Tourism Tasmania 2024 Off Season campaign launches

Tassie’s tourism body urges mainland Australians to chill out in Tasmania with the newest iteration of the long-running Off Season marketing campaign, highlighting more than 500 wintry experiences from 445-plus businesses statewide.

Now in its fourth year, the Off Season campaign positions Tasmania as a must-visit winter destination, aiming to drive visitation during the traditionally quieter travel period from May to August.

Curated experiences and events for visitors and locals range from mushroom picking in old rail tunnels and live music in underground caves to pop-up saunas and cold-water plunges in whisky barrels.

Featuring the signature, moody black-and-white imagery, the creative approach features a 60-second film with a domestic and intrastate multichannel campaign running until 31 July in key markets.

Tourism Tasmania’s winter campaign

Tourism Tasmania CEO Sarah Clark emphasised the importance of a strong Off Season campaign to attract visitors in winter.

“While Tasmania has had a good summer in terms of visitation and spend, we are operating in a challenging and competitive travel environment and this winter will be no different,” she said.

Tourism Tasmania’s Off Season campaign features more than 445 local businesses.

“As Tasmanians, we understand the magic of our island during winter. We know how to be ‘winter people’ and we do it well.

“The Off Season represents a large-scale collaboration with the local tourism industry to collectively create uniquely Tasmanian experiences, reshaping Australians’ perception of a winter holiday.”

Off Season offers across Tasmania will be available for travel between May and August 2024.

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