How Hobart Turned Winter into Gold: Lessons from the Festival of Voices
For many tourism destinations, winter brings a number of challenges like shorter days, colder weather and a decline in visitor numbers.
But what if winter could become your busiest, most celebrated season?
This is exactly what Hobart has achieved with its Festival of Voices, now celebrating its 20th year.
What started as a small gathering of singers has transformed Tasmania’s capital into a thriving winter destination, filling hotel rooms, restaurants, cafes and venues in what was once the off-season.
Here are some powerful lessons every tourism business and destination can take from this remarkable success.
1. Create a Transformational Experience, Not Just an Event
When Festival of Voices launched in 2004, its founders knew it needed to be more than performances on a stage.
To thrive in winter, the event had to immerse people in something deeply meaningful.
Today, the festival is renowned for its inclusive approach:
Visitors don’t just watch, they become part of the festival, joining mass choir workshops, singing under the stars at the iconic “Big Sing Bonfire” or attending intimate vocal masterclasses with world-class coaches.
It creates transformational experiences that leave guests feeling inspired, connected and uplifted, fulfilling the growing demand for travel that changes people, rather than simply entertains them.
Key takeaway for tourism businesses:
Design experiences that move beyond transaction to transformation. Whether it’s a guided walk, wildlife tour, tasting, or cultural experience, ask, how can this change how my guests feel about themselves, the world, or their place in it?
2. Embrace Seasonality with Purpose
Instead of battling winter’s reputation for cold and darkness, Festival of Voices embraced it wholeheartedly:
They leaned into the season’s atmosphere, lighting up the city with fire pits, candles, and warm communal spaces.
The festival markets itself as a celebration of warmth, light, and human connection in the heart of winter, making the cold season a compelling drawcard.
The result? Hobart went from being a quiet winter city to one buzzing with visitors eager to immerse themselves in this unique, soul-nourishing experience.
Key takeaway for tourism businesses:
Identify your destination’s seasonal challenges and flip them into assets. If summer is too hot, focus on sunrise or evening experiences. If winter is quiet, create warming, intimate offerings that celebrate cosiness, reflection, or resilience.
Remember: People are seeking meaning, not just sunshine.
3. Drive Economic Impact Through Authentic Community Connection
One of the festival’s greatest strengths is its integration with local businesses and community:
Hotels fill with performers and guests; restaurants create themed menus; cafes host pop-up gigs and open mic events.
Local artists, volunteers, and suppliers are involved at every stage, fostering a sense of ownership and pride that radiates through the city.
This model ensures that economic benefits are shared widely, supporting small businesses, creatives, and the broader community.
Key takeaway for tourism businesses:
Think beyond your walls. How can you collaborate with neighbouring operators, artisans, or venues to create packages, micro-events, or immersive trails?
Successful tourism growth is rarely achieved in isolation, it thrives on community connection and shared vision.
Hobart’s Winter Renaissance:
A Blueprint for Other Regions
The Festival of Voices demonstrates what is possible when an idea is:
Authentic – grounded in local strengths and culture
Inclusive – inviting visitors to participate, not just observe
Strategic – aligned with destination goals to drive year-round visitation
Imagine what your region could achieve by applying these same principles. Could you?
Launch a wellness and resilience retreat series in winter?
Host night markets or cultural festivals in quiet months?
Collaborate with local artists, historians, or nature guides to create transformative micro-events?
Let’s Structure Your Business for Success
As a tourism business strategist, I help operators build experiences that are transformational, profitable and sustainable.
Hobart’s Festival of Voices is a powerful example of what is possible with strategic vision, community connection, and a willingness to embrace what makes your place unique.
If you’re ready to reimagine your low season or create an experience that attracts guests all year round, I’d love to work with you to bring it to life.
