Spotlight:Tasmania
Tasmania, Australia, offers an extraordinary blend of vibrant urban life and breathtaking natural landscapes, all within a gentle, temperate climate. Revered for its culture of creativity and close-knit communities, it stands out as a safe and inspiring place to call home.
In this showcase, experience pioneering initiatives like Little Tasmanian, nurturing a deep connection with the island’s spirit in its youngest generation, and Tasmanian Scent, which evokes the island’s essence through a unique sensory journey.
Discover why Tasmania is not only a desirable place to live and work but also a leader in sustainability and wellbeing, as highlighted by the recent Health Attraction campaign.
Living in Tasmania
Until the early 21st Century, Tasmania was considered a sleepy place – often misunderstood and overlooked, left off the map of Australia. Yet in the last 20 years entrepreneurs, artists, and others have found it to be an ideal workshop. Once, Tasmania was known primarily for its wilderness. Today, visitors and migrants also come for food and wine, for boutique tourism and industries, and for arts institutions and festivals.
The state is net-zero and runs on 100% renewable electricity. The University of Tasmania was recently named the number one university in the world for climate action by the Times Higher Education rankings.
Tasmania has some of the best bushwalking and most beautiful beaches in Australia. By contrast, the cities buzz with shops, restaurants, and local markets. With a population of just over 578,000, Tasmania has a warm and highly connected community, and it is one of the safest places in the world.
Stories from Tasmania
What is there to do in Tasmania?
When a local entrepreneur named David Walsh opened the largest privately funded museum in the Southern Hemisphere in 2011, something changed. MONA, this “museum of sex and death” at a winery, inspired new conversations about what had been in Tasmania all along: inventive, charismatic, sometimes naughty people doing special things in a special place.
Today, you can experience wetlands, mountain ranges, stunning coastlines, rainforests, and some of the most unique and adorable wildlife in the world. While “mainland” Australians find it cool, Tasmania has a mild, temperate climate – perfect conditions for sparkling wine and pinot noir.
Working in Tasmania
Like most places in COVID recovery, Tasmania has a labour shortage. The state is seeking health professionals, construction workers, coders, and people seeking careers in tourism and hospitality, agriculture, and education. Here are some resources to get you started.
Tasmania's proximity to Antarctica and the Southern Ocean also makes the island ideal for multiple scientific study and research institutions, including the Institute of Marine and Antarctic Studies (IMAS) and CSIRO Hobart Marine Laboratories, which attract scientists from around the globe.
The state is also a hub for entrepreneurs. In fact, 97% of the business population is comprised of small businesses and the region has one of the highest business survival rates in Australia. Learn more about starting or moving your business to Tasmania or find your next career move here.
Which region is right for me?
Though Tasmania might appear small on the world map, it is actually similar in size to Ireland, Switzerland or the U.S. state of West Virginia. Living on an island, you'll never be too far from the coast, but the lifestyle and landscape varies significantly from region to region.
Lovers of city life will find what they are looking for in the harbourside capital of Hobart, where nearly half of the island's residents live. The unique combination of liveliness and livability is one not often found in other capital cities around the world. Commutes are short and nearby mountains and beaches make for the perfect after work escape.
Looking for more of a small town vibe? Launceston is Tasmania's second largest city and strikes a comfortable balance between urban and small town feel. In the North East region you'll find vineyards, mountain biking trails and some of Australia's best golf courses.
Want a bit more space to spread out and breathe in the fresh air? Explore Tasmania's North West. Enjoy life by the ocean where "farm to fork" and "sea to table" will become your norm.
Shaping Brand Tasmania
What does it take to create a strong region, to communicate what it stands for, its identity and future ambitions? Place branding is the art and science to bring it all together, and Brand Tasmania has done a stellar job. The region's brand management is often referred to as example to follow, and rightly so. Below are a few of their most innovative and rewarding initiatives.
Little Tasmanian
Brand Tasmania's Little Tasmanian project aimed to improve literacy among young Tasmanians by playing an earlier role in the lives of new families. The project team wrote a baby board book called Little Tasmanian, which tells the stories of four Tasmanians who overcame adversity to pursue their passions in Tasmania. The book is baby-friendly, and a Tasmanian illustrator created "Little Tasmanian World" using Tasmanian software.
The project team worked with nurses to ensure that the book was part of a positive experience for families during the first home visit. The Little Tasmanian bag given to families during the visit includes a book, a Tasmanian onesie, a voucher for a library card, and magnets outlining milestones for the first 1,000 days. The project has been successful, and the book is translated into 28 languages. It is also available in a video format on the project's website for parents who are not yet comfortable reading.
Tasmanian Scent
We experience places through all our senses, and the Tasmanian scent project is one part of the sensory journey Brand Tasmania has been keen to explore further. Tasmanians often share stories about their home state that are connected to sensory experiences: the taste of the food, the sounds of birds, the smell of fresh air. Scent came up a lot: the unique fragrances of leatherwood honey or Huon pine, the smell of gum trees on a bush walk, seaweed on the coast at low tide.
The Tasmanian Mark
Tasmanian producers are passionate about making quality products and providing services that meet the needs of consumers locally, nationally and internationally. The Tasmanian Mark operates as a ‘place of origin’ marker and is part of a targeted effort to differentiate Tasmanian products and services in local, national and international markets, and to derive more value for everything Tasmanian. Tasmania is the place. Tasmanian represents the people and what they do.
Meet the Team
Todd Babiak
As CEO of Brand Tasmania, Todd focuses on creating collaborative partnerships across government, industry, and community sectors. His work highlights Tasmania's transition from a historically underestimated place to a thriving community of artisans and entrepreneurs.
Jess Radford
As Director of Place Branding and Operations at Brand Tasmania, Jess makes it all happen. Her leadership reflects her commitment to sustainability, community engagement, and authentic storytelling, ensuring Tasmania’s brand remains strong and resonant.
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Our thanks to Brand Tasmania for sharing resources and information supporting our overview of Tasmania as location to live and work.
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