Not Really For Tourists

Tourism Tasmania’s new domestic campaign, “Not Really For Tourists,” takes a wry look at the travel trends that can make every destination feel the same. The hero film follows a man who joins the queue for a viral pastry, travelling across the city and even across the ocean before discovering that a more meaningful experience awaits in Tasmania. It is the latest evolution of the tourism body’s long-running “Come Down For Air” platform, which first launched in 2019.

The deliberately ironic campaign line is designed to provoke curiosity rather than suggest Tasmania is closed to visitors. Tourism Tasmania chief marketing officer Lindene Cleary says the campaign represents a shift in how the organisation brings its marketing to market, with earned media and social content playing a much bigger role. The strategy is intended to provide context around the provocative message and ensure that both audiences and AI tools understand the campaign’s true invitation.

A key part of the supporting content is a series of videos featuring former broadcaster and fashion personality Lee Lin Chin. Taking a first-time visitor’s perspective, Chin explores one of five newly launched “De-Tourist Trails,” which encourage travellers to venture beyond the usual attractions and discover the deeper connections people have with the island. Tourism Tasmania chose Chin for her distinctive personality, dry humour and broad appeal – as well as the amusing fact that she had never visited Tasmania before.

Together, the five trails feature more than 200 destinations, experiences and places to stay, involving more than 100 local operators. By encouraging Australians to take a detour from familiar tourist experiences, “Not Really For Tourists” builds on “Come Down For Air” while offering a fresh, playful invitation to discover Tasmania on a deeper level.