How Social Media Can Transform Your Tourism Business in Tasmania
- Kirsty Dryburgh
- 5 days ago
- 5 min read
In the competitive world of Tasmanian tourism, having a world-class product is only half the battle. Whether you are running a boutique B&B in Hobart, a wilderness retreat in Strahan, or a food tour in Launceston, your potential guests are looking for you long before they board a plane or the Spirit of Tasmania. They are on their phones, scrolling through Instagram, TikTok, and Facebook.
At Social Bothy, we’ve seen firsthand how a strategic social media presence can transform a local business from a "hidden gem" into a "must-see" destination. Here is how social media can transform your tourism business in Tasmania.
1. Putting Your Location on the Digital Map
Tasmania is a land of diverse micro-regions. While many travellers start their journey in Hobart, social media allows you to draw them further afield to places like Devonport or the rugged West Coast.
By using location tags and geo-targeted content, you aren't just selling a room or a tour; you’re selling the destination. When you post a reel of the mist rising over Macquarie Harbour in Strahan, you are positioning your business as the gateway to that experience. Social media levels the playing field, allowing regional operators to compete with big-city attractions by showcasing the unique, "off-the-beaten-path" magic that Tasmania is famous for.
2. Leveraging the Power of “Social Proof”
In tourism, trust is currency. Before booking, modern travellers look for User-Generated Content (UGC)—photos and videos taken by real guests.
When a guest shares a photo of their brunch in Launceston or a sunset at the Mersey Bluff in Devonport and tags your business, that is an authentic endorsement. By encouraging guests to use your brand’s hashtag and engaging with their posts, you build a library of "social proof" that is far more convincing than any glossy brochure.
Pro Tip: Align your content with Tourism Tasmania’s major campaigns like the "Off Season." Use their hashtags (#DiscoverTasmania and #TassieStyle) to increase your chances of being featured on their global channels, putting your business in front of millions.
3. Turning the "Off Season" into Your Best Season
One of the biggest challenges for Tasmanian tourism is seasonality. However, social media has the power to change the narrative. Instead of hiding from the winter, businesses are now using social media to celebrate it.
The "Off Season" campaign has proven that there is a massive market for "winter people." Through moody, high-contrast photography and cozy video content, you can showcase the fire-side dinners, the crisp morning air in the Highlands, and the unique winter festivals. Social media allows you to market specific "winter-only" offers that keep your booking calendar full even when the temperature drops.
4. Direct Bookings and Reducing Commission Fees
Every booking made through a third-party OTA (Online Travel Agency) comes with a hefty commission fee. Social media is your most powerful tool for driving direct bookings.
By providing value through your content—such as "The Best 48 Hours in Hobart" or "Where to Find the Best Coffee in Launceston"—you establish your business as an authority. When followers feel a connection to your brand through your stories and behind-the-scenes content, they are more likely to click the "Book Now" link in your bio rather than searching for you on a third-party site.
5. Building a Community, Not Just a Following
Social media isn't a megaphone; it’s a conversation. For a tourism business, this is an opportunity to provide exceptional customer service before the guest even arrives.
Answering a comment about the best time of year to visit Strahan or responding to a DM about accessibility in your Devonport accommodation builds a relationship. This engagement transforms a one-time visitor into a lifelong advocate for your brand.
How Social Bothy Can Help
Navigating the ever-changing algorithms of social media can feel like trekking through the Tasmanian wilderness without a map. That’s where we come in.
At Social Bothy, we specialise in helping Tasmanian tourism businesses find their voice. From DIY content coaching to full-scale social media management and targeted ad campaigns, we ensure your business doesn't just get likes—it gets bookings.
Ready to transform your Tassie tourism business? Whether you're in the north, south, or out on the wild West Coast, let’s chat about how we can make your social media work harder for you.
FAQs
1. Why should I focus on social media instead of just using Booking.com or Airbnb?
While third-party platforms (OTAs) are great for visibility, they charge high commission fees—often between 15% and 20%. Social media allows you to build a direct relationship with your guests. By driving traffic from Instagram or Facebook directly to your website, you keep 100% of the booking value and gain full control over the guest experience.
2. I’m a small business in a remote area like Strahan or Devonport. Does social media really work for me?
Absolutely. In fact, social media is the "great equaliser" for regional Tasmania. Travellers today actively search for "hidden gems." By using specific location tags and showcasing the unique scenery of the West Coast or the North West, you can reach global audiences who are looking for an authentic Tasmanian experience away from the main city centres.
3. How often do I need to post to see results?
Consistency is more important than frequency. You don’t need to post every single day and burn yourself out. At Social Bothy, we recommend a sustainable plan—typically 3 to 4 high-quality posts per week—that focuses on storytelling rather than just "selling."
4. What is the difference between "Done-for-You" and "Coaching"?
Done-for-You: We take the wheel. We handle the strategy, content creation, and posting so you can focus on running your business.
Coaching: We teach you how to fish. We provide 1:1 training (available in-person in Hobart and Launceston) to give you the skills to manage your own socials with confidence and professional flair.
5. Is social media worth it during the Tasmanian "Off Season"?
The "Off Season" is actually one of the best times to be active on social media. Modern travellers are increasingly looking for "hygge" (cosy) experiences—roaring fires, misty mountains, and winter festivals. Social media allows you to rebrand the cold weather as a premium, atmospheric experience that attracts visitors year-round.
6. Do I need a big budget for paid ads?
Not necessarily. While Meta Ads (Facebook and Instagram) can be a powerful way to "boost" your reach in specific markets like Melbourne or Sydney, a strong organic strategy—focused on Reels and community engagement—can drive significant traffic to your business without a cent in ad spend.
7. Why the name "Social Bothy"?
A bothy is a traditional stone refuge in the wilderness—a safe place for hikers to rest and reset. We see ourselves as that refuge for Tasmanian business owners. Marketing can feel like a wild landscape; we provide the shelter, the map, and the strategy to help you navigate it safely.
8. How do I get started?
Whether you’re in Devonport, Hobart, or anywhere in between, the first step is a simple chat. We’ll look at your current presence and identify the quickest ways to start turning followers into guests.
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