By Jon Michail

Tasmania, with an area of 68,401 km² is the smallest state in Australia. A hidden gem from the mainland, Tasmania is already a destination brand, though this remarkable place does not receive the attention it deserves. That is hopefully set to change, with the Brand Tasmania Council recently becoming a new statutory body.

The independent Brand Tasmania Council was established in July 1999 to formulate and promote a place-of-origin branding initiative for Tasmania. Exporters in a diversity of industry sectors made this move when they found they had a common need for a coherent story about Tasmania.

The initiative was genius – with the island state now recognised nationally and internationally for its incredible produce and quality exports.

Transitioning to a statutory body is a smart move, and recognises what the council has built. Tasmania knows what an incredible asset their unique brand really is, and that the authenticity of that brand should be protected beyond the politics of the day.

“Tasmania is an incredible brand success story that could easily have been very different.”

As the Chairman of the Brand Tasmania Council, Michael Grainger, said: “There is no doubt, Tasmania’s brand is one of our greatest assets, and there has never been a better time to promote our State and our reputation than now.

“Tasmania is in demand. Our produce is a ‘must have’ and as a destination we are a ‘must see’.”



Sullivans Cove’s award-winning whisky. Image: TasVacations

Tasmania produces award-winning world-class whisky and gin. Food grown in Tasmania is GM-free. The entire State has a moratorium on any use of gene technology in the commercial production of food.

In addition:

  • Hormonal growth promotants and antibiotics are banned in cattle;
  • Tasmania is free from many of the major pests and diseases, such as mad cow disease, foot and mouth disease, rabies and rinderpest;
  • Tasmania is the only State in Australia free from fruit fly, potato cyst nematode and tobacco blue mould;
  • Chemical usage is low due to the absence of major pests and diseases; and
  • Tasmania has some of the world’s most stringent quarantine policies and its biosecurity has been described as ‘unique’.

“The Apple Isle” also produces world-class cheese, seafood, and meat for export. Image: Brand Tasmania


“Through the new statutory authority we will turn up the spotlight that’s already shining on our people, place and produce – which are the best in the world,” Mr Grainger says.

“This will give us a louder and clearer sales pitch that all Tasmanians can use.”


Wineglass Bay in Freycinet National Park. Image: Discover Tasmania

Delegating authority away from parliament will also prevent Brand Tasmania issues from becoming partisan issues. This will mean plans can be safeguarded and kept consistent despite shifts in government.

Tasmania is an incredible brand success story that could easily have been very different. With the devastating persecution of the Aboriginal population, a grim convict heritage, and the rest of Australia making sly jokes about Tasmanians being backward and inbred, brand Tasmania could easily have become just another cultural cringe.

Instead, Tasmania is known for its beautiful natural landscapes, well-preserved convict sites, and Indigenous and modern art.


The former convict settlement of Port Arthur is now an open-air museum. Image: Martin Pot

Tasmanians breathe some of the world’s cleanest air, boast of one of the world’s best beaches, and safeguard the last refuge of several mammals that once roamed the Australian continent.  


You won’t see a Tasmanian Devil in the wild anywhere else. Image: Wicked Walkabout

Animals, birds and plants that you won’t see anywhere else flourish in Tasmania, with nearly half of the State protected.

“Tourism isn’t the only industry to benefit from a strong Tasmanian brand.”

The Tasmanian Wilderness World Heritage Area was listed for its unique wildlife, ancient plants, breathtaking landscapes and rich cultural heritage. It covers over 1.4 million hectares –  about 20 per cent of the main island of Tasmania.


Cradle Mountain National Park. Image: Wicked Walkabout

Tourism isn’t the only industry to benefit from a strong Tasmanian brand. Although with the future of Australia’s incredible Great Barrier Reef so uncertain, it would hardly be a surprise if other states decided to put their unspoilt, natural attractions forward as alternative tourism hot spots.



The red lichen covered rocks, white sand, and aqua blue waters set Tasmania’s Bay of Fires apart as a must-see destination. Image: Claudia Bouma

Tasmania has consolidated its reputation over recent decades as Australia’s gourmet island, and 25 per cent of Australia’s export vegetables are grown in the rich brown soil of the north-west.

Tasmania’s award-winning cheeses, seafood, world-famous honey, meat, and whisky are in high demand both overseas and in mainland Australia.

Other industries to benefit from a strong brand include the clothing, textiles and footwear industries, and those that rely on forestry and timber from the state’s unique and highly-prized hardwoods.

What do you think about the Brand Tasmania Council becoming a new statutory body? I’d love to hear from you.

Jon-Michail-Image-Group-InternationalJon Michail and his team at Image Group International partner with their clients to achieve breakthrough results with contrarian and disruptive ways to grow and monetise their personal and business brands. A veteran, multi-award winning coach and author with a Who’s Who clientele, Jon is the CEO and Founder of Image Group International, an Australian-based corporate and personal brand image advisory and coaching organisation that conducts transformational seminars, workshops and one-on-one coaching in over four continents. He is recognised as Australasia’s No. 1 Image Coach.