The survey drew 731 respondents from Australia and overseas and asked how Tasmania is perceived. 

Positive perceptions of Tasmania were rated at 8.4 out of 10 and results showed 83 per cent of people thought Tasmania’s reputation was improving.

Brand Tasmania senior manager Martin Turmine said this is an improvement on the previous year, and shows Tasmania is continuing to build on its brand. 

“We live here, we hear of the struggles … of the challenges of the state's economy on a daily basis and when you hear that you think we’ve got some challenges,” he said. 

“But when you read and see the results of what other people think about us and ... it has remained so positive despite the challenges it just shows how strong we are.

“We allowed the respondents to make comments and by and large those products are positive.”

The survey also asked respondents to list words they associated with the state. The top three that came up were clean, beautiful and natural, with friendly, scenic and food also making the top 10

Mr Turmine said the feedback they received from the survey was consistent with the brand they are trying to create for the state. 

“There’s no doubt there’s challenges to the brand and there always will be and they are economic, they are political, they are social, they are infrastructural risk, but they are present in any jurisdiction, state or country,” he said. 

“Where we work hard is to promote the good news stories and the government and others work hard to ensure that any gaps in the perception are minimised so we've got to avoid those risks to the brand where possible.”

Mr Turmine said having a strong brand influences the purchasing decisions of people. 

“When a person is thinking about somewhere to go on a holiday, when they've sat down at a restaurant and are looking at the wine list or looking at the menu, Tasmania is front of mind,” he said. 

He added it helps the state remain competitive and makes Tasmanian produce favourable. 

“There’s no doubt it’s helping our growth in tourism,” Mr Turmine said.

“We hope long term it helps the growth in numbers of people that migrate to Tasmania.”