The George Town Destination Action Plan – a collaboration between council, state government and Tourism Northern Tasmania – is the latest in a number of similar plans rolled out since 2016, which seek to help communities tap into the state’s tourism market.

Priorities outlined by the plan include fostering local leadership and improving the marketing of the region for tourists within Tasmania and further abroad, along with developing the infrastructure and visitor services to match an increased demand.

Supporting the George Town Council develop a tourism master plan and a recreational mountain bike park are highlighted as key goals.

Announcing the plan in George Town on Sunday, State Growth Minister Peter Gutwein – who lives in the region himself – said the area received more than 62,000 interstate and overseas visitors last year.

“Tourism is one of Tasmania’s great competitive strengths, supports over 38,000 jobs in every corner of the state and is a major reason why our economy is growing so strongly,” Mr Gutwein said.

“Tasmania’s regions are home to some of the best food, wine and beverage experiences in the world including a great selection of vineyards, cellar doors, wine and food festivals, distillery tours, cooking schools, paddock to plate experiences and fantastic cafes, bars and restaurants.

“With a record number of visitors coming to our state, it is important that we ensure we give them the best experience possible, and the development of George Town’s Destination Action Plans will assist in this.”

Maureen Lacey, a member of the plan’s community-led leadership group, said it was important to “get tourism into grassroots areas”.

“One of the key things we identified as a region was a sense of identity, what is our identity, what do we stand for and what do we offer?” she said.

“That’s sort of a work in progress because the better we understand that, the better we can communicate that to others.”

George Town Mayor Bridget Archer reiterated there was “so much” in the region for visitors to see.

“I think it really is an undiscovered part of the state,” Ms Archer added.

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