Tourism Tasmania
Sarah Kingston Clark
Summer in Tasmania is always a special time. Longer days, vibrant events, and endless opportunities to explore the state for visitors and locals alike. We’re already seeing strong signs of activity with seasonal flights operating into Launceston and Hobart, connecting Tasmania direct to Auckland, Adelaide, Brisbane, Canberra, Perth - and for the first time Newcastle. In fact, Hobart Airport are expecting one million passengers to pass through the terminal this summer. Cruise has also recommenced, bringing ships to ports across the state and adding to the buzz of the season. Overall, the outlook for summer visitation is positive. At Tourism Tasmania, we are making sure we have a strong brand presence across Australia this holiday season. Our Come Down For Air campaign is currently in market, delivering a consistent message across multiple high-impact channels to inspire travellers to choose Tasmania. Come Down For Air has grown to be a memorable and trusted brand platform that invites Australians to escape the everyday stress and routine of modern life. For the current campaign, we’ve stayed true to our original Come Down For Air message, while also building on what we’ve learnt from the last six years by refreshing our best performing advertisements. We’re mid-way through the campaign and already seeing strong results. Our TV ad has reached almost 40% of viewers over 25 Australia-wide, slightly higher than expected, and our brand has been seen 38.7 million times online. Since the start of the campaign on 30 September there have been 435,000 visits to our Discover Tasmania website, which indicates strong interest in planning and booking travel to Tasmania for 2026 and beyond.
As we close out 2025, it’s worth reflecting on what a remarkable year it has been for us as an industry. We’ve received some great accolades, consistently appearing on prestigious must-do travel lists published around the world, from Conde Nast, Time Out UK and Tatler Asia, to name a few. Expedia named Hobart a ‘Destination of the Year’ for 2026, and of course we had Gordon Ramsay rave about our food and produce in his list of best culinary destinations in the world. These accolades and industry recognition are a testament to the passion and dedication of everyone in our tourism and hospitality sector.
CALEDONIAN AVE, WESTERN AUSTRALIA. PICTURE: TOURISM TASMANIA
Looking further ahead, we’ve started planning the next Off Season 2026 campaign to keep the positive momentum going well into the cooler months. Become part of Off Season by submitting a special winter offer for visitors to book between May – August 2026. Visit our Tourism Tasmania website to find all the details. Congratulations on a great 2025 and I wish you all a safe, successful festive season and new year in 2026.
55 Tasmanian Hospitality Review December/January Edition
Made with FlippingBook - PDF hosting