Campaign encourages travellers to connect, slow down in Tasmania

Tasmania’s new Come Down For Air campaign has been launched across Australia, inviting travellers to slow down, go deeper and experience Tasmania differently.

Minister for Tourism, Hospitality and Events, Roger Jaensch, said the new campaign is part of the Tasmanian Government’s plan to showcase the State as a must-visit destination, generating demand for tourism and hospitality operators.

“We know Tasmania has something truly special to offer, and the new Come Down For Air campaign is about sharing that with the rest of Australia,” Minister Jaensch said.

“This latest campaign is playful, bold and unapologetically Tasmanian. It celebrates the qualities, character and quirks that make our island so unique, while giving travellers a fresh reason to put Tasmania at the top of their must-visit list.

“Tasmania is the place to slow down, get off the beaten track and really immerse yourself in our extraordinary landscapes, culture, history, heritage and communities.

“We want visitors to discover more of Tasmania and experience everything our island has to offer, creating opportunities for businesses and communities right across the State.

“Visitors spend around $3.6 billion in Tasmania each year, and we're delivering on our plan to sustainably grow the industry.”

Tourism Tasmania CEO Sarah Kingston Clark said the campaign comes as new research reveals three in four Australians would rather be called a ‘traveller’ than a ‘tourist’.

“Australians are telling us they want a holiday that’s more enriching, personal and memorable. Travellers are after time to slow down and really take in a place," Mrs Kingston Clark said.

“So we are saying it with a wink and a nudge, using wry Tasmanian humour to remind people that Tasmania is Not Really For Tourists. It's a place for travellers looking for something deeper. Come here to slow down, go deeper and really connect.”

The campaign includes advertisements across a range of channels including television, billboards, cinemas, audio and streaming platforms, social media, print and digital media.

Spanning Tasmania's four regions, the campaign also launches the world’s first De-Tourist Trails - five flexible trails across Tasmania featuring more than 200 experiences, designed to help visitors detour off the beaten path and connect more meaningfully with the island.

Australian television icon Lee Lin Chin will feature on a series of quirky new video shorts investigating the De-Tourist trails. Also in the mix is street art in prominent Surry Hills and South Yarra locations by Tasmanian born artist Conrad Bizjak.

The 2026-27 Come Down For Air campaign will be in market in NSW, VIC, QLD, ACT, SA and WA from 12 November 2026 until 31 March 2027.