About

The Tassie Tourism Ambassador Program has been created specifically for the Tasmanian tourism industry as a way to equip tourism and hospitality staff and interested locals with the skills to offer a great visitor experience and local knowledge to tell the story of the region.

The objective of the Tassie Tourism Ambassador Program is to increase regional dispersal by inspiring and empowering staff working in customer-facing businesses to provide a positive experience for every visitor with whom they come into contact.

Facilitated by Tourism Industry Council Tasmania, this program will be delivered in partnership with an authority in each town, be it the local Council, Local Tourism Association, Chamber of Commerce, or Regional Tourism Organisation to have a bespoke program delivered in their town/city.

Why do we need this?

We know that if visitors are greeted at every touchpoint during their stay with a warm welcome and genuine interaction, they will have a positive experience. Positive experiences lead to loyal advocates and rave reviews which builds awareness of a destination and motivates consumers to travel. Ultimately, this program will help to increase visitor numbers and boost our economy, creating more sustainable businesses and employment.

Other benefits:

  • The program aligns with priority 4 in T21: building capability, capacity and community
  • Aligns to the Regional Tourism Organisation’s vision of each region through their Destination Management Plans
  • Builds regional collaboration by sharing consistent messaging
  • Strengthens the profile and image of each area

This program would not have been possible without support from the following organisations:

Special thanks and shout out to Hype TV, Millwood Media and Small State Productions for the content, and Neon Jungle for the design and website.


Our Presenters

Sam Denmead - Module 1

A true Tasmanian, Sam’s roots in the Tasmanian tourism industry run deep, with more than 25 years of experience. Her current role as Industry Manager at Tourism Tasmania follows a diverse journey that included founding a pioneering cycle tour operation, offering her expertise as a Tourism and Marketing consultant, and contributing to various initiatives and events.

Proud recipient of the Premier's Award for Young Achiever at the Tasmanian Tourism Awards and the Telstra Young Business Woman of the Year for Tasmania, her contributions also include the development of the Tassie Tourism Ambassador program, the Talking Tourism podcast, the Bike Friendly Accreditation Program.

Todd Babiak - Module 2

Todd has worked in places around the world – some big and some not so big. He’s worked with these places to build brand stories, turning each individual story into economic, social, and cultural development strategies. Of all the places around the world he has worked, he was most moved by the Tasmanian brand story.

He and his team at Brand Tasmania are in the business of promoting this extraordinary island state, and encouraging and inspiring Tasmanians. In collaboration with partners and the community, they work to inspire and encourage Tasmanians, and those who aspire to be Tasmanian, to quietly pursue the extraordinary.

Matt Casey - Module 3

Tourism professional, Matt Casey was previously the General Manager of Federal Group Tasmania's luxury collection of properties and businesses (Federal Group Tourism), operating Saffire-Freycinet, The Henry Jones Art Hotel, Peacock and Jones and Landscape restaurants, and MACq 01 Hotel (featuring Evolve Spirits Bar, The Story Bar and Old Wharf Restaurant).

Along with his team, Matt developed many innovations in Cultural Training and Leadership, Customer-Focused business operations and Customer Experience Design.

Become a Tassie Tourism Ambassador

Register now