Bridestowe Lavender Estate, Nabowla
Luke Tscharke
Come Down For Air
Come Down For Air is the overarching brand platform that underpins our destination marketing.
Since 2019, the Come Down For Air brand platform has positioned Tasmania as the antidote to the straitjacket of modern life and invited travellers to escape the everyday stress and routine.
Our strategy is to continue to build on the platform year on year. In doing so, we are creating a brand that is memorable, trusted and effective in creating demand and driving visitation to Tasmania.
In a highly competitive travel market, a strong and memorable brand is key to ensuring Tasmania stays top of mind for travellers. With tourism one of the state's oldest and most valuable industries, it is important to continually invest in the tourism brand to generate future demand for the industry.
Our latest campaign
Our 2026/27 campaign, Not Really For Tourists, is the latest evolution of Come Down For Air. Tasmania’s not really for tourists; it’s a place for travellers looking for something deeper.
See what the campaign means for your business.