Come Down For Air: Refreshed strategy to lure visitors to Tasmania

There’s a refreshed strategy to lure more mainland tourists down to Tasmania. Here’s how they’ll be targeted.

Great Walks of Australia (Cradle Mountain Huts Walk). Picture: Tourism Australia.

A refresh of a long-running tourism campaign will hope to entice more visitors from lucrative interstate markets, Premier Jeremy Rockliff says.

Mr Rockliff launched the refreshed Come Down For Air campaign at the Launceston Gorge on Monday.

Interstate travellers will be enticed to visit the state via a range of media including television, billboards, transit shelters, shopping centres, gyms, office towers, social media and online.

Mr Rockliff said the state’s economy was heavily dependent on tourism.

“The tourism industry is iconic industry, it’s an industry that employs 43,000 Tasmanians. One in eight Tasmanians are employed in the visitor economy,” he said.

“The Come Down for Air campaign is one of those great branding campaigns that’s been very successful in recent years.

“We are investing for the $4m when it comes to destination marketing for tourism, to bring more visitors to Tasmania, to stimulate demand and to ensure that the 43,000 people that are employed in the visitor economy continue to be employed.

“There’s a lot of competition for the tourism market, and so it’s very important that we continue to invest, invest heavily and invest wisely when it comes to tourism marketing.”

Images from new Tasmanian tourism campaign.

This is the sixth iteration of the Come Down For Air campaign and is funded from $4m the state government has set aside for destination marketing.

Since the slogan was first rolled out in 2019 awareness of Tasmania as a holiday destination is now ranked second only to Queensland.

Visitors inject about $3.5bn into the Tasmanian economy every year.

Tourism Tasmania acting CEO Vanessa Pinto said the campaign would run until March.

“Tourism Tasmania is really passionate about our campaigns, because what we seek to do is to drive demand for Tasmania’s holiday destination now and into the future, and to drive those bookings, get people to book those planes, book that accommodation, fill their itinerary with everything that you can get in each of the regions,” she said.

Originally published as Come Down For Air: Refreshed strategy to lure visitors to Tasmania