Tasmania’s Off Season Reaches New Heights
Australians are being encouraged to ‘become a winter person’ as part of this year’s Off Season campaign.
More than 600 offers and events are available as part of this year’s widespread campaign, which creatively demonstrates Tasmania’s unique winter appeal to millions of people across the country.
Premier and Minister for Tourism, Jeremy Rockliff, officially launched the campaign at Harland Rise Chapel on Sunday.
“Now in its fifth year, the Off Season campaign encourages Australians to reimagine their winter holidays. Winter is not a season to escape from – it’s a chance to feel rejuvenated and restored, and Tasmania is the perfect place to embrace the season,” Premier Rockliff said.
“We know travellers are looking for unique experiences and with more than 600 Off Season activities to choose from, there is something for everyone in Tasmania this winter.
“One in eight Tasmanian jobs are supported by the tourism industry, making it an integral part of our economy and communities.
“The campaign drives visitation to our regions, and I want to commend all the operators involved.
“It is fantastic to see a range of events around the State, including the return of the full Dark Mofo program.
“As part of our 2030 Strong Plan for Tasmania’s Future, we are growing our tourism sector, training the next generation of workers and backing in businesses.”
The Off Season’s black and white advertising is designed to stand out in busy urban environments.
Tourism Tasmania CEO, Sarah Clark, said they are always looking for creative ways to reach a wide audience across multiple platforms and digital channels including taking over Martin Place retail precinct in Sydney.
“We will also be partnering with airlines and trade partners to further drive bookings – including supporting airline seat sales and self-drive packages which give visitors the opportunity to explore the State’s many regions by car on an ultimate winter road trip,” Ms Clark said.
The campaign is also partnering with the Hamish and Andy podcast, the SBS TV series ‘Alone’, and Good Weekend and Traveller magazines to produce Tasmanian content that helps tell the story of the Off Season.
https://www.premier.tas.gov.au/latest-news/2025/march/tasmanias-off-season-reaches-new-heights