The Central Highlands has remarkable lakes, wilderness and heritage, but little tourism activity, and the region faces persistent economic and social disadvantage.
Destination Southern Tasmania commissioned episteme, in partnership with Nova Economics and Nature Consumer Insights, to identify new visitor experiences that could unlock tourism growth in the region. Working with the local community, operators and land managers, we developed a longlist of ideas and refined it to three concepts for market testing: the Great Lake Adventure Trail, the Cold Lake Wellness Experience and Walking on Country.
Stakeholders ranked the Cold Lake Wellness Experience as the best strategic, market and community fit, and it offers the strongest potential for year-round and repeat visits. It is a boutique retreat built around hot-cold immersion, forest bathing, eco-accommodation and local food. The business case compares two design options, tests their financial viability over 20 years, and maps the planning and approval pathways across Parks and Wildlife, Hydro Tasmania and local planning zones.