Measuring Progress

Updated May 2017

In building our visitor economy, Tasmania looks beyond just visitor numbers to also measure what visitors are delivering to the Tasmanian community.

T21 – The Tasmanian Visitor Economy Strategy measures five key indicators of growth in the Tasmanian visitor economy and progress towards achieving annual visitor numbers to Tasmania of 1.5 million by 2020. These indicators are:

  • Volume – the number of visitors coming to Tasmania
  • Expenditure – how much visitors are spending in Tasmania
  • Employment – how many jobs being created in Tasmania
  • Dispersal – the regional share of all visitor nights spent in Tasmania
  • Satisfaction – the quality of experience of our visitors.

Volume

Measuring how we are tracking towards our target of annual visitor numbers to Tasmania of 1.5 million by the year ending December 2020. Visitor Growth generates additional visitor spending, job creation and regional dispersal.

Visitor numbers

Data source: Tasmanian Visitor Survey,Tourism Tasmania
Base line: 1,068,000 visitors for YE 2014
Progress: 1,236,400 visitors for YE 2016
2020 goal: 1,500,000 visitors for YE 2020

Expenditure

How much our visitors are spending across the Tasmanian economy is a measure of the export value of the Tasmanian visitor economy. Increased visitor spending generates capital investment and employment growth.

Visitor spend May 2017

Data source: Tasmanian Visitor Survey,Tourism Tasmania
Base line: $1.75 billion for YE 2014
Progress: $2.14 billion for YE 2016
2020 goal: $2.47 billion for YE 2020+

Employment

How many direct and indirect jobs within the Tasmanian visitor economy measures growth in the tourism industry, capital investment, and its flow through the broader Tasmanian economy.

Employment May 2017

Data source: Tourism Satellite Account, Tourism Research Australia
Base line: 15,200 direct + 17,000 indirect for FY13/14*
Progress: 17,500 direct + 19,200 indirect in FY 2014-15
2020 goal: 20,000 direct + 30,000 indirect for FY20/21++**


* In 2014-15, the Australian Bureau of Statistics and Tourism Research Australia conducted a review of supply-side data and adjusted key industry ratios used for calculating the contribution of tourism in the national and state Tourism Satellite Accounts. As  a result of the review and new benchmarks, the previously reported base line figures for tourism employment in Tasmania in 2013-14 have been readjusted.

** With the adjustment in baseline data, the previously documented 2020 goal for indirect employment in Tasmania has also been readjusted by the same amount.

Dispersal

Measuring the share of all visitor nights spent outside Hobart City is a practical measure of whether regional Tasmania is sharing in the visitor growth.

Visitor nights

Data source: Tasmanian Visitor Survey, Tourism Tasmania
Base line: 66% of visitor nights in Tasmania were outside Hobart City for YE 2014
Progress: 68% of visitor nights in Tasmania were outside Hobart City in YE 2016
2020 goal: 66% of all visitor nights in Tasmania are outside Hobart City

Satisfaction

Measuring visitors’ levels of satisfaction with their Tasmanian trip is a useful indicator of the extent to which the destination and the workforce have exceeded expectations. This is likely to result in more word-of-mouth endorsement and repeat visits.

Visitor satisfaction

Data source: Tasmanian Visitor Survey, Tourism Tasmania
Base line: 51% of visitors were very satisfied with customer service in YE 2014, and 29% were very satisfied with value for money
Progress: 54% of visitors were very satisfied with customer service in YE 2016 and 33% were very satisfied with value for money
2020 goal: 60% and 35%

+ Assumes the average spend per visitor in 2014 is the same in 2020

++ Based on known variables as at 2014-15