The Off Season 2025 – ‘become a winter person’
Winter may have just ended, but planning for the 2025 Off Season campaign has already begun.
The fifth annual Off Season campaign will continue to position Tasmania as a must-visit winter destination, focused on driving visitation during the traditionally quieter travel period between May and August.
Tourism Tasmania is now inviting tourism operators to submit their 2025 Off Season offers.
During the 2025 campaign, offers and events will play a major role in improving operator visibility and direct bookings, with plans underway to build a highly integrated campaign.
Tourism Tasmania will align marketing activity to ensure Off Season offers are presented to potential travellers at a time of year when they are considering their next winter holiday.
Tourism Tasmania has also completed an initial review of the user experience on the Discover Tasmania website and app during the 2024 Off Season to find ways to drive more leads to industry, including:
- Working with industry to create compelling offers
- Increasing promotion of offers
- Simplifying the customer journey
Timelines
Tourism Tasmania encourages tourism operators to submit their offer or event early, providing greater opportunity for inclusion in campaign activity.
During the 2025 campaign, Tourism Tasmania will work with offer and event submissions in three phases:
Phase 1
Offers received by 13 December 2024 will be:
- Published on the Discover Tasmania website from early February 2025 for pre-launch campaign activity with longer lead time for bookings
- Considered for inclusion in key campaign activity
Phase 1 submissions are now closed. Tourism Operators can continue to submit offers until 7 March as below. Event organisers, please create a profile for your Off Season event in ATDW when you are ready.
Phase 2
Offers received between 14 December 2024 – 31 January 2025 will:
- Still be considered for promotion in some channels
- Be published in the second round of uploads on the Discover Tasmania website in mid-February
Phase 3
Offers received between 1 February – 7 March 2025:
- Will be published on the Discover Tasmania website ready for campaign launch early April
- Are unlikely to be included in marketing activity
Offer submissions close on 7 March 2025, with the Off Season campaign to go live in early April 2025.
Offer checklist:
When creating the offer, operators should consider the following:
- Focus on what makes the offer uniquely Tasmanian
- Experience what is special about winter
- Consider the price point – is it right for the target audience?
- Creative thinking can go a long way
- Consider who the offer is for (e.g. families) and mention this in the description
- Give the offer a simple and clear title that summarises the experience
- Make sure the price reflects the total price the consumer will pay for the offer, not the added value
Support with creating your offer
We encourage all tourism operators to download and/or read the Off Season Industry Toolkit [PDF, 5.6MB] which provides an overview of the campaign and help to create and submit your offer or event concept.
For any support with creating your offer or submitting using the form, please contact your Regional Tourism Organisation, contact details are in the toolkit.
Off Season 2025 industry webinar
This webinar held on Monday 11 November explains Tourism Tasmania's Off Season campaign and why we are doing it. Content covered includes:
- How the campaign will look
- Our invitation to consumers to be a winter person
- What we have learnt and will do differently this year
- How you can get involved with an Off Season offer
This was an information-only session, designed to help Tasmanian tourism operators understand the effort behind the campaign and encourage you to take the learnings away to create your own Off Season offer for 2025.
How to submit your offer
Submit your offer by completing the form below. Operators who are happy with the offer they had for the 2024 Off Season can resubmit the offer using the same form.
For further assistance, please email industry@tourism.tas.gov.au.
Event organisers
Winter events and festivals will again feature throughout the Off Season activity.
When your event details are finalised, please create an event profile in the Australian Tourism Data Warehouse.
This allows your event to be found in the What’s On and Off Season Event pages on the Discover Tasmania website and app as soon as it is approved, rather than waiting for the Off Season campaign to launch. This gives potential consumers more time to plan for your event.
More details about your event are required to create an event profile in ATDW than are needed for an offer, so we encourage event organisers to create their own profile as soon as they are ready. Please contact us if you need some help when you’re ready to create one.
In the meantime though, please submit your event idea/concept in the offer offer submission form as soon as you can and with as much detail as possible so we are aware of your plans and can consider it for inclusion in marketing activity.
An event is defined as anything that relies on visitor attendance, whether free or ticketed, that is held on a set date/dates. If you are unsure about eligibility, please email us to discuss at industry@tourism.tas.gov.au.