Tourism Tasmania makes winter pitch to lure visitors during the off season to boost businesses

We’re not afraid of the chilly weather, but those on the big island might need some persuading. Now, Tasmania’s Tourism body’s has made its winter holiday pitch. WATCH HERE.

The chilly winter months traditionally mark a downturn in visitors across the state, however Tourism Tasmania is giving 500 reasons to change that.

The industry body’s latest Off Season program, launched on Monday, has united 445 businesses across Tasmania to promote more than 500 ‘wintery’ experiences and events for locals and visitors to enjoy.

Dunking Southern Wrights cold water swimmer, Susie Kingston in a pop-up sauna as part of the Hobartica festival. Picture: Linda Higginson

One of those experiences is a new offering at Beaker Street Festival — Hobartica Festival.

Taking place at Mawson Place on August 6-11, Hobartica will immerse festival-goers in a variety of Antarctic experiences including three saunas, five plunge pools and sharing a whisky or beer with an Antarctic scientist.

It aims to highlight the city as a gateway to Antarctica and draws on Hobart, Antarctic and Finnish culture.

The Off Season winter campaign aiming to boost tourism-reliant businesses during the traditional off-season is in its fourth year.

Tourism Tasmania chief executive Sarah Clark said the campaign was a large-scale collaboration with the local tourism industry to showcase Tasmania’s unique experiences and reshape Australians’ perception of a winter holiday.

“As Tasmanians, we understand the magic of our island during winter. We know how to be ‘winter people’, and we do it well,” said Ms Clark.

“While Tasmania has had a good summer in terms of visitation and spend, we are operating in a challenging and competitive travel environment and this winter will be no different.”

With no holds barred, the advertisement lays bare the truths of a cold winter.

One clip shows a puffer wearer at the beach going through the stages of Tasmanian winter, including hope, bargaining, denial and acceptance.

The advertisements will run across television, billboards, video on demand, cinema, social and digital channels in key domestic markets.

Executive Director of Beaker Street Festival Margot Adler, CEO of Tourism Tasmania Sarah Clark and CEO of Tourism Industry Council Tasmania, Amy Hills test out the makeshift sauna as part of the Hobartica festival. Picture: Linda Higginson

“With over 500 Off Season experiences available, this winter is the perfect opportunity for Tasmanians to rediscover and explore their own backyard, visit regions they haven’t been back to for a while, try out a hotel or restaurant that’s been on the bucket list, and maybe even take an invigorating cold water plunge,” said Ms Clark.

The campaign will run until July 31.

Last year’s Off Season campaign included wrap around advertisements on Melbourne trams.

Originally published as Tourism Tasmania makes winter pitch to lure visitors during the off season to boost businesses