Tourism Industry Council of Tasmania’s Luke Martin said the fresh campaign is designed to raise awareness of how all industries and sectors can contribute to the state’s tourism future.

The six-week Tourism. It’s a team effort campaign uses vignettes telling the stories of workers across different sectors, including an apprentice carpenter working on the Silo Hotel project in Launceston, and a publican at Triabunna.

“Tourism. It’s a team effort celebrates the everyday achievements of employees and volunteers in the industry,” Mr Martin said.

“In launching this campaign we strive to raise awareness beyond Tasmania as a destination and instill a sense of pride for the outstanding team effort from every corner of Tasmania that goes into building our reputation as a world-leading destination.”

Tasmania’s year-on-year growth of about 7 per cent growth in visitor numbers over the past five years has given the tourism industry a strong boost into the future, and generated discussion over how the state can manage visitor numbers and infrastructure demands.

“Latest figures reveal that over 35,000 people are now either directly or indirectly employed within the industry and none of [Tasmania’s] world class destinations and experiences would be made possible without the hard work and effort put in by these employees and volunteers,” Mr Martin said.

The campaign launched in Hobart on Sunday, showcasing the two television commercials, and will use fourteen personal stories of tourism operators and contributors from across the state to help further the conversation about what kind of tourism Tasmania wants to offer.

Mr Martin said the tourism industry is already ahead of visitor numbers and investment goals that were set for 2020, suggesting that the state will meet its goals and go beyond.

The campaign will be complemented by a website itsateameffort.com.au