Case Study: From Wilderness to Wellness — How Tasmania Became a Nature-First Adventure Capital

Purpose of This Case Study

Tasmania has emerged as Australia’s nature-first adventure capital by embracing its pristine landscapes, remote wilderness, and outdoor culture. 

This case study explores how Tasmania leveraged its national parks, wildlife, and adventure offerings (like mountain biking and multi-day bushwalks) to attract high-yield, low-impact travellers, creating a sustainable and emotionally engaging tourism model.

For tourism operators and destination managers globally, Tasmania offers a blueprint for how to build a wellness-meets-wilderness destination that doesn’t rely on mass tourism but on depth, story, and connection.

The Challenge: Small Scale, High Potential

As an island state with a population of just over 541,000 (ABS, 2023), Tasmania lacks the infrastructure and scale of mainland Australia. Yet, it has one of the most diverse and untouched natural landscapes in the world:

• 19 national parks, covering nearly 40% of the island

• Over 3,000 kilometres of coastline

• A third of the state is World Heritage-listed wilderness
  
  (Source: Tasmania Parks & Wildlife Service)

But this pristine environment couldn’t support high-volume tourism. Instead, Tasmania turned to low-volume, high-value strategies attracting travellers who stay longer, spend more, and deeply engage with nature.

The Strategic Shift: From Isolation to Aspiration

Tasmania’s shift began with a repositioning of its perceived remoteness and ruggedness turning isolation into aspiration:

“Come down for air.” – Tourism Tasmania Brand Platform

This campaign tapped into:

• Post-COVID demand for nature and space

• Rising global interest in wellness and slow travel

• The emotional and spiritual benefits of time in nature

According to the Global Wellness Institute, wellness tourism is growing at a rate of 7.5% annually—faster than general tourism. Nature-based, mindful travel is at the heart of this growth.

Key Strategy 1: Building Eco-Adventure Product Clusters

Example: Cradle Mountain-Lake St Clair National Park

Cradle Mountain is a masterclass in clustered experience design:

• World-class bushwalking (e.g. the Overland Track)

• Luxury eco-lodges (e.g. Peppers Cradle Mountain Lodge)

• Local food and wine experiences

• Wildlife encounters (e.g. Tasmanian devils at Devils@Cradle)

• New infrastructure: a $24 million visitor centre opened in 2020

This integrated approach provides:

• Multiple entry points for visitors of different budgets and interests

• Extended stays due to the diversity of offerings

• A high-yield tourism model centred around one natural asset

 What Tourism Operators Can Replicate

• Bundle trails, accommodation, wellness, and local food into place-based ecosystems

• Invest in small-scale, high-quality infrastructure

• Promote curated experiences, not just landscapes

Key Strategy 2: Adventure Meets Wellness

Tasmania has moved beyond just “outdoor adventure” to wellbeing through nature.

Example: Blue Derby Mountain Bike Trails

The tiny former mining town of Derby (pop. <300) is now a global mountain biking hotspot:

• $3.1 million invested in 125km of purpose-built trails

• Events like Enduro World Series put it on the global stage

• Accommodation, eateries, and shuttle services have flourished

More than 30,000 riders visited annually by 2020, contributing millions to the local economy

(Source: MTBA Derby Impact Study)

Yet it’s not just adrenaline tourism. Derby now also offers:

• Forest bathing

• Yoga and recovery retreats

• Cold water swimming

What Tourism Operators Can Replicate

• Turn your adventure offerings into holistic wellbeing escapes

• Build pre and post-experience rituals (e.g. saunas, yoga, nutrition)

• Use trail towns to create community-powered wellness hubs

Key Strategy 3: Sustainability and Conservation Embedded in the Experience

Rather than hiding conservation efforts, Tasmania embeds them into the visitor experience.

Example: Maria Island Walk

• A multi-day, guided walk through a national park and wildlife sanctuary

• Small group size (max 10 guests), eco-camps, and interpretation

• Immerses guests in both natural history and conservation stories

• Winner of multiple eco-tourism awards

This type of experience attracts the conscious traveller a segment growing rapidly:

• 76% of global travellers want to travel more sustainably (Booking.com 2023)

• 41% would pay more for eco-certified accommodation

What Tourism Operators Can Replicate

• Include storytelling about your local conservation efforts

• Keep experiences small-group, low-impact

• Use certified guides to deepen emotional and educational value

Key Strategy 4: Targeting High-Yield, Low-Impact Travellers

Tasmania’s approach is not for everyone and that’s intentional.

Instead of aiming for mass arrivals, Tourism Tasmania focuses on:

• Longer stays

• Dispersed travel into regional areas

• Experiential product that justifies a premium price

The Impact

According to Tourism Research Australia:

• In 2023, Tasmania’s average spend per visitor was $2,513, significantly higher than many mainland destinations

• Adventure and nature were key drivers of visitation

Regional dispersal increased, with strong growth in the East Coast and North-West

Global Relevance: Who Can Learn From Tasmania?

This model is ideal for:

• Wilderness-rich destinations with low tourism infrastructure

• Post-COVID destinations seeking low-impact growth

• Communities wanting tourism to support conservation, not compete with it

Whether you manage:

• The mountains of Chile

• The forests of British Columbia

• The lakes of Scandinavia

• The coastal trails of Ireland

…Tasmania’s playbook can be applied with local flair and authenticity.

5 Takeaways for Tourism Operators & Destinations

Lesson	What to Do
1. Cluster your nature products	Build layered itineraries that combine trails, food experiences, and accommodation
2. Build emotion into nature	Market how it feels to be there, not just what visitors will see
3. Support and tell conservation stories	Make environmental protection part of the visitor experience and product story
4. Promote slow, immersive travel	Design experiences that prioritise depth and quality over volume
5. Target mindful travellers	Speak to values, purpose, and impact rather than visitor numbers

Want to Build a Nature-Led Tourism Strategy That Works?

I can help. I’m Sarah Colgate, founder of Exceptional Experiences, and I work with tourism operators and destinations to:

• Reposition for high-yield, low-impact growth

• Build transformative tourism products

• Develop strategies that connect nature, wellbeing, and community

📞 Book a free 15-minute strategy call here

Let’s turn your natural assets into meaningful, sustainable, and profitable experiences.