Visitation Framework

Launceston is a city where heritage, creativity and nature come together to create a distinctive visitor experience. Visitation has long been part of our story, shaping our streets, supporting local business and connecting us to the world. Today, the visitor economy is more than an industry, it is a driver of liveability, prosperity and community pride.

The Launceston Visitation Framework sets a clear direction for how Council will lead, enable and advocate for visitation over the next five years. It builds on the successes of the 2019–22 Tourism Plan and responds to new opportunities and challenges in a rapidly evolving visitor landscape. Guided by the City of Launceston’s 10-Year Strategic Plan and its core pillars of People, Place and Prosperity, the framework identifies Council’s three key roles in visitation:

  • Lead
     Provide clear direction for Launceston’s visitor economy, ensuring strategies, data and priorities align with Council’s 10-Year Strategic Plan. This includes convening partners, setting the vision and embedding visitation into broader city planning.
  • Enable
     Create the conditions for growth by investing in infrastructure, placemaking, digital platforms and visitor services. Enabling also includes supporting operators and industry capability, so local businesses can thrive and visitors have quality experiences.

  • Advocate
    Represent Launceston’s interests at regional, state, national and international levels to secure investment, raise visibility and ensure the city’s story is told authentically. Advocacy includes building strong partnerships that position Launceston as a destination of choice and amplify its unique identity.

Download the City of Launceston Visitation Framework(PDF, 10MB)

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