New Norfolk wins Tasmanian large town tourism crown

NEW Norfolk will represent Tasmania in the judging for Australia’s top tourism towns later this year, after today being named Tasmania’s top tourism town (population more than 5000) along with Stanley (population less than 5000). The two localities share a history of both having been named Tasmania’s tidiest towns in previous years.

The were selected as the state’s top tourism towns following a public vote by more than 10,000 people and judging by the Tourism Industry Council Tasmania (TICT). “The public voting was close and the scores were tight,” TICT spokesman Luke Martin said today.

“Tassie’s Top Tourism Town with a population more than 5000 for 2021 is the beating heart of the Derwent Valley, mighty New Norfolk,” Mr Martin said. “Stanley and New Norfolk will now be judged alongside the Top Towns in all other Australian states and territories to determine Australia’s Top Tourism Towns for 2021, to be announced at Parliament House in Canberra in September.

Mr Martin said the Tassie’s Top Tourism Towns program was about showcasing what makes Tasmania’s regional towns and communities so unique and special. The 10 finalists were Port Arthur, Stanley, Richmond, St Helens, New Norfolk, Triabunna, Lilydale, Bream Creek. Derby and Beauty Point.

“Our panel of judges reviewed each of the entries submitted by our 10 towns, including their two minute video, a suggested itinerary and an editorial article showcasing what visitors can do and experience within the town and local area. These scores were combined with the public vote to determine our two category winners.

“We also want to congratulate our two runner-up towns: our silver medallist, last year’s winner, St Helens, and our bronze medallist, Richmond,” he said. “Well done to all our finalists and thank you to all who voted. We will be on the hunt again next year for Tassie’s Top Tourism Town of 2022.”

The video entry promoting New Norfolk features scenes from Mt Field National Park, Lake Pedder, New Norfolk, Lachlan, the River Derwent, Willow Court, Maydena, and can be seen below.


  1. Congratulations to all involved in putting the amazing video and application together.
    Now to get our visitor centre re-opened, and regular history tours of Willow Court re-established to cater for visitors who are interested in the history of this significant heritage site!

  2. This is a beautiful example of how regional branding works.

    Every element of this strong, emotive video has been taken from the branding exercise by Derwent Valley Council that we the ratepayers have financed.

    The river logo and “Unquestionably Derwent Valley” will now be shown on the national stage.

    Get ready for the tourists when we win.

  3. Great to see that two of our iconic Tassie towns have been shortlisted for the Australia’s Top Tourism Towns competition, Stanley in the under 5000 residents category and New Norfolk in the over 5000 residents category. These two towns are well-known on domestic and international touring itineraries and have long been part of the State’s tourism and hospitality industry. Maybe the inclusion of New Norfolk will encourage the Derwent Valley Council to re-open the local Visitor Centre so its volunteers once again can show visitors to the town and the Derwent Valley all the tourism and hospitality experiences available in the region.

    1. Yes!

      And let’s see some integrity!

      The new tourism map lacks businesses such as The Cake Lady and Cheeky Little Place. There are many more.

      The Derwent Valley branding exercise highlighted the need for businesses to work together. The new map shows a clear and disappointing example of this not happening.

      If offshoot groups think they are better than the volunteers to promote our community and don’t include ALL businesses then don’t use the branding logos. We all paid for those!

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