Tasmania has been included on a list of 'must see' destinations by one of North America's top travel guides, Frommers.

Tourism Minister Paula Wriedt says the rating reaffirms Tasmania's standing as a sought-after destination.

She says Tasmania is one of only 10 destinations in the world recommended by Frommers and the only Australian destination.

Ms Wriedt says the publicity gained through the visiting journalists program is also invaluable.

"Those sorts of articles that then appear, and in particular editorial content, you just can't buy advertising that is the equivalent of it," she said.

"We estimate that every year through that program we get about $30 million worth of articles and endorsements that appear in very, very high profile magazines, newspapers and other publications, particularly in the northern hemisphere."