With 2025 marking a record year for visitors, with nearly 1.4 million making the trip to the Apple Isle, early signs for 2026, even coming out of the traditional holiday period, suggest that this interest is only going to grow. As travel trends continue to align closely with Tasmania’s offerings – iconic natural landscapes, uncrowded hotspots and easy transport options – the state is reaping the benefits from an economic perspective.
With East Coast Car Rentals investing $9 million into the state last February with its purpose-built Hobart branch, the organisation has since experienced unprecedented levels of interest and bookings, with road trips seen as the most convenient, affordable and best way to experience the island’s beauty.
Ben Whitmore, CMO at East Coast Car Rentals, says, “The opening of our Hobart branch last year has been more successful than we ever thought and that’s thanks largely to the consistent demand for people to experience Tasmania and to do it via road trip. When you spend time down here, it’s easy to see why it’s so appealing to mainland Australians, who are desperate to slow down and get immersed into nature – I don’t expect Tassie’s popularity to decline any time soon.”
Sarah Kingston Clark, CEO of Tourism Tasmania, says, “Travellers today are seeking flexibility, freedom and a genuine connection with a place, and Tasmania is perfectly suited to deliver that. Last year, 74% of visitors to the state chose self-drive as their primary form of transport, and we see that reflected in how they travel – staying longer, spending more broadly across regional communities and discovering corners of the island that might otherwise go unseen.”
