Almost a million people visited Tasmania in the last financial year, according to figures released today.
About 961,600 people travelled to the state during the year ending June 2013, not including cruise ship visitors - a 12 per cent increase on the previous year.
These tourists spent a total of 8.39 million nights in Tasmania, staying 8.7 nights and spending $1568 each on average.
More than a quarter were first time visitors to the state.
Tourism Tasmania chief executive officer John Fitzgerald said younger visitors from Victoria and New South Wales contributed to the improved resutls.
''This is a sign that the perceptions and brand position of Tasmania is moving into positive new territory and that we are becoming more appealing to a wider audience,'' Mr Fitzgerald said.