Tasmania, “an island off an island at the edge of the world,” as Sarah Kingston Clark, CEO of Tourism Tasmania calls it, is sharpening its focus on the United States market as it leans into regenerative travel, culinary innovation and value-over-volume growth.
The island is one of only a handful of destinations that is both carbon neutral and powered by 100% renewable electricity. Clark, who is a Tasmanian native and has spent much of her career in North America, calls the destination “a natural sanctuary.”
In June 2025, Tasmania welcomed 48,665 visitors from the U.S., who spent $124.1 million. That represents 19.9% year-on-year growth in visitors and a 142.9% increase in spend. U.S. visitors stayed 436,446 nights, with average spend per visitor at $2,551; average spend per night hitting $284; and average length of stay rising to nine nights.
In June 2025, Tasmania welcomed 48,665 visitors from the U.S.
Credit: 2025 Tourism Tasmania
Overall, Tasmania now receives about 1.3 million visitors in a 12-month period, generating $3.5 billion in visitor spend and supporting one in six jobs across the state. Around 85% of visitation is domestic and 15% international, but the tourism board’s 2030 visitor economy strategy aims to raise the international visitation figure to 20% — and, as the U.S. is currently its largest external source market, the team considers it “absolutely critical” to future growth.
A Different Way to Vacation
The demand for meaningful experiences is growing among travelers, and people are becoming more interested in learning from local experiences rather than simply relaxing on a beach or only exploring the surface level of a destination.
“I think people are looking for a regenerative holiday experience that's not just flop and drop,” Clark said. “They want to actually go somewhere totally different and meet locals and not just sit on the beach.”
Many are specifically interested in where their food comes from and in meeting the “makers” behind local produce, wine and whiskey, which is driving demand for agritourism and culinary experiences.
Tasmania is also positioning itself firmly away from ultra-formal, traditional luxury and toward what Clark describes as “rugged, relaxed luxury.”
Visitors can enjoy hands-on, nature-driven activities such as shucking oysters, kayaking on alpine lakes in reclaimed timber kayaks, truffle hunting with dogs or joining small-boat excursions where guides harvest and cook seafood straight from the water.
Tasmania’s Long-Term Goals
Sustainability and community benefits sit at the core of Tourism Tasmania’s long-term strategy.
Visitors in Tasmania can enjoy hands-on, nature driven activities such as kayaking.
Credit: 2025 Tourism Tasmania“We’ve got a 2030 visitor economy strategy, which is all about positive impact,” Clark said. “We [are looking for] a sustainable future, so we need to make sure that we’re not doing anything negative to the environment.”
In addition to a wider marketing strategy that builds on overall destination awareness, the tourism board is also looking to attract off-season winter visitors with a campaign highlighting the island’s crisp weather, dark skies and seasonal products such as oysters, which taste better in cooler months.
“I definitely want to hit my goal of 20% international visitation,” Clark said. “Growing internationally is really important, not just to balance out the reliance from a domestic perspective, but also to get that great cultural mix on the island. It’s not growth for growth’s sake — it’s about value over volume, and really [giving back] to the destination that is my home and making sure it’s a great place to live for Tasmanians, as well.”
Getting There
Visitors can access the island via short connections from Sydney, Brisbane and Melbourne; the latter is the quickest option, about 1 hour and 15 minutes from Tasmania by air. A direct flight from Auckland, New Zealand, to Hobart, Tasmania, operates during the U.S. winter, and Hobart’s runway has recently been strengthened to accommodate wide-body aircraft, with a direct service from Asia anticipated within the next 18 months.
