A new national campaign is aiming to encourage more Australians to holiday in Tasmania, with activity running through December 2027 to support travel during both peak and shoulder seasons.
‘A Tasmanian Reset’ has been developed by Intrepid Travel and Tourism Tasmania and features Australian comedian, actor and writer Susie Youssef experiencing the state through locally led small group travel.
A 10-minute hero film showcases Tasmania’s wilderness, wildlife, food and communities, supported by paid and organic social activity promoting Intrepid’s domestic touring range.
The campaign draws on Intrepid research involving 8,000 travellers across Australia, the UK, U.S. and Canada. Almost half said peace and quiet was a priority when considering nature based travel, while 46% wanted to escape everyday stress and 36% sought a stronger connection with the outdoors.
By comparison, 13% said physical adventure was a key motivation.
Yvette Thompson, Intrepid Travel General Manager ANZ, said the campaign reflected growing interest in holidays that provide time outdoors and a break from everyday routines.
“More Aussies are seeking a stronger connection with the outdoors and holidays that make them feel refreshed,” Ms Thompson said.
“This campaign showcases Tasmania at its best through the lens of small group travel, giving travellers the opportunity to slow down, connect with local communities and experience the island in a meaningful way.”
A national competition is also running alongside the campaign, inviting Australians to explain in 25 words or less why they need a Tasmanian reset.
The winner will receive a place on Intrepid’s six-day ‘Tasmania Adventure’, including return economy flights from Sydney, Melbourne, Brisbane, Adelaide or Perth. Entries close on August 17.
Travel advisors can use the campaign to promote Tasmania departures through 2027, with the partnership designed to generate longer term awareness and demand for domestic touring.
