Island state declares it ‘is not really for tourists’ – but is the marketing strategy just a cheeky piece of reverse psychology?

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Research shows “tourists hate themselves” – which is exactly why the marketing flacks at Tourism Tasmania are telling them to stay away from the island state.

Its new campaign declares the island state is “not really for tourists”, enlisting former SBS newsreader Lee Lin Chin to help sell the tongue-in-cheek campaign, based on the idea that Australians prefer identifying as a “traveller” rather than a “tourist”.