The Tasmanian Hospitality Association (THA) has officially rebranded as Hospitality Tasmania, unveiling its new name and look at a special launch event at Aura Hobart on Tuesday night.
The rebrand marks a significant moment in the organisation’s history – which dates back to 1839 – and signals a new chapter for Tasmania’s peak hospitality body.
CEO Steve Old said the decision to rebrand was not taken lightly and followed extensive consultation and reflection on the association’s purpose, vision and identity.
“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 stated.
“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 updated identity is designed to make the organisation more visible to new audiences, including emerging operators, industry partners, and government decision-makers. It also aims to strengthen the association’s brand in national conversations.
“We wanted to move away from the alphabet soup of acronyms and speak with a name that says exactly who we are,” Old stated.
“The word ‘Tasmania’ carries weight, and ‘Hospitality’ is at our core. This name unites them.”
Hospitality Tasmania president Ben Carpenter said the new branding reflects a strategic shift to better support members and respond to a changing landscape.
“This is about leading with confidence,” 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.”
While the name has changed, the association’s mission remains the same, to support members, advocate for the industry, build a future-ready workforce, and promote Tasmania’s world-class hospitality offering.
Hospitality Tasmania will continue to deliver flagship initiatives including HospoHealth, the Great Customer Experience program and Women in Leadership scholarships. It’s also expanding its suite of regional workforce programs, with more emphasis than ever on visibility, engagement and outcomes.