Tasmania Tourism in 2025: A Comprehensive Social Media Strategy Framework

In 2025, Tasmania stands at the forefront of global eco-tourism and cultural travel. From the rugged wilderness of Cradle Mountain to the creative pulse of Hobart, the island is uniquely positioned to attract travellers seeking authentic, sustainable, and memorable experiences. But in a crowded tourism market, how can Tasmanian operators cut through the noise?

The answer lies in a comprehensive social media strategy framework—one that goes beyond ad-hoc posting and leverages platforms as engines for visibility, engagement, and direct bookings. This framework equips tourism businesses to align with major campaigns, strengthen their brand voice, and build meaningful connections with audiences both local and international.

1. Social Media as a Core Booking Framework

Social media has evolved into more than just a promotional channel—it is now a central booking engine. By strategically integrating calls to action, seamless links to booking pages, and consistent storytelling, Tasmanian businesses can reduce reliance on third-party OTAs and increase direct conversions.

At Social Bothy, coaching programs have helped operators boost website traffic and bookings significantly, proving that well-planned frameworks deliver measurable results.

2. Aligning with Tasmania’s Seasonal Campaigns

Tourism Tasmania’s 2025 Off Season campaign (30 March–31 August) is a perfect example of how destination-wide initiatives can amplify individual businesses. The campaign’s black-and-white visuals, immersive video content, and winter-specific offers encourage Australians to “become a winter person.”

Your framework should integrate with these efforts by:

• Adopting seasonal content calendars that sync with campaign timelines.

• Using consistent visuals and storytelling themes for brand alignment.

• Highlighting unique local offers in carousel posts, reels, and pinned stories.

This alignment creates cohesion and ensures your voice contributes to a larger, recognisable narrative.

3. Platform Priorities for 2025

A strong framework requires clarity on where to invest energy:

• Instagram & Threads: Perfect for aspirational visuals, Reels, and showcasing Tasmania’s wilderness.

• Facebook: Effective for event promotion, ads targeting mainland travellers, and local community engagement.

• TikTok: Ideal for authentic, short-form storytelling—highlighting quirky adventures, culinary trails, and behind-the-scenes content.

• YouTube Shorts: Adds longevity and SEO visibility for content like guided tours or wildlife experiences.

Tourism Tasmania itself leans on user-generated content (UGC), reinforcing that authenticity should remain at the heart of every platform strategy.

4. Building Your Business Framework

A comprehensive strategy includes:

• Brand Identity Development — Define your visual style, tone, and hashtags.

• Content Pillars — Balance storytelling across landscapes, people, food, and culture.

• DIY Content Training — Empower staff to create phone-shot videos and reels.

• Paid Ads Integration — Use precise targeting to reach eco-conscious travellers, families, or niche groups.

• Engagement & Review Systems — Monitor feedback, respond quickly, and convert interest into trust.

Think of this as building the scaffolding that holds your business steady in the digital space.

5. Best Practices for 2025

1. Plan Ahead: Align your content with seasonal campaigns, festivals, and local events.

2. Story First: Feature guests and locals as “winter people” or cultural storytellers.

3. Highlight Offers Clearly: Use Stories, Highlights, and pinned posts to present packages and discounts.

4. Consistency is Key: Schedule posts, engage daily, and ensure messaging reflects your brand values.

5. Leverage UGC: Repost authentic guest experiences to strengthen trust and reach.

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6. Leveraging Tasmania’s Unique Appeal

Tasmania’s competitive edge lies in its raw beauty and cultural depth—from Wineglass Bay and Bruny Island to MONA and the Taste of Summer festival. These elements should serve as anchors for your content framework.

• Showcase iconic landscapes through high-impact visuals.

• Celebrate culinary heritage with reels from local producers and wineries.

• Highlight hidden adventures like mountain biking or eco-lodges.

• Connect culture and nature in storytelling that resonates with conscious travellers.

By weaving these into your content pillars, you amplify both your brand and Tasmania’s global reputation.

Social media in 2025 is no longer about improvisation—it requires a comprehensive strategy framework. For Tasmanian tourism businesses, this means aligning with seasonal campaigns, focusing on the right platforms, and building sustainable systems for storytelling, engagement, and bookings.

With the right framework, your business can thrive—turning social media from a time-consuming task into a powerful growth engine.

At Social Bothy, we specialise in helping Tasmanian operators craft these frameworks—ensuring every post, reel, and story contributes to a bigger picture: making Tasmania the destination of choice for travellers worldwide.