Tasmania Showcases Wild Beauty in Latest Come Down For Air Campaign
Tasmania has launched the latest chapter of its Come Down For Air campaign, inviting travellers from across Australia to pause, breathe and discover what makes the island so special.
Running from late September 2025 through to March 2026, the campaign showcases Tasmania as a destination where visitors can escape their busy routines and enjoy authentic experiences shaped by nature, culture, and history.
Tourism is a cornerstone of Tasmania’s economy, supporting one in six local jobs and contributing over $3.6 billion annually.
In a competitive market, keeping Tasmania at the forefront of your mind is vital. That is why this campaign leans on what already works.
Since its first launch in 2019, Come Down For Air has become a trusted and memorable brand, recognised for capturing the true spirit of the island.
The latest rollout stays faithful to that message while building on years of insights, refreshing high-performing ads and placing them where they will have the most impact.
Travellers can expect to see Tasmania everywhere.
From billboards in Melbourne’s CBD and Adelaide’s Rundle Mall to digital screens in Brisbane’s King George Square and Perth’s Yagan Square, the state will be front and centre in some of the country’s busiest spots.
Trams in Melbourne are also carrying the campaign, while television, streaming services and social media channels ensure it reaches millions more.
In fact, the goal is to achieve more than 300 million views across all platforms.
The campaign brings Tasmania’s icons to life, showcasing the fiery sands of the Bay of Fires, the lavender blooms of Bridestowe Lavender Farm, the rugged peaks of Ben Lomond and the quiet wilderness of Corinna.
It even includes the quirky nude solstice swim, which has become one of the state’s most talked-about traditions.
Each feature underlines the variety Tasmania offers, whether it is adventure, food, nature or a sense of community.
To give travellers an extra push to book, Tourism Tasmania has partnered with Jetstar on a flight sale, making the journey more affordable and accessible.
With direct flights linking the island to major cities, getting to Tasmania has never been easier.
Come Down For Air is more than just a marketing slogan.
It is a reminder of why Tasmania continues to draw visitors back, with its wild beauty, slower pace, and experiences that feel both grounding and refreshing.
For anyone looking to switch off and soak up something different, this campaign makes it clear Tasmania is the place to do it.
