Off Season 2026

The 2026 Off Season campaign is now live in key markets as an invitation to ‘become a winter person’ with a holiday in Tasmania. The campaign is designed to drive visitation to Tasmania during the traditionally quieter months of May through August to support our tourism industry year-round.

Last year, Off Season 2025 saw record 339,800 visitors between May and August and an 8.1 per cent increase in visitor spend. Tourism Tasmania aims to maintain this momentum and build on the strong campaign performance in 2026. 

Now in its sixth year, consistency is key to the campaign. We are staying true to our Off Season message to ensure we remain memorable, trusted, and effective in building the meaning of a winter holiday over time.

The black, white and neon look of Off Season creates a bold and distinct identity for the cooler months in Tasmania. The look and feel of the campaign ensure we stand out from other destinations, making it easy to be recognised by our audience.

Advertising channels include Free to Air and Broadcast on Demand TV, Cinemas, outdoor advertising placements, Radio and podcasts, social media, print and online. 
 
Channel Nine’s Today Show will amplify the Off Season with live weather crosses from multiple locations across Tasmania, broadcast nationally in May. 
  
Editorial partnerships with Broadsheet, Design Files, The Hobart Magazine and Lume will highlight operators around Tasmania. 

Experiences are at the heart of the Off Season, and this campaign is a true collaboration with Tasmania’s tourism industry. Operators across the state have created a diverse range of offers and events designed specifically for the cooler months – unlocking moments that are quintessentially Tasmanian and can only be experienced at this time of year.

Offers, events and travel inspiration are now live on the Discover Tasmania website.

Campaign activity will run in key markets of NSW, ACT, VIC, QLD, SA, WA, with a smaller local campaign within Tasmania, 30 March – 26 August 2026

You can read about previous Off Season campaigns here.

Examples from Off Season 2026