'Tourists hate themselves'
Island state declares it ‘is not really for tourists’ – but is the marketing strategy just a cheeky piece of reverse psychology?
TL;DR
- Tourism Tasmania's new campaign suggests the island state is 'not really for tourists'.
- The campaign uses former SBS newsreader Lee Lin Chin and plays on the idea that people prefer identifying as 'travellers' over 'tourists'.
- Research suggests tourists dislike themselves and seek to avoid each other, preferring quietness.
- The strategy uses reverse psychology to potentially benefit regional economies by moving visitors away from popular spots.
- The success of the campaign relies on Tasmania's actual experience living up to its promise and delivering economic benefits to regional communities.