In less than two weeks, a new chapter starts for Devonport. The new Spirit of Tasmania ships, Spirit of Tasmania IV and V, are scheduled to begin carrying passengers on 31 October 2026, from a new terminal on the Mersey. For a city that has always been Tasmania’s front door, it is a big moment. At Bolder Digital, we think it is also a useful prompt for every Devonport business to ask the same question: when visitors step off that ferry, can they find us, and do they have a reason to choose us?

Devonport in Brief

Devonport is Tasmania’s third largest city, on the north west coast at the mouth of the Mersey River. It had 26,150 residents at the 2021 census, with around 48,000 in the wider statistical area. It is the main centre for the north west coast, with Latrobe, Port Sorell, Spreyton, Sheffield, and Ulverstone all within easy reach.

It is also the home port of the Spirit of Tasmania, which sails between Devonport and Geelong. The ferry terminal sits on the Esplanade on the East Devonport side of the river, and a new terminal, Spirit Quay, is due to open this month. The Port of Devonport welcomed more than 450,000 passengers in 2022 to 2023, and the new ships will each carry up to 1,800 passengers, compared with about 1,400 on the current vessels. Cabins rise from 222 to 301, and vehicle capacity grows by around 60 percent, with much more room for caravans.

Capacity is not the same as customers. But it does mean the gateway is getting wider, and the businesses that are easy to find will see the benefit first.

Three Audiences, Three Jobs for Your Marketing

A Devonport business usually serves three overlapping groups.

1. Visitors arriving by ferry. They have just landed, often early in the day, and need food, fuel, supplies, a place to stay, and ideas for what to do next.

2. Visitors about to leave. They want a last meal, a last coffee, a clean car, or a quick repair before the crossing.

3. Locals and the wider north west coast. The people who keep you going all year round.

Each looks for you differently, and a single message will not serve all three.

Before They Arrive: Winning the Planning Stage

Visitors plan their Tasmanian trips well in advance. They book the ferry months ahead, then research where to stay, what to eat, and what to see. That is your first chance to be noticed.

• Publish useful content. Guides such as “your first day after the ferry”, “things to do near the terminal”, or “where to eat in Devonport” answer real questions and capture planning searches.

• Reach them where they live. Many ferry travellers come from Victoria. Paid search and social campaigns aimed at Geelong, Melbourne, and the surrounding area can reach people while they are still choosing an itinerary.

• Offer something to book ahead. Tours, tables, accommodation, and services that can be reserved in advance suit planners.

• Collect emails. A visitor who has enjoyed your business is a future repeat customer, and a source of referrals.

On Arrival: Winning the Mobile Moment

When people step off the ferry, they search on their phones, and they search for what they need right now. “Breakfast near me”, “open now”, “fuel”, “supermarket”, “pharmacy”.

That puts your Google Business Profile at the centre. Make sure:

• your opening hours are accurate, including early starts if you serve arriving passengers

• special hours are set for public holidays and events

• your photos show your frontage, entrance, and parking

• your address and pin are correct, since the terminal sits on the East Devonport side of the river and directions matter

• your category, services, and menu or price list are filled in

Build around the operator’s published sailing times, and check them regularly, because schedules can change. Do not assume.

Caravans, Campers, and Big Vehicles

The new ships carry far more caravans, and travellers with large vehicles have different needs. They want to know where they can park, whether access suits a long rig, and where to find supplies and repairs. If you can serve them, say so clearly:

• show real photos of your access and parking

• describe what you offer, such as space, drive through access, or relevant services

• mention practical details in your Google profile and on your website

Only claim what is true. A traveller towing a caravan who finds a tight car park will not leave a good review.

Departing Visitors Are Customers Too

People leaving Tasmania often have time before boarding. A well timed message can catch them: a last meal, a final souvenir, a vehicle check, or a clean before the crossing. Content like “what to do before your ferry” and clear hours around departure times help. Do not forget to ask them for a review on their way out.

Do Not Forget the Locals

It is tempting to chase tourists, but locals are the foundation. With about 26,000 people in the city and many more in the surrounding area, regular customers sustain most Devonport businesses. For them:

• keep your reviews fresh and your replies personal

• build an email list of regulars

• mark local events and holidays, such as the Devonport Show public holiday, which falls on Friday 27 November in the Devonport, Kentish, and Latrobe areas

• use local news, community groups, and sponsorships

The strongest marketing combines both. A café that is known and loved locally looks more appealing to a stranger reading reviews.

A Sensible Channel Mix

Start with the foundations, then add paid and campaign work.

• Google Business Profile and reviews: the base for everyone.

• Your website: fast, clear on mobile, with a visible phone number and booking link.

• Search and map visibility: our Local SEO work for Devonport covers this in depth.

• Google Ads: targeted at the searches visitors make around the ferry, when it fits your budget.

• Social and video: useful for showing what you are like, especially to planners in Victoria.

• Email: for repeat visits and referrals.

• Partnerships: with accommodation, tours, and neighbouring businesses.

Our piece on marketing budgets covers how to decide what to spend.

Plan for Uncertainty

The ferry program has seen delays, and sailing schedules, passenger numbers, and arrival patterns may take time to settle. A few habits keep you safe:

• Do not spend heavily on the assumption that demand will jump overnight. Test and watch the results.

• Keep your hours, offers, and information updated as things change.

• Be honest in your marketing, and avoid promising things you cannot deliver on busy days.

• Make sure you can answer enquiries when you are busy. An AI chatbot or AI receptionist can handle the early and late questions.

Measure It

Track where enquiries and customers come from. Use tracking tags on your campaigns, ask new customers how they found you, and note how many are visitors and how many are locals. Look at the numbers by month, not just by week, because visitor patterns are seasonal.

A Devonport Checklist

• Check your Google profile: hours, pin, photos, and categories.

• Set special hours for holidays and events.

• Build a planning stage guide for visitors.

• Show practical details such as parking and access.

• Collect reviews from visitors and locals.

• Start an email list.

• Try one paid campaign aimed at Victoria, and measure it.

• Make sure you can answer early and late enquiries.

How Bolder Digital Approaches Devonport

At Bolder Digital, we build Devonport marketing around the ways people really arrive, plan, and return. We tidy your profile and listings, create content for planners and arrivals, set up campaigns that fit your budget, and keep a close eye on what is working. You can see how this fits with our local SEO services in Devonport, our digital marketing in Devonport, and our Google Business Profile optimisation.

The Bottom Line

Devonport has always been where Tasmania begins, and the new ships will make the gateway wider. Reaching those visitors, and the north west coast communities behind them, takes more than a sign on the street. Be easy to find before they arrive and when they land, make practical information clear, look after your locals, and measure what happens. A business that does the basics well will be ready when the crowds come, whatever they turn out to be.

Frequently Asked Questions

When do the new Spirit of Tasmania ships start?
The Tasmanian Government says Spirit of Tasmania IV and V are scheduled to begin passenger sailings on 31 October 2026, with a new terminal at Spirit Quay in Devonport. Dates can change, so check with the operator.

How can a Devonport business reach ferry visitors?
Reach planners before they arrive with useful content and campaigns aimed at Victoria, then win the mobile moment on arrival with an accurate Google Business Profile, clear hours, photos, and practical details such as parking.

Will the new ships bring more customers automatically?
Not automatically. They increase capacity, but demand depends on bookings and the economy. Prepare, test, and measure before committing a large budget.

Should I focus on tourists or locals?
Both. Locals sustain most businesses all year, and their reviews and loyalty help you win visitors. Use different messages for each.

How does Bolder Digital help Devonport businesses?
We tidy your profile and listings, create content and campaigns for planners and arrivals, support your local customers, and track what is working.

Jarryd Holmes, Founder & Owner, Bolder Digital | Prospect Vale, Tasmania | bolderdigital.com.au