The campaign leans into Tasmania’s bold winter identity, celebrating those who embrace the cold rather than endure it.
Featuring visually striking black-and-white portraits of ‘winter people’, overlaid with contrasting neon-green copy, the creative is designed to stand out from competitors.
The campaign aims to convert inspiration into bookings through more than 500 off season offers and events, developed in collaboration with tourism operators across the island – many created specifically for, or only accessible during, Tasmania’s cooler months.
These experiences range from cosy, luxe and clothing-optional stays to deep wilderness expeditions, floating sauna, contrast therapy and meditation experiences, alongside indulgent culinary offerings including long-table feasts, black truffle degustations, ocean-to-plate seafood and whisky, wine and mulled cider tastings.
Off Season experiences will also come alive under Tasmania’s long winter nights and dramatic landscapes – from dark-sky cruises and bioluminescence tours to nocturnal wildlife encounters, stargazing and immersive storytelling.
Other activities include mountain biking, snow, foraging, fungi and fossicking adventures, farm goat and wine dog escapades, scavenger hunts and hands-on workshops spanning photography, sculpting, carving, knitting, stone painting and seasonal scent-blending.
A bumper calendar of distinctive festivals and events, including Dark Mofo, Beaker Street Festival, Tasmanian Whisky Week and the Nude Solstice Swim, further showcases the diversity, depth, breadth and otherworldly atmosphere of a Tasmanian winter.
The 2026 campaign launches off the back of record visitor spend and visitation during Tasmania’s May to August period last year, reflecting growing demand for the island’s winter experiences.
“From the beginning, the Off Season has been about reframing how Australians think about winter – not as something to escape or endure, but something to lean into… preferably with a good coat, a glass of something local, and an unassuming, adventurous spirit,” said Lindene Cleary, Tourism Tasmania Chief Marketing Officer.
“Over time, the campaign has helped cement Tasmania’s Off Season as a distinctly Tasmanian cultural moment – equal parts invigorating, indulgent, quirky and a whole lot of the unconventional and unexpected.
“While we don’t have the same marketing budgets as some other destinations, we’ve focused on being creative, consistent and distinctive in how we tell Tasmania’s winter story – and that’s where we’ve been able to cut through.”
Tourism Tasmania’s 2026 Off Season campaign will run until August 31.
