Tourism Tasmania: How anti-ordinary thinking drove anti-ordinary results for Tasmania’s off season

Tourism Tasmania, the Tasmanian Government's tourism marketing agency, launched The Off Season campaign to increase visitation rates, tourists' average length of stay, and overall visitor spend during winter, the coldest, darkest time of the year.

Executive summary

The Off Season was developed to address one of Tourism Tasmania's most difficult problems - how to attract visitors to Tasmania in winter, the coldest, darkest time of the year.

Emerging from the pandemic, and facing fierce economic headwinds, an island state heavily reliant on the tourist dollar needed to revitalise the industry with a compelling call to the mainland.

Australia is culturally hardwired to worship summer, so in winter we hibernate, waiting for it to be over. But The Off Season positions Tasmanian winter as an opportunity to wake up the senses rather than switch off.


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