Tasmanian tourism boom fuelled by locals and 'slow travel' trend
A Tassie tourism boom has seen visitor spending hit $3.6bn as travellers abandon tick-box tourism for slower experiences that connect them with nature. SEE OUR HOT SPOTS >>
A key Tasmanian tourism survey has shown that a 7.3 per cent increase in intrastate trips by Tasmanians contributed to a bigger spend of $3.6bn in the year to the end of June 2025.
“Although Tasmanians took fewer overnight trips, they spent more per trip and per night away, while also taking slightly longer trips,” the Tasmanian Tourism Snapshot revealed.
The report also showed that the state welcomed a record 1.348 million visitors in the year to June 2025, up 3.6 per cent from 2024.
“Visitors’ average spend has remained stable while their average trip length has dropped by just under half a night in the state,” the snapshot said.
“A record summer and autumn has lifted visitation to 1.348 million visitors in June 2025 – a record for a year ending June, up 3.6 per cent year-on-year, up 5.3 per cent on June 2023 and 2 per cent above pre-Covid levels in June 2019.
“Visitors stayed 12.79 million nights in the state, remaining stable compared to June 2024, maintaining an 18 per cent increase on June 2019.
Visitors to the South were significantly higher than other regions of the state despite a 4.6 per cent decrease to 1.069 million visitors and a 10 per cent reduction to 5.8 million in the number of visitor nights.
The North had 748,000 visitors, the North-West 554,400 visitors, West North-West 572,600, East Coast 440,700 and the West Coast 212,000.
Queensland emerged as a key provider of visitors to Tasmania with an increase of 239,000 visitors in the year to June 2025.
The snapshot showed Queensland’s 14 per cent increase in visitor numbers was higher than that provided by the traditional markets of Victoria (8.6 per cent) and New South Wales (6.1 per cent).
The tourism spend by Queenslanders also increased by 18.6 per cent as more than half of visitors (55 per cent) cited a holiday as their reason for their visit.
General manager SeaLink Tasmania Simon Hamlyn said interstate and intrastate visitors were increasingly looking for experiences that helped them slow down, connect with nature and explore at their own pace.
“Bruny Island delivers all of that and much more,” he said.
“The island reveals its best moments when you stay longer, whether that’s watching the first light from The Neck or tasting local produce straight from the source.”
SeaLink Bruny Island operates the ferry service from Kettering to Bruny Island.
It provides 32 daily crossings from Monday to Friday, 31 crossings a day on Saturdays, and 30 on Sundays.
The trip takes about 15 minutes, transporting travellers, vehicles and essential supplies across the D’Entrecasteaux Channel.
Mr Hamlyn said that while day trippers could catch a glimpse of the island’s highlights, Bruny truly came alive when one slowed down, stayed overnight and savoured everything it had to offer.
He said that Bruny Island had traditionally been known as an easy escape from Hobart with a short ferry ride, a day of beaches, and a return trip before sunset.
“But those who stay a little longer soon discover a much richer story to savour,” he said.
Tourism Industry Council Tasmania CEO Amy Hills agrees saying travellers are looking for destinations and experiences where they can slow down, disconnect and connect with nature.
“Tasmania provides a perfect opportunity for this type of travel and operators are increasingly working to provide product and experiences which speak to that,” she said.
“Travellers are looking for experiences rather than ‘tick box’ activities.
“They want to connect with real people and experience authenticity and Tasmania provides that in spades.”
Mr Hamlyn cited attractions on Bruny which encouraged travellers to spend more time on the island including:
SUNRISE or sunset from The Neck Lookout without the single-day-trip rush.
A TASTE of the island’s premium produce – oysters, cheese, artisan bread, craft beer, whisky, and wine.
ENCOUNTERS with wildlife, including rare white wallabies, sea eagles, and dolphins that frequent Adventure Bay.
HIKES and wanders across South Bruny National Park trails, then relax at your lodge.
SLEEPING island-side and waking up to sea-mist, birdsong and wild coastlines.
In addition to operating the ferry service, SeaLink also partners with a range of local tour operators, accommodation providers, and producers to make booking a multi-day stay seamless and rewarding.
Mr Hamlyn said that to help visitors plan their stay, SeaLink Bruny Island offered a selection of ready-to-book experiences developed with some of the island’s leading accommodation and tour partners.
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