New Tourism Industry Council Tasmania boss Amy Hills calls on state tourism industry to be ‘bold’

The new head of the state’s peak tourism body says the industry needs to be “bold and ambitious” to stay ahead, as people return to overseas travel post Covid. Her plans >

Tourism Industry Council Tasmania CEO Amy Hills at Hobart. Picture: Chris Kidd

The new head of the state’s peak tourism body, Amy Hills, says the industry needs to be “bold and ambitious” as people return to overseas travel post Covid.

She says she’s excited to be at the helm of the Tourism Industry Council Tasmania “at a critical time”. 

“Industry and government are on the cusp of cementing their vision for the visitor economy through the new 2030 strategy, and who wouldn’t want to be involved in such an important milestone,” Ms Hills said.

“As a destination, Tasmania has done exceptionally well but there’s no room for complacency – we continue to exist in a competitive market, competing for visitor dollars so we need to stay ahead of the game and continually innovate.

“Covid was incredibly challenging for the tourism industry, but there is no denying that due to the resilience of the industry – the visitor economy rebounded to recently experience record visitor spend.

Tourism Industry Council Tasmania CEO Amy Hills at Hobart. Picture: Chris Kidd

“But you only have to look at social media at this time of year, to see how many friends and family are heading back overseas during winter – meaning we’re going to need to work even harder to compete going forward.

Ms Hills said the 2030 strategy needed to address workforce challenges especially in regional areas where it was difficult to accommodate workers due to a lack of housing.

She said a focus also needed to be on ensuring visitors made a greater contribution to the state.

“That can come in the form of increased spend from visitors in our communities or ensuring they get out into our regions year-round.

“Modelling shows that visitation to Tassie will grow but it’s the way we can influence and manage that, which will make the biggest difference.

“We need to be bold and ambitious. That means industry will be working to reduce its emissions, we’ll be breaking down the barriers to young people finding a career in tourism and hospitality and we’ll be working to actively increase the number of Tasmanians employed in our industry.” 

Luke Martin stepped down as CEO of the Tourism Industry Council Tasmania to take up a role as Salmon Tasmania chief. Picture: Nikki Davis-Jones

Ms Hills agrees with former TICT CEO Luke Martin that a master plan is long overdue for kunanyi/Mt Wellington.

“This is one of Hobart’s major tourism drawcards – and at the moment, the access and amenity is not where it needs to be.

“After years of debate, the various stakeholders with an interest in the mountain need to come together urgently to work on master-planning for the mountain.”

The Macquarie Point stadium, she says, presents many opportunities in terms of jobs and the economy.

“One of my first priorities will be ensuring that tourism and visitation interests are factored into planning for the urban renewal of Macquarie Point, the new stadium and the team.

“Enticing visitors to Tasmania during the colder months is a key part of our strategy – a stadium with year-round activity, incorporating a focus on interstate visitation, can only contribute to our objectives.”

Rising to the role

Amy Hills is in little doubt she has the “one of the best jobs in Tassie”.

“When you’re able to work in an industry that you’re passionate about, truly believe in its contribution and use your skills and experience to represent that industry – there’s no better match,” she says.

The new head of the Tourism Industry Council Tasmania grew up the eldest of three children, was educated in Launceston and one of the first in her family to go to university.

“I knew at that early stage that I had a passion for media as well as public policy so I studied media studies, political science and law at the University of Tasmania.

“As it turns out, I never finished my law degree because I was convinced to head along to the selection process for the ABC cadet program for experience and then ended up getting the role.

Tourism Industry Council Tasmania CEO Amy Hills at Hobart. Picture: Chris Kidd

“So that started my media career, learning the ropes as a cadet and then eventually working as a political reporter.”

Smart, affable and hard-working, Ms Hills, 42, has held key roles in media including two stints at the ABC and as a government adviser including in the health department.

She was director of communications for former Premier, Peter Gutwein, chief of staff to government Minister Guy Barnett and most recently Premier Jeremy Rockliff’s principal tourism and trade advisor.

Ms Hills also was Tourism Tasmania’s director of strategy, industry and government as well as a period as chief operating officer.