Devils will attract crowds, but can they fill hotels and restaurants? |
A Devils' sellout doesn't guarantee economic success.
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That's the reality at the centre of the debate about the Devils entering the AFL in 2028, and the assumption that Tasmania's new team will immediately replace Hawthorn's economic contribution to northern Tasmania.
To be clear, we're talking about the visitor economy. That has always been the key measure of success for the Hawthorn Tasmania partnership.
As someone who owns and operates tourism and accommodation businesses in Launceston, I see firsthand how important winter visitation is to the city's economy and the pressure local operators already face during the colder months.
The Devils absolutely present a major long-term opportunity. But the assumption that they will instantly replicate Hawthorn's estimated $20 million winter contribution ignores how football tourism works.
Hawthorn's success in Tasmania wasn't created overnight. Over many years, the club built a genuine connection between its mainland supporter base and Tasmania.
Thousands of Hawthorn supporters travel for games, stay multiple nights and often return later in the year. That relationship has taken time to build.
The Devils will eventually create their own travelling supporter culture, but expecting that to happen from year one is optimistic.
That matters because Launceston's winter economy depends heavily on interstate visitors, not just full stadiums. With four new hotels expected to come online over the next few years, the city needs sustained visitor demand during the quieter months.
If that demand doesn't materialise quickly enough, the consequences for accommodation operators,........