When COVID-19 brought travel to a standstill in 2020, the Tasmanian Government used the state’s early COVID-free status to encourage Tasmanians to explore their own backyard. The Make Yourself at Home campaign was led by the Department of State Growth and marketed by Tourism Tasmania. At its heart was a voucher program for accommodation and experiences, timed for the traditionally quiet months of September to November.
State Growth engaged episteme to evaluate the program’s contribution and to understand how Tasmanians travel in their own state. Drawing on more than 27,000 redeemed vouchers and feedback from participating businesses, we found the program generated around $3.18 in spending for every dollar claimed. That included about $12 million for accommodation and $4 million for experiences, plus wider spending on food, fuel and events in communities across the state. Operators described it as instrumental in their recovery.
The report recommended practical improvements for any future program, including longer lead times for businesses, fairer access for participants, and a focus on regions of need.