Tasmania, Australia, presents a unique meld of city living and stunning natural landscapes amid a temperate climate. Known for its culture of innovation and tight-knit communities, it stands as a safe and appealing choice.
Discover the 'Little Tasmanian' initiative by Brand Tasmania, aimed at introducing the region's essence to its youngest citizens.
Explore Tasmania's appeal as a place to live and work, spotlighting its sustainability ambitions and its 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 546,000, 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.
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. The lead singer of a Tasmanian punk band reads the book aloud on the project's website for parents who are not yet comfortable reading.
Todd Babiak on How Brand Tasmania Took Off: Its Development and Storytelling
Todd Babiak, a passionate storyteller and currently the CEO of Brand Tasmania, takes us on his journey of developing Tasmania’s place brand. He explains how Tasmania has worked against the odds of its geographical isolation and somewhat unfavourable image to develop a strong brand narrative that is receptive, appealing, and competitive.