Making Data Work for You: Smarter Decisions and Better Guests with Tourism Tasmania

In this episode of Talking Tourism, host Tracy Mallett speaks with Alexis Clarke and Paul Fleming from Tourism Tasmania’s research and insights team about how data can help tourism operators not just survive, but thrive.

Recorded live at the 2025 Tasmanian Tourism Conference, Alexis and Paul unpack how Tourism Tasmania’s decades-long visitor surveys, trend analysis, and segmentation tools are shaping smarter, more sustainable tourism across the state. They explain how operators can tap into this free research to attract the right audiences, tailor experiences, improve award submissions, and build resilience in a changing market.

You’ll also hear practical ideas for operators — like setting up feedback loops with guests, tracking repeat visitation, reviewing online testimonials for trends, and using segmentation tools to speak directly to high-value visitors who care about local experiences.

This episode is proudly sponsored by Tourism Tasmania.