Tasmania’s hospitality industry is embarking on a new chapter, with the state’s peak body officially dropping its longstanding acronym in favour of a more direct identity.
The Tasmanian Hospitality Association has rebranded as Hospitality Tasmania, unveiling its new name and look at a launch event at Aura Hobart on Tuesday night.
Chief executive Steve Old said the rebrand came after extensive consultation about the organisation’s evolving role in the sector.
“We’ve been known as the THA for a long time, but as our role has grown, so too has the need for a name that’s more recognisable, more accessible and more reflective of who we are,” Old said.
“Hospitality Tasmania is clear, direct and inclusive. It instantly tells people what we do and who we represent – from pubs and clubs to restaurants, bars, accommodation and tourism operators right across the state.”
The organisation, which traces its roots back to 1839, says the change will strengthen its brand in national conversations and improve its visibility among new industry players and government stakeholders.
“This is about leading with confidence,” president Ben Carpenter said.
“Hospitality in Tasmania is evolving and so are we. We’re leaning into a more modern, proactive identity that matches the strength and professionalism of the industry we represent.”
Despite the new name, the organisation says it will continue industry advocacy, workforce development and promoting Tasmania’s hospitality offerings.
“The word ‘Tasmania’ carries weight and ‘Hospitality’ is at our core. This name unites them,” Old said.
