‘Tourists hate themselves’ – which is why Tasmania is telling people to stay away

Tasmania, the island state of Australia, has launched a controversial marketing campaign declaring it "not really for tourists." The campaign, spearheaded by Tourism Tasmania, is based on the research of Professor Can-Seng Ooi, who suggests that tourists "hate themselves" and are seeking solitude in quieter environments. Former SBS newsreader Lee Lin Chin leads the campaign, appearing in a series of videos that poke fun at the tourist experience.

The campaign's central message is to "Come down for air," encouraging visitors to avoid the overcrowded tourist destinations and instead immerse themselves in Tasmania's natural beauty and tranquility. Tourism Tasmania's CEO, Sarah Kingston Clark, emphasizes that the campaign is not anti-visitor but rather aims to address the "tensions" of modern travel.

The campaign taps into the desire of urban tourists to identify as "travellers" rather than "tourists" due to the negative connotations associated with the latter. Professor David Waller, a marketing expert, suggests that the campaign employs reverse psychology to benefit regional economies by diverting visitors from established hotspots to Tasmania's quieter and more authentic experiences.