Tasmania is bringing its iconic winter experiences to one of Australia's busiest commuter hubs, with a 52-metre immersive light and sound installation transforming Sydney's Martin Place Metro tunnel as part of Tourism Tasmania's Off Season campaign.
Minister for Tourism, Hospitality and Events, Roger Jaensch, said the campaign is designed to inspire more visitors to experience the State during the Off Season.
"Tasmania offers something truly special in winter, from incredible food and drink to unique events and unforgettable nature-based experiences. This campaign gives millions of people a taste of what makes an Off Season holiday here so memorable.
"Last year's Off Season campaign delivered record results, with 339,400 visitors spending more than $701 million across Tasmania between May and August. That's a great outcome for tourism operators, hospitality businesses and regional communities right around the State.
"Our 2030 Strong Plan for Tasmania's Future is about growing our visitor economy, supporting local jobs and giving more people a reason to choose Tasmania, not just in summer, but throughout the year."
Sydney's Martin Place metro tunnel sees almost two million people each month, making it a powerful platform to showcase Tasmania as a perfect place to escape busy urban life during winter.
"The Off Season works because it looks and feels different from every other tourism campaign in the market, and it's important we continue to be creative and bold to capture attention of travellers considering a winter holiday," Minister Jaensch said.
The Martin Place Metro tunnel activation runs from 29 June to 26 July and features 15 uniquely Tasmanian experiences, accompanied by complementary soundscapes and a QR code to book and explore more.
The Off Season 2026 campaign launched on 30 March and runs until the end of August. It includes out-of-home advertising, television, video on demand, social and digital channels, as well as editorial and trade partnerships.
More than 500 exclusive Off Season offers and events are available at the Discover Tasmania website.
Operators featured in the Martin Place Metro tunnel activation include:
