Tassie Tourism Ambassador

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
• The program will align to the RTO’s vision of the region through their Destination Management Plan, and to any community and economic development plans at local council level
• A shared vision will then unite frontline workers and staff
• Builds regional collaboration by working together on the same page and sharing consistent messaging
• Aids in talent identification and development
• Shared learnings, updates and developments via online support groups
• Strengthens the profile and image of the area to impress business events and conventions, inbound tourism operators, and private investors

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

• Department of State Growth
• Tourism Tasmania
• Brand Tasmania and, in particular, Todd Babiak
• Federal Group Tourism and, in particular, Matt Casey
• Tasmania Parks and Wildlife Service
• Regional Tourism Organisations:
  • West x North West
  • Visit Northern Tasmania
  • East Coast Tourism
  • Destination Southern Tasmania
• Local councils
• Local Tourism Associations
• Various local personalities across Tasmania

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

Our Presenters

Sam Denmead - Module 1

After 28 years of working in the tourism industry, Sam has discovered her passion lies in helping others achieve their dreams. Sam has run her own consultancy, Green Hat Tourism, since 2015, creating marketing plans and branding strategies, running the Tasmanian Tourism Awards program and mentoring small businesses.

Sam has worked at all levels of tourism in Tasmania including running her own cycle tour company, state and regional marketing positions, and board and chair positions with various tourism associations.

In 2002, she was awarded the Tourism Minister's Award for Young Achiever at the Tasmanian Tourism Awards, and she was awarded the Telstra Young Business Woman of the Year, Tasmania in 2004.

Sam completed the Tasmanian Leaders Program i-Lead in 2019, and in 2020 added a Graduate Certificate of Tourism, Environmental and Cultural Heritage to her Bachelor of Commerce degree from University of Tasmania.

Sam lives in Launceston and can be found on the weekends tackling one of the many unfinished projects around the house, riding her mountain bike and trying to find new ways to distract her kids outside away from their devices.

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).

During his role, Matt and his teams launched and operated The Henry Jones Art Hotel in 2024, Australia's first dedicated Art hotel; then Saffire from 2009-2012, with Saffire consistently recognised as one of the top three boutique hotels of its type in the world with a best-in-class customer satisfaction rating.

After joining Federal Group Tourism as Marketing Manager in 2012, Matt was elevated to General Manager of the Tourism portfolio in 2014 and, in 2017, he and his team opened Australia's first storytelling hotel - MACq 01 Hotel.

The portfolio employs 300 staff and owes its business success and incredible customer satisfaction achievements to focused Values- and Principles-Cultured Leadership and Management, and an unobstructed bias towards Customer Satisfaction and Team Satisfaction and Engagement. Along with his team, Matt has fervently developed many innovations in Cultural Training and Leadership, Customer-Focused business operations and Customer Experience Design.

Matt also sits on the Pumphouse Point Board, and is Secretary on the Board of Luxury Lodges of Australia.