Tourism Tasmania
Sarah Kingston Clark
Spring is in full swing, and Tasmania is gearing up for a strong summer season. Seasonal direct flights have resumed from Auckland, Adelaide, Brisbane, Canberra and Perth, and we’re excited to welcome the first ever direct route between Hobart and Newcastle from Jetstar. These flights will run through to early next year, strengthening our ties to mainland cities and increasing our international connections, with international visitors important to our visitor economy. Cruise season is also underway, with the Disney Wonder kicking things off in October, providing more choice for travellers to experience our landscapes, culture and produce. While current visitation and outlook is positive, it’s essential that we continue to drive demand year- round. Our latest Come Down For Air campaign is in market until March 2026, designed to keep Tasmania front of mind in a competitive tourism landscape. Since its launch in 2019, Come Down For Air has grown into a trusted and memorable brand platform that invites Australians to escape the stress of everyday life and reconnect with nature, culture, and history. This year’s campaign builds on six years of insights, refreshing our best-performing creative assets and placing them in high-impact locations—including major billboards, TV, social media, and even trams in Melbourne’s CBD. With a goal of reaching over 10.7 million people across all channels, the campaign ensures Tasmania remains one of Australia’s most desirable holiday destinations.
We’re also planning for the next Off Season campaign to showcase Tasmania’s unique winter appeal to support our tourism sector year-round. For Off Season 2026, we are again highlighting experiences that can only be enjoyed during our cooler months, and we would love for you to create a unique winter offering and be part of the campaign. We understand it’s hard to think ahead to winter during the busy summer season, but if you have a winter offer, or even just an idea for one, we’d love to hear from you. Whether it’s something bold or quietly different, your contribution will help shape the next Off Season 2026 into something worth embracing. If you are new to our Off Season campaign, or would like a refresher on how to best leverage it, we will be hosting a free Off Season Masterclasses in each region throughout November. The masterclass is a great opportunity for business owners to increase tourism marketing knowledge, gain a deeper understanding of the Off Season’s competitive positioning, and get some practical information on how to get involved in the campaign. Visit www.tourismtasmania.com.au for dates and more details on how to register. Finally, you may have seen or heard some of the many awards and accolades Tasmania has been receiving lately, not least of which Gordon Ramsay heralding our produce-led food experiences as some of the very best in the world. I would also like to congratulate Rodney Dunn from The Agrarian Kitchen for recently winning the Knife of Excellence award in Milan at The Best Chef Awards. More recently, Hobart was named a global ‘Destinations of the Year’ for 2026 by Expedia, and Tasmania featured in a lineup of tropical islands in Condé Nast ‘Best Islands in the World’ Reader’s Choice Awards. I hope you have a successful summer and enjoy the longer days and the energy of the season, and I look forward to sharing more updates as we head toward the end of the year.
61 Tasmanian Hospitality Review October/November Edition
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