Boag's tours saved after support pours in

A visitor centre at the much-loved James Boag's Brewery in Tasmania has been brought back from the brink, days from when it was scheduled to close.

The centre and tours at the Launceston brewery were slated to close on January 31, with owner Lion citing the impact of COVID-19.

However, Tasmanian Premier Jeremy Rockliff decried the decision as not meeting "the pub test", and on Thursday announced the government was stepping in to keep the attraction open.

Mr Rockliff promised it would be bigger and better thanks to an in-principle agreement between Lion and the state government for $1 million in funding.

"The Boag's Brewery Visitor Centre is not only a local cultural icon but a vital part of the local northern economy attracting thousands of visitors a year," Mr Rockliff said.

"The unique experience it offers has been a significant drawcard for Launceston for decades, with the benefits flowing to other businesses in the region and across the state."

James Boag's Brewery director Nathan Calman hailed the outcome as a win-win for Launceston.

The outpouring of passion in response to the announcement about the visitor centre's closure reminded the brewery of how integral it was to the local community, he said.

"We will now work with our Boag's Visitor Centre team, who will all retain their roles, to consider how we can use this funding to enhance the Boag's brewery tour experience and promote tourism to Launceston for the benefit of the region," Mr Calman said.

City of Launceston Mayor Danny Gibson described the decision as "incredibly exciting" for the local community, saying it would give a much-needed boost to the visitor economy.

Labor Member for Bass Michelle O'Byrne welcomed Boag's visitor centre and tours continuing, but said the campaign to keep them open revealed long-term issues for businesses.

She called for a thorough review and the development of a strategic economic response to help ease "mounting and unnecessary" costs that businesses around the state were dealing with.

Boag's visitor centre and tours will remain open for the foreseeable future.

Anyone with a Tasmanian driver's license can tour Boag's for free during the next 12 months.