Marketing program
Our role
Tourism Tasmania is the Tasmanian Government’s tourism marketing agency. Our role is to create demand for travel to Tasmania by connecting people culturally and emotionally to the state through domestic and international marketing programs that activate the Tasmanian tourism brand.
For more information, see About Us .
Our brand
Tasmania - Come Down For Air is the over-arching brand platform that underpins Tourism Tasmania’s destination marketing. The brand platform sets us apart in a competitive tourism marketplace, positioning Tasmania as the ‘antidote to the straitjacket of modern life’ and inviting travellers to come and escape the stress and routine of everyday life.
Tasmania - Come Down For Air celebrates everything about our home. It captures our sense of being and provides a platform to communicate who we are as people. When everywhere can feel generic, our potential visitors are being encouraged to feel more human on an island of difference. Here in Tasmania, we have a unique perspective on life and we’re welcoming others to join us.
Watch this video to hear more about Tasmania – Come Down For Air and how we are communicating the brand with audiences.
To view our current and recent campaigns, visit Our Campaigns.
To find out more about the brand and how to leverage it, check out our brand information Sheet [PDF, 60 KB].
Target markets
In 2023, Tourism Tasmania undertook a holistic segmentation study of the Australian travelling market, identifying the most suitable segments to help us drive future demand with a focus on value over volume. While we are targeting these specific segments, our marketing program will reach the broader travelling market through a ‘halo’ effect.
Internationally, we deliver a global program that builds on the Tasmanian brand and encourages visitation. Our focus is on key markets of opportunity, including China, the United States of America, Hong Kong, the United Kingdom, Singapore, New Zealand and Western Europe.
You can read more about our target markets and access fact sheets and other resources here.
We honour the uninterrupted care, protection and belonging to these islands, skies and waterways, before the invasion and colonisation of European settlement.
As part of a tourism industry that welcomes visitors to these lands, we acknowledge our responsibility to represent to our visitors Tasmania’s deep and complex history, fully, respectfully and truthfully.
We acknowledge the Aboriginal people who continue to care for this country today.
We pay our respects to their elders, past and present.
We honour their stories, songs, art, and culture, and their aspirations for the future of their people and these lands.
