Tasmania tells tourists to stay away in reverse psychology rebrand
Tourism Tasmania targets people who hate crowds. It declares the state is not for tourists.
Tourism Tasmania released a tongue-in-cheek campaign. The campaign positions the state as not for typical tourists.
Many Australians prefer calling themselves travellers. Australians see tourists as crowded, line-joining, mass-market visitors.
The campaign features former SBS newsreader Lee Lin Chin. She made videos exploring walking trails.
One video showed a man leaving a queue for a famous pastry. He found solitude outdoors instead.
Tourism Tasmania's CEO says the campaign reflects tensions of modern travel. University researchers suggest it appeals to urban mainland Australians.
They want quietness and slower pace. The campaign uses Scandinavian-style images.
It shows saunas, vinyl, and books. This signals a different kind of destination.
The strategy aims to steer visitors toward quieter experiences beyond established hotspots.
- Lee Lin Chin, former SBS newsreader
- Campaign spokesperson
- Sarah Kingston Clark
- CEO
Why it mattersTourism marketing is shifting. It moves from "come see everything" to "come escape crowds". This could reshape how regional areas compete for visitors.
AustraliaIf successful, could direct more Australian travellers to regional Tasmania experiences and reduce overcrowding at major tourist sites.
