Fly Fishing

Tourism Tasmania has developed a marketing campaign to build awareness of Tasmania as a world-class fly fishing destination among fly fishing enthusiasts.

The campaign forms part of the Unordinary Adventures program and is based around the insight that fly fishing enthusiasts feel like a local in Tasmania, wherever they’re from. It invites fly fishers to experience the best the state has to offer by sharing local knowledge of the top fly fishing spots and techniques.

The campaign includes:

  • Advertising in print and digital, including video content - to boost awareness of what makes fly fishing in Tasmania so special and to encourage travel to the state.
  • Content to showcase fly fishing locations and experiences - to help fly fishing enthusiasts plan their next fly fishing holiday.
  • Bespoke hand-made Tasmania flies, tied by a local fly tier, which form part of the campaign creative. A limited number of these flies will be distributed to increase awareness, reach and advocacy for Tasmania.
  • A fly fishing campaign landing page on the Discover Tasmania website.

Visit the campaign website at

Campaign advertisements




Working with Industry

Here are a few ways that tourism operators can get involved in this campaign:

  • Download the Fly Fishing Enthusiast Profile [PDF 512kb] to learn more about people who travel for their fly fishing passion.
  • Extend the reach of this campaign by sharing the fly fishing industry assets through your social, digital and other marketing materials. Assets include videos, images for social media and email marketing banners.
  • Check out the new fly fishing imagery in Tourism Tasmania’s visual library, available to download and use in your marketing. Registration is easy and free.
  • Stay informed and subscribe to the Tourism Tasmania newsletter.
  • Get involved with your regional tourism organisation. If you are a tourism industry operator, being involved with your regional tourism organisation is really important. We work with them closely and they are an important connection point with us.