Tasmania is urging mainland Australians to ditch their lengthy work commutes and come for a holiday.
The state government on Monday unveiled the Apple Isle's latest tourism campaign dubbed Come Down for Air.
The first new advertising push in six years comes after recent data revealed a drop in the number of holiday-makers visiting the state last financial year.
"We needed to refresh our brand and our campaign will ... truly capture the essence of the Tasmanian brand," Premier Will Hodgman told reporters.
"Recent figures have shown that inbound visitation to Australia has started to soften.
"We need to ensure that Tasmania does remain ahead of the pack and that we continue to stand out."
Figures from Tourism Tasmania showed in the year to June 2019 the number of people holidaying in the state declined four per cent to 621,500.
Tourism Research Australia data from the same period had international visitation to Tasmania slipping 1.6 per cent to 300,000.
"There's great competition (in the market)," Tourism Tasmania CEO John Fitzgerald said.
"There is slowing international growth generally and Tassie isn't immune from that."
The new ad campaign has already been aired on televisions in Sydney and Melbourne, part of its key eastern seaboard target market.
"We know our customers are living in busy urban settings with long commutes to work and high stress. We can be the antidote to that," Mr Fitzgerald added.
The $5 million campaign, which highlights lesser-known attractions including the northwest towns of Stanley and Burnie and Hastings Caves south of Hobart, is expected to be rolled out internationally.
Tasmania launched their Go Behind the Scenery campaign in 2013.
Almost 43,000 people work in Tasmania's tourism industry, about 17 per cent of the island's total employment, the state government says.
Australian Associated Press