Channel 9’s Today show will broadcast live from across Tasmania this week as part of a push to attract visitors during the colder months.
The five-day run of live weather crosses kicked off on Monday starting from Hobart’s Brooke St Pier on the waterfront.
The broadcasts are part of Tourism Tasmania’s Off Season campaign, which promotes winter travel to the state.
Tourism Tasmania spent $70,000 on the partnership, which includes 35 live segments across the five days.
The Today show averages a national reach of between 750,000 and 850,000 viewers.
Around 25 tourism operators and events across four regions will be featured during the week.
Host Tim Davies will present from a different location each morning, moving from Hobart to Cygnet, Bicheno, Launceston and Cradle Mountain across the week.
Tasmania’s Tourism Minister Jane Howlett said the deal with the Today show was a big chance to put the state in front of a national audience.
“These live crosses will take viewers from Hobart’s waterfront to Cygnet, Bicheno, Launceston and Cradle Mountain, speaking to operators and showcasing the breadth of what Tasmania has to offer,” Howlett said.
Tourism Tasmania chief executive Sarah Kingston Clark said the partnership was a great way to show off what the state has going on in winter.
“Tasmania’s off season has more than 500 experiences on offer this winter, and there’s no better way to show Australians what that looks like than live, on national television,” Kingston Clark said.
“The Today show live crosses will give Australians an authentic taste of Tasmania’s off season, which helps drive bookings to our state during our cooler months.”
Last winter’s Off Season campaign was Tasmania’s biggest yet, with 339,400 visitors spending $756 million directly in the state’s economy between May and August 2025.
The broadcasts will feature from Woodland Bay Retreat and Cygnet Boat Ramp on Tuesday, East Coast Nature World in Bicheno on Wednesday, Cataract Gorge Reserve in Launceston on Thursday and Peppers Cradle Mountain Lodge on Friday.
Locals are welcome to turn up to the live crosses from around 6am each morning for a chance to appear on national television.
