Tasmania tells tourists to stay away in tongue‑in‑cheek campaign

Tasmania’s tourism board has rolled out a campaign that declares the island state is “not really for tourists”. The Guardian reported the move is based on research that “tourists hate themselves”, prompting marketers to use reverse psychology to attract visitors. Former SBS newsreader Lee Lin Chin was recruited to front the tongue‑in‑cheek ads, which play on the idea that many Australians prefer to call themselves “travellers” rather than “tourists”. The Guardian questioned whether the strategy is simply a cheeky marketing stunt, but noted it aims to reposition Tasmania as a destination for those who see themselves as explorers rather than conventional holidaymakers.

Why it matters

The campaign illustrates how tourism bodies are experimenting with unconventional branding to stand out in a crowded market.

Key details

Location

Australia · Oceania

Reported by

The Guardian

First reported

12 Nov 2026, 14:00 IST

Key names

Tourism Tasmania, Tasmania, Research, SBS

Section

Travel

Sources

This is an independent summary. Read the full, original reporting from the publisher:

• The Guardian‘Tourists hate themselves’ – which is why Tasmania is telling people to stay away 12 Nov, 14:00

Read the full story at The Guardian ↗

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