'Winter activation plan' needed to boost Launceston tourism in colder months, capitalise on Dark Mofo: Luke Martin

Tourism Industry Council Tasmania chief executive Luke Martin said there were already conversations happening around how to kick Launceston's visitor economy up a gear but stressed that an "aggressive" approach was needed to address the bane of the tourism industry: seasonality.

Dark Mofo has transformed the historically barren winter tourism season in Hobart.

But Mr Martin is concerned that the North and North-West of the state are missing out on the opportunities presented by the uptick in visitors to the South at this time of year.

"With a couple of new hotels going up [in Launceston], and the plans for more in the pipeline, we clearly need to do a series of things to make sure that the occupancy is supported over these winter months," Mr Martin said.

He said a series of "distinctly Launceston" events were needed to attract visitors to the North in winter.

"My view is that we're better off finding events that ... build on the brand of what Launceston is - to me, that is around food and wine, around the arts and culture and Junction [Arts Festival] and the Princess Theatre and Albert Hall," he said.

The planned Albert Hall upgrades, for which both major parties promised $10 million during the election campaign, needed to be fast-tracked to "activate" Launceston in the winter, according to Mr Martin.

City of Launceston mayor Albert van Zetten said council was looking to bring more events to the city for the June-July period, which he said would be "extremely important" to do.

He also said he doubted the new hotels set to open in Launceston would have been proposed if the owners didn't think there would be enough for occupants to do in the city.

"We continue to work with tourism and other stakeholders to see what other events we can find for this great city," Cr van Zetten said.