Tasmania launches campaign telling tourists to stay away

New video shows man leaving queue

The campaign features a short video where a man abandons an endless line for a famous pastry. He then finds solitude in the Tasmanian outdoors instead of joining the crowd. Former SBS newsreader Lee Lin Chin fronts videos exploring walking trails during her visit to the region. She lives mostly offline without a mobile phone while promoting this specific message about quiet travel.

Experts explain reverse psychology strategy

Tourism Tasmania CEO Sarah Kingston Clark stated the campaign is wry rather than anti-visitor. Professor Can-Seng Ooi from the University of Tasmania noted studies show tourists hate themselves and want to avoid each other. Associate Professor Char-lee McLennan from QUT said the strategy uses reverse psychology to steer visitors beyond established hotspots. Marketing expert David Waller from UTS added the theme targets overcrowded destinations instead of being anti-tourist generally.

Campaign reflects Scandinavian travel imagery

Professor Ooi noted the imagery includes saunas and vinyl records which reflect a Scandinavian influence on the message. The campaign targets stressed people yearning for quietness especially those living in urban cities on the mainland. Success depends on whether the real experience lives up to its promise of delivering meaningful economic benefits. Regional communities will see if this approach helps them while changing how visitors view themselves as travellers.