As international visitor numbers decline and other states try to 'mimic" Tasmania, a new $5 million campaign has been launched,Tasmania - Come Down For Air. Premier Will Hodgman, who attended a tourism ministers meeting last week, said the campaign, aired on Sunday night to television audiences in Sydney and Melbourne, would re-position Tasmania as the "premiere tourism destination". "I'm reminded this is a very competitive space and our fiercest rivals are of course just across Bass Strait and interstate," Mr Hodgman said. "Other states are actually now starting to mimic what we're doing here in Tasmania so we need to refresh our brand and our campaign. "This will set us apart. Mr Hodgman praised Tourism Tasmania for the campaign which he described as "without doubt a cutting edge, very effective and strikingly different". Mr Hodgman and Tourism Tasmania chief John Fitzgerald said overseas visitors to Tasmania were declining but Tasmania was still doing well. "Not only are our visitor numbers at record levels but we've smashed our target for visitor spend around 18 months ahead of schedule," Mr Hodgman said. "And we're seeing more of our visitors get out of Hobart and explore the rest of the state." Mr Fitzgerald said Tasmania was an "island of difference" and the world was still looking at the state. "As the Premier said everyone is nipping at our heels," Mr Fitzgerald said. "There is lumpy growth, it's fair to say, right across Australia. "There are geo-political factors at play internationally." Mr Hodgman and Mr Fitzgerald dismissed a leaked report from 2016 which showed morale at Tourism Tasmania was low and some perceived it as a "boys' club". Tasmania - Come Down For Air is the first major campaign in six years and aims to encourage people to visit Tasmania as the "antidote to the stresses of modern life".