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 will be inviting tourism operators to submit their 2025 Off Season offers from 11 September 2024.
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 3 February 2025 for pre-launch campaign activity with longer lead time for bookings
- Considered for inclusion in key campaign activity
Phase 2
Offers and events received between 14 December 2024 – 31 January 2025 will:
- Still be considered for promotion on Discover Tasmania social channels
- Be published in the second round of uploads on the Discover Tasmania website in mid-February
Phase 3
Offers and events 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 and event submissions close on 7 March 2025, with the Off Season campaign to go live in early April 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.
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
Tourism Tasmania is hosting a series of workshops in early November to help operators better understand the Off Season, hear more about what the agency is doing differently in 2025, and to workshop ideas before making a submission. Register for one of the workshops.
A refreshed 2025 Off Season industry toolkit will be available for operators by the end of October 2024.
Major events
Event organisers:
Event organisers need to create an event profile in the Australian Tourism Data Warehouse as they always do. The earlier this profile is set up, the better chance for inclusion in Off Season marketing. It will be published in the ‘What’s On’ section of the Discover Tasmania website and app.
If the event is aligned with the Off Season, it will be tagged accordingly and displayed on The Off Season campaign pages when they are published in April 2025.