Brand Tasmania’s time as a standalone body ends next month, with the organisation to be absorbed into the new Tourism, Events and Creative Tasmania.
The merger takes effect on December 3. The new government entity will also take in Tourism Tasmania, Events Tasmania and the visitor economy, Screen Tasmania, Arts Tasmania, the Tasmanian Museum and Art Gallery, the Tasmanian Institute of Sport and Active Tasmania.
A government spokesperson said the Brand Tasmania Act would remain unchanged, meaning Brand Tasmania would continue as a statutory entity, with its board embedded within the new entity.
The spokesperson said bringing the bodies together would “supercharge the Tasmanian experience for locals and visitors and create greater opportunities to showcase our State’s stories, culture and history”.
Brand Tasmania’s 2025-26 annual report shows it recorded a $194,000 deficit, compared with a budgeted $55,000 deficit, after a $398,000 surplus the previous year.
Its revenue fell from $3.39 million to $2.53 million and staff numbers dropped from 6.9 to 5.9 full-time equivalent positions.
Spending on consultants rose from $78,000 to $176,000, including $120,000 on brand valuation and research.
The report says the restructure “slowed the development of an asset management strategy” and that “legislative changes and the financial impact of this announcement are not yet determined”.
The merger is part of a restructure announced by Premier Jeremy Rockliff in March, which is abolishing the Department of State Growth and cutting about 250 full-time equivalent roles.
Brand Tasmania was established in 2018 under the Brand Tasmania Act 2018 and runs the Tasmanian Mark, a stamp for Tasmanian products.
The report shows it had 313 approved Mark users, above its target of 250 and 3,189 partners, short of its target of 3,500.
Founding chief executive Todd Babiak left the organisation in February 2025 and Jess Radford has been acting chief executive since. Kathryn McCann was appointed chair in September 2025.
