Tourism Tasmania
Tourism Tasmania on driving demand for our industry
Locals are vital to Tasmania’s visitor economy, contributing around $1.9 billion each year, and making up 25 per cent of all visitor nights. Running from November until March 2025, the campaign is focused on encouraging Tasmanians to make the most of the spring and summer seasons by enjoying new experiences, packing up the family for a weekend away and catching up with friends at a local pub or cafe. The campaign will highlight a mix of tourism experiences, accommodation and hospitality venues right across the state. The Off Season will follow the Tasmania and Come Down For Air campaigns - with submissions for 2025 Off Season Offers now open on www.tourismtasmania. com.au . With so many recent awards and successes within Tasmania’s tourism and hospitality sector, Tasmania is quickly becoming the nation’s standout tourism state. This recognition shows just how strong Tasmania’s tourism and hospitality industry is, helping to continue to put our state on the map as a travel destination nationally and internationally. It’s a true testament to the passion of Tasmania’s operators and teams, and the support of local communities.
In a competitive tourism market, a strong and memorable destination brand is key to ensuring Tasmania is top of mind when Australians are ready to book their next holiday. Continuing its success in setting Tasmania apart, Come Down For Air encourages Australians to find their own space and calm, emphasising the contrast between the fast pace of ‘mainland’ life and the slower, more mindful pace of our island state. Come Down For Air and The Off Season campaigns have been really successful in setting our state apart over the last six years, with awareness of Tasmania as a holiday destination second only to Queensland. However, it is also important we continue to drive bookings for our tourism, hospitality and accommodation businesses across Tasmania over the months ahead. That’s why Tourism Tasmania has been working closely with Events Tasmania, Department of State Growth, Tourism Industry Council Tasmania and Tasmanian Hospitality Association to develop a marketing campaign targeting Tasmanians across all regions of the state.
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