‘Tourists hate themselves’ – which is why Tasmania is telling people to stay away
Summary
Tourism Tasmania launched a humorous campaign portraying the island as a place for people seeking quiet and nature rather than crowded attractions. Experts said the campaign draws on travelers’ wish to avoid crowds, but its success will depend on whether visitors’ experiences match the message and bring benefits to regional communities.Key Facts
- The campaign uses the tagline “not really for tourists” and features former SBS newsreader Lee Lin Chin.
- A campaign video shows a man leaving a long queue for a popular pastry to seek solitude outdoors.
- Tourism Tasmania CEO Sarah Kingston Clark said the campaign uses a wry tone to reflect tensions in modern travel.
- University of Tasmania professor Can-Seng Ooi said some tourists want quiet and prefer to identify as travelers rather than tourists.
- QUT associate professor Char-lee McLennan said the campaign could direct visitors beyond established hotspots.
- UTS marketing expert David Waller described the campaign as opposing overcrowded destinations rather than tourists.
- McLennan said the campaign’s success depends on visitor experiences matching its promise and producing economic benefits for regional communities.
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