Australia is making a powerful comeback in global tourism with the launch of a new $130 million international marketing campaign aimed at attracting millions of travellers from key international markets including the United States, United Kingdom, China, India, and Japan. This renewed effort positions Australia as a leading destination for nature, wellness, and gastronomic experiences, aligning with shifting global traveller preferences in the post-pandemic era.
Unfolding under the next phase of the highly successful “Come and Say G’day” campaign, first launched in October 2022, the new marketing push is led by Tourism Australia, the federal agency responsible for promoting the country as a premier travel destination. The campaign features iconic Australian landscapes, native wildlife, indigenous culture, and modern wellness retreats — elements that have long made Australia a bucket-list destination.
At the heart of the campaign is Ruby the Roo, the animated red kangaroo who charmed global audiences in the first phase. Ruby returns, this time joined by internationally recognized personalities representing each of the five target markets. These include a wildlife conservationist from the US, a Michelin-starred chef from the UK, a yoga and wellness influencer from India, a digital nomad from Japan, and a family travel advocate from China. Their role is to authentically share how Australia’s unique offerings cater to the diverse interests of global travellers.
This personalized and localized strategy is a bold pivot from traditional one-size-fits-all campaigns. By tailoring the message to different cultural and lifestyle preferences, Tourism Australia aims to build stronger emotional connections and inspire travel decisions.
Campaign Goals and Impact
The $130 million investment is part of a broader two-year commitment that brings the total spending on the “Come and Say G’day” initiative to $255 million. According to Tourism Research Australia, this campaign is expected to significantly boost the nation’s visitor numbers, which are projected to reach 10 million by 2026, with an even more ambitious target of 11.8 million by 2029.
Research indicates that every dollar spent on tourism marketing returns an estimated $14 in economic activity. Beyond direct spending, international tourism supports over 700,000 jobs and 360,000 businesses, many of which are small to medium enterprises located in regional communities.
Highlighting Key Attractions and Experiences
The campaign is designed to showcase Australia’s top tourism offerings in a refreshed and immersive way:
- Wildlife Encounters: Visitors will be invited to experience Australia’s incredible biodiversity, from snorkeling with sea turtles at the Great Barrier Reef to spotting kangaroos and koalas in their natural habitat near the Blue Mountains.
- Wellness Retreats: As wellness travel continues to grow globally, Australia is highlighting its world-class retreats, yoga resorts, and outdoor wellness experiences such as forest bathing in Tasmania or surfing retreats along the Gold Coast.
- Culinary Adventures: The country’s award-winning food and wine scene is also front and center. With culinary regions like the Barossa Valley, Yarra Valley, and Hunter Valley, international foodies are invited to indulge in farm-to-table experiences, native ingredients, and multicultural cuisine.
- Cultural Immersion: The campaign also emphasizes Aboriginal and Torres Strait Islander cultures, offering visitors the chance to engage with the world’s oldest living culture through guided storytelling, art tours, and Indigenous-led eco-experiences.
Global Media Strategy and Channels
Tourism Australia’s marketing strategy spans both traditional and digital platforms. The new advertisements will roll out across TV, cinema, streaming platforms, and social media channels, supported by influencer collaborations and integrated travel booking partnerships. This media mix ensures high visibility in crowded travel markets, where competition for tourists has never been fiercer.
In the United States, the campaign focuses on immersive nature and wildlife experiences. In India, wellness and coastal escapes are key. The UK ads spotlight luxury gastronomy and wine regions, while Japan and China receive content that appeals to group and family travellers seeking authentic and convenient experiences.
A Positive Outlook for Australian Tourism
With international tourism steadily recovering from pandemic-era disruptions, Australia’s latest initiative comes at a crucial time. The campaign not only aims to reignite global interest in visiting Australia but also to future-proof its tourism industry by aligning with emerging travel trends like eco-tourism, solo wellness retreats, and culinary exploration.
Australian Minister for Trade and Tourism, Don Farrell, emphasized the importance of this campaign:
“We want the world to see what makes Australia truly special — our open spaces, vibrant cities, ancient culture, and welcoming spirit. This investment ensures Australia is top of mind for travellers making holiday plans.”
Conclusion
As global travel demand surges, Australia is strategically positioning itself to stand out. With a personalized, high-impact marketing approach that emphasizes sustainability, culture, and immersive experiences, the country is on track to set new benchmarks in international visitation.
Whether you’re an adventurer, a wellness enthusiast, a foodie, or a culture seeker, Australia invites you to come and say g’day — and stay a little longer.
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