‘Tourists hate themselves’ – which is why Tasmania is telling them to stay away
Island state declares it ‘is not really for tourists’ – but is the marketing strategy just a cheeky piece of reverse psychology?Get our breaking news email, free app or daily news podcastResearch shows “tourists hate themselves” – which is exactly…
By · November 12, 2026 · 1 min read
This article was originally published by
The Guardian World
and is republished here under license.
Island state declares it ‘is not really for tourists’ – but is the marketing strategy just a cheeky piece of reverse psychology?
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”.
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