kabarsula Tourism Tasmania tells Australians they’re ‘not really for tourists’ in new campaign bandar SLOT INDONESIA

Tourism Tasmania has launched a new domestic campaign that pokes fun at tourist habits, introducing five De-Tourist Trails and enlisting Lee Lin Chin as its face.

Not Really For Tourists is the latest evolution of the Come Down For Air brand platform and rolls out across Australian screens from today.

The campaign’s hero film, The Line Up, follows a tourist who joins a queue for a viral pastry, only to find the line stretching across the ocean. He ends up in Tasmania, where he steps out of line and discovers something more rewarding.

Tourism Tasmania CEO Sarah Kingston-Clark said the campaign was playfully provocative rather than anti-tourist.

“Everyone is welcome, however you choose to travel, and there’s something rewarding to discover whichever path you take,” she said. “But we do believe the real magic of Tassie – and most places, for that matter – often happens when you leave behind some of those more touristic habits and ways of thinking.”

Research behind the campaign

The launch is backed by nationally representative research from Decibel Research, which found:

• 75% of Australians would rather be called a ‘traveller’ than a ‘tourist’, and 57% actively avoid looking like one
• 82% prefer fewer, more meaningful experiences over packing more in
• 86% believe tourist mindsets can detract from holiday enjoyment
• 70% say modern travel can feel more exhausting than relaxing, while just 57% return from holidays feeling refreshed
• 73% say their favourite experiences often come from spontaneity, yet they spend an average of 15 hours researching a trip before booking, with about one in six spending more than 40 hours

The research also identified five ‘tourist conditions’, ranked by how many Australians recognised them in themselves: FOMO Fatigue (37%), Planning Paralysis (23%), Queue-itis (13%), Chronic Review Reliance (11%) and Performative Travel Itch (11%).

De-Tourist Trails

Tourism Tasmania describes the five De-Tourist Trails as a world first. Four are regional and one is island-wide, and together they feature more than 200 places, experiences and stays. They are designed as loose, meandering routes rather than fixed itineraries, and each is pitched as an antidote to one of the five tourist conditions.

The trails are live now at discovertasmania.com.au, and Tourism Tasmania is positioning them as fresh destination inspiration for travel advisers and industry partners.

Lee Lin Chin and competition

Chin features in Lee Lin Chin Investigates, a series of video shorts released today. It follows her first visit to Tasmania, eight years after she left television news, as she becomes the first person to experience a De-Tourist Trail.

A consumer competition also launched today, offering four Tasmanian holidays for two, with each winner matched to one of the four regional trails.

More information is at discovertasmania.com/not-really-for-tourists.