Tourism Tasmania
Sarah Clark
An update from Tourism Tasmania’s CEO Sarah Clark on planning for the winter months ahead
unique winter only experiences. I know some of you have already engaged with our Off Season industry support program, but it is not too late to submit an offer to be included in the Off Season program. To learn more about our Off Season campaign visit the Tourism Tasmania website and download our campaign toolkit www.tourismtasmania.com.au/ marketing/campaigns/the-off-season-2024/.
As we start to come out of the peak season, I’m sure many of you are setting you sights on what’s next and beginning to prepare for the cooler months ahead. Over the summer, Tourism Tasmania have been busy thinking about all things winter. We know that it has been a challenging travel environment across Australia and will continue to be a competitive marketplace this winter. To ensure we’re driving visitation and supporting our tourism and hospitality industry, Tourism Tasmania will be supercharging the Off Season campaign for 2024. This means that we will be increasing our investment in marketing in the lead-up and throughout winter, with more Australians seeing more of Tasmania in their living rooms, across cinema, on billboards in the streets and across social media. We will also be increasing investment in our airline partnerships focused on driving more people to come and visit Tasmania throughout the winter period. Winter is one of our best assets – from misty valleys, crisp mountain air, cosy fires and world’s best produce – we know how to do winter and we do it well. Our opportunity in Tasmania is to continue to change the way the rest of Australia sees winter – to see it as a season worth embracing, rather than escaping. We invite you to become part of the Off Season’s message to Australians and encourage you to leverage the campaign for your own business through offering
BEAKER STREET FESTIVAL. PIC CREDIT: REMI CHAUVIN AND BEAKER STREET
There is so much to look forward to this winter. While the broader Dark Mofo program will be on pause in 2024, I have no doubt their inimitable creativity and energy will be channelled into their showcase events, Winter Feast and Nude Solstice Swim. Mona also has an exciting winter program lined up, with one of their biggest exhibitions in recent years launching in June. Namedropping will be opening with a gala event at the
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