Come Down For Air 2026-27 campaign is now live
Inspiring travellers to choose Tasmania
With destinations around Australia and the world competing for visitors, it is important Tasmania remains competitive. Tasmania must continue to attract the attention of potential travellers, build awareness of what makes our island unique and encourage people to choose Tasmania for their next holiday.
Importantly, tourism marketing is not just about increasing visitor numbers. It's about attracting visitors whose interests align with the experiences Tasmania offers, encouraging travel that delivers value for both visitors and local communities.
That’s where this latest campaign comes in. Tasmania's not really for tourists; it's a place for travellers looking for something deeper.
Challenging the ‘tourist’ mindset
Not Really For Tourists is the newest chapter of Come Down For Air, taking the brand in a more playful, tongue in cheek direction. It starts from a simple observation: today’s travellers want more from a trip than another box ticked or another photo posted, they’re after real connection, not an escape from real life.
The campaign gently challenges “tourist culture”: the pressure to plan every moment, tick off every must-see and document every highlight perfectly, while admitting that being a tourist somewhere new is pretty unavoidable, and that’s fine.
Watch the video to hear our CEO Sarah Kingston Clark and CMO Lindene Cleary talk about the ideas behind the campaign.
Who we target and how
The campaign targets domestic travellers in NSW, VIC, QLD, ACT, SA and WA, aiming to reach an audience of people aged 25 to 65 who are planning or thinking about a holiday.
Our new hero film will light up TV screens, streaming platforms, YouTube and the big screen at the cinemas. Outdoor advertising will feature two hand-painted murals in Sydney and Melbourne designed to stop people mid-stride and get them talking, alongside takeovers of Southern Cross Station and Manly Wharf.
We’re showing up on social media, with content creators sharing fresh takes on Tasmania, on a podcast partnership, in Reddit communities, and even in the Uber app.
These are new for us, and they put Tasmania in front of curious, younger travellers who are just starting to think about their first Tassie trip.
When Australians start planning, search ads, email and retargeting will be there to help people turn their next holiday into a trip to Tasmania.
The Line Up
Watch our film The Line Up, to see how we’re bringing the campaign idea to life.
Not Really For Tourists images
Travel deeper
How you can benefit
Our campaigns are designed to make people want to travel to Tasmania and take the first steps towards planning their trip. Capturing those people during the planning phase is where you come in. While we do the work to help people decide to come and explore, the moment they start planning is what matters for you: you need to be easy to find when they go looking.
Some tips for turning the interest and demand generated by Come Down For Air into bookings for your business:
- Check the basics. Make sure your website, ATDW listing and Google Business Profile have current hours, recent photos and a clear booking button.
- Lean into the feeling. Describe what it’s like to spend time with you, not just what’s on offer. The slow morning, the local tip, the chat over the counter. That’s the stuff nobody else can copy.
- Use the name properly. Always say Not Really For Tourists in full (never “Not For Tourists”) and pair it with this context that Tasmania is a place for travellers looking for something deeper.
- Tell us what you’re up to. Got something new this season? Let us know here.