

10 

10 

10 

10 

Total liabilities

2 220 

1 904 

1 970 

2 039 

1 783 

 

 

 

 

 

 

Net assets (liabilities)

(195)

668 

144 

(383)

(585)

 

 

 

 

 

 

Equity

 

 

 

 

 

Accumulated funds

(195)

668 

144 

(383)

(585)

Total equity

(195)

668 

144 

(383)

(585)

 

 

 

 

 

 

Notes:

1.    The variation in this item reflects revised estimates based on 30 June 2022 actuals.

2.    The variation in Intangibles reflects the treatment of Tourism Tasmania’s new Discover Tasmania website launched in 2021‑22.

 


 

Table 22.7:       Statement of Cash Flows

 

2022‑23 

2023‑24 

2024‑25 

2025‑26 

2026‑27 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Cash flows from operating activities

 

 

 

 

 

Cash inflows

 

 

 

 

 

Appropriation receipts - operating

40 084 

37 745 

37 208 

37 741 

30 382 

Appropriation receipts - other

345 

204 

.... 

.... 

.... 

Grants

2 736 

.... 

.... 

.... 

.... 

Other cash receipts

708 

715 

722 

729 

736 

Total cash inflows

43 873 

38 664 

37 930 

38 470 

31 118 

 

 

 

 

 

 

Cash outflows

 

 

 

 

 

Employee benefits

(7 047)

(7 364)

(7 559)

(7 922)

(8 513)

Superannuation

(1 011)

(1 077)

(1 124)

(1 177)

(1 254)

Grants and subsidies

(2 589)

(2 326)

(1 950)

(1 985)

(2 025)

Supplies and consumables

(32 403)

(27 690)

(27 087)

(27 172)

(19 097)

Other cash payments

(204)

(207)

(210)

(214)

(229)

Total cash outflows

(43 254)

(38 664)

(37 930)

(38 470)

(31 118)

 

 

 

 

 

 

Net cash from (used by) operating activities

619 

.... 

.... 

.... 

.... 

 

 

 

 

 

 

Net increase (decrease) in cash and cash equivalents held

619 

.... 

.... 

.... 

.... 

 

 

 

 

 

 

Cash and deposits at the beginning of the reporting period

93 

Cash and deposits at the end of the reporting period

712