Tasmania tells tourists to stay away in new reverse-psychology marketing campaign

Tourism Tasmania has launched a tongue-in-cheek marketing campaign declaring that the island state is not really for tourists. Enlisting former newsreader Lee Lin Chin, the campaign uses reverse psychology and humor to target stressed urban residents who are yearning for quietness and solitude in nature rather than overcrowded tourist hotspots. Experts suggest the strategy reflects the modern tensions of travel, noting that many people prefer to identify as travelers rather than tourists to avoid negative connotations. The campaign features videos of visitors abandoning long queues to explore Tasmania's walking trails, promoting a slower-paced and peaceful experience.