New plans for the $1.8 million redevelopment of Launceston’s iconic James Boag’s Brewery Tours and Visitor Centre have been unveiled.
Premier and Minister for Trade and Major Investment, Jeremy Rockliff, said the brewery’s revitalisation plans signified a major investment in one of Tasmania’s most cherished cultural and tourism assets.
“Our Government has provided up to $1 million to assist Lion to expand the James Boag’s Brewery Tours and Visitor Centre at Launceston and enhance the visitor experience,” Premier Rockliff said.
“This project is another example of our Government partnering with industry to support the growth of tourism in Tasmania.”
The redevelopment will involve expanding the existing building and adding a new extension at the rear of the centre.
Plans also show the site’s beer garden will relocate around the heritage listed walnut tree and the museum display will be modernised and moved to the ground floor, creating a new immersive brand experience.
Deputy Premier, Michael Ferguson, said Lion’s commitment to the James Boag’s Brewery Tours and Visitor Centre, while retaining all visitor centre employees, was made possible through the Government’s support package to improve the brewery’s visitor experience.
“This partnership underscores our belief in Boag’s ability to attract even greater visitation to Launceston, benefiting Tasmania’s tourism and hospitality sectors, and the local community, more broadly,” the Deputy Premier said.
“As part of our 2030 Strong Plan for Tasmania’s Future, the Government is sustainably growing our tourism sector and this investment partnership will play an important role in meeting our goal.
“We know the tourism and hospitality sector is a major employer in Tasmania, providing more than 42,000 Tasmanians with jobs, including thousands in regional communities.
“By investing in our regional tourism offerings, we are helping keep the Tasmanian economy strong.”
The Tasmanian Liberal Government looks forward to celebrating the opening of the revitalised Visitor Centre in August 2025.
