29 August 2025

Jane Howlett, Minister for Tourism, Hospitality and Events

The prestigious Mumbrella Travel Marketing Awards took place in Sydney last night, with Tourism Tasmania winning the award for Travel Marketing Team of the Year.
The annual awards recognise Australia’s most innovative, creative and effective tourism marketing within highly competitive travel markets.
Minister for Tourism Jane Howlett says the win is acknowledgement of the achievements of Tasmania’s tourism sector and demonstrates how we are working together to move our state forward.
“To be recognised at the Travel Marketing Awards proves that the Tasmanian tourism brand is strong and is working to represent our tourism and hospitality industry effectively,” Minister Howlett said.
“The Tasmanian Government supports the hard work being done by Tourism Tasmania within a competitive environment to inspire travellers to visit Tasmania and experience our many tourism and hospitality offerings.
“These efforts cannot be understated, with tourism contributing $4.55 billion to the State’s economy and employing more than 50,000 Tasmanians directly and indirectly within the industry. That’s a 15.6 per cent share of Tasmania’s total employment.
“I commend the Tourism Tasmania team on the work they do and on receiving this accolade.”
Sarah Kingston Clark, CEO, Tourism Tasmania said the awards demonstrate Tasmania’s market-leading approach to destination branding and promotion.
“Our Come Down For Air brand platform resonates strongly with travellers across all our core markets and is continuing to see Tasmania stand out among other destinations across Australia and abroad,” she said.
“This year, we have seen strong visitor numbers and visitor spend across Autumn and Winter, supported by our Off Season campaign which invites Australians to ‘Become a Winter Person’ with a unique holiday in Tasmania.
“Our research shows that Tasmania is currently ranked second only to Queensland in terms of brand awareness."
Tourism Tasmania received five nominations across four categories at this year's awards, including:
  • Ad Campaign of the Year: The Off Season ‘Become a Winter Person’;
  • Best Use of Native or Content Marketing: TasmanAi;
  • Best Use of Native or Content Marketing: The Off Season partnership with Broadsheet Media;
  • Best Brand Partnership: Adventure.com x Tourism Tasmania x Jeep Australia; and
  • Travel Marketing Team of the Year.
The next Come Down For Air campaign will be live in Australian markets at the end of September to continue to build demand for travel to Tasmania.