Make Yourself at Home voucher program evaluation

REPORT ON TASMANIA’S INTRASTATE VOUCHER PROGRAM

CLIENT: DEPARTMENT OF STATE GROWTH

The impacts of COVID on Tasmanian businesses have been significant and far reaching, no more so than for those who rely on tourism.

In response to this, the State Government capitalised on Tasmania’s relatively early COVID-free status by launching an intrastate marketing program “Tasmania - Make Yourself at Home”. Underpinning this was a hugely successful voucher program aimed at mobilising Tasmanians to travel within the state. This program was led by the Cultural and Tourism Development Division of the Department of State Growth and marketed by Tourism Tasmania.

Episteme analysed over 42,000 records to provide the Tasmanian government and tourism industry an understanding of the contribution of the program and the travelling behaviours of Tasmanians in their own state. We made recommendations for further development of intrastate travel programs in the future and provided a list of critical success factors for businesses participating in programs like this.