There are tourism projects… and then there are tourism projects with the smell of chocolate wafting through the air before the front gates even open.
Tasmania has just secured one of the sweetest tourism victories in its modern history after Glenorchy City Council officially approved the long-awaited $150 million Chocolate Experience at Cadbury in Claremont, just north of Hobart.
And make no mistake, this is not some oversized gift shop with a chocolate fountain and a few smiling mascots waving from the sidelines. This is being pitched as a world-class, emotionally immersive visitor attraction designed to catapult Tasmania further onto the global tourism stage.
If everything unfolds as planned, the Experience is forecast to attract a remarkable 431,000 visitors annually, pump more than $120 million into the Tasmanian economy every year, and support over 300 construction jobs plus more than 200 ongoing roles once operational.
In tourism circles, that is what’s known as a very big deal.
For Tasmania, a destination already blessed with wilderness, whisky, fresh produce and postcard scenery capable of making mainland Australians reconsider their life choices, the addition of a globally significant branded attraction adds another powerful string to the tourism bow.
And unlike many tourism concepts that arrive wrapped in glossy brochures before quietly disappearing into the filing cabinet of forgotten dreams, this one now has the crucial green light.
The Chocolate Experience will sit beside the historic Cadbury factory site in Claremont, a location that has been intertwined with Tasmania’s identity for generations.
Project spokesperson Mr Currant described the approval as a landmark moment for both the State and the local community.
“This is a huge win for Tasmania and for Claremont. It represents a generational boost for the local economy, creating jobs, attracting investment, and helping move Tasmania’s visitor economy to the next level. Securing Development Approval has taken years of working closely with the local community, Council and Cadbury, and it’s fantastic to see all that hard work starting to pay off,” he said.
And if his enthusiasm sounds sugar-coated, the broader tourism industry appears equally energised.
Tourism Industry Council Tasmania CEO Amy Hills believes the attraction could become a defining pillar of Tasmania’s future visitor economy.
“For our industry to go from strength to strength we need to keep innovating and keep investing in attractions. This is a next-level concept that is going to make Tasmania the must-do destination that it deserves to be,” Ms Hills said.
“This is a once-in-a-generation opportunity to tell the Cadbury story properly and authentically, and it will lift the whole industry with it. Importantly, it will cater to a variety of visitors and deliver on the Tassie brand promise ten-fold.”
That “Tassie brand promise” matters enormously in today’s fiercely competitive tourism landscape.
Modern travellers are no longer satisfied with simply seeing a destination. They want immersive storytelling, emotional engagement, interactive technology and memorable experiences worth sharing online before the luggage is even unpacked.
According to project leaders, that is exactly what visitors can expect.
“From the moment visitors arrive, this will be unlike any chocolate attraction in the world,” Mr Currant said.
“It will be an innovative, immersive and deeply emotive experience that uses storytelling and technology to bring the magic of chocolate-making to life. It will be full of surprise, nostalgia, creativity and joy and, of course, there will be plenty of chocolate along the way. It is one Tasmanians will be proud of and one I’m privileged to help deliver.”
Frankly, if they can bottle nostalgia and melt Cadbury Dairy Milk into the same visitor attraction, they may well have tourism gold on their hands.
For Cadbury itself, the project also carries significant emotional weight.
Toby Smith, President of Mondelēz International for Japan, Australia and New Zealand, said the company was proud to support the initiative as brand partner.
“Cadbury’s story and Tasmania’s story have been intertwined for more than a century and this project will bring that story to life for hundreds of thousands of visitors every year, and help write the next chapter for Claremont, for Cadbury and for Tasmanian tourism.”
The financial structure behind the development is equally noteworthy.
Melbourne-based investment bank Kidder Williams is leading capital-raising efforts, with approximately 95 per cent of the project privately funded, an important detail in an era when taxpayers increasingly scrutinise large-scale tourism investments.
Existing government support has reportedly helped provide market confidence, while development approval now strengthens the project’s ability to secure final capital commitments.
Construction completion is currently targeted for September 2028.
And while Tasmania hardly lacks natural beauty, this project delivers something entirely different: an iconic branded tourism experience capable of attracting interstate families, international visitors, food lovers, nostalgia seekers and curious travellers alike.
After all, mountains are magnificent… but mountains covered in chocolate stories tend to move even faster on social media.
For Tasmania, the future suddenly looks very sweet indeed.
