Australia is reigniting its global tourism presence with a bold and immersive $130 million campaign aimed at attracting nearly 12 million international visitors annually by 2029. Spearheaded by Tourism Australia, the initiative builds on the momentum of the highly successful “Come and Say G’day” campaign, this time infusing it with globally recognised celebrity ambassadors, unforgettable wildlife moments, and a renewed focus on local storytelling and cultural depth.
At the heart of this revitalised effort is a striking three-minute short film that blends humour, hospitality, and heartfelt experiences. The campaign features global personalities such as celebrity chef Nigella Lawson and wildlife conservationist Robert Irwin, inviting audiences to rediscover Australia’s charm through a new lens.
Star Power Meets Natural Splendour
Tourism Australia’s strategy leans on star appeal to reach global audiences. In one standout scene, Nigella Lawson is seen serving a traditional Pavlova at a vineyard in Western Australia’s renowned Margaret River region—showcasing both Australia’s rich food culture and regional hospitality. Meanwhile, Robert Irwin brings his signature energy to a comedic yet endearing wildlife encounter, helping a tourist retrieve their phone from a mischievous emu.
Ruby the Roo, the animated red kangaroo introduced in the campaign’s original phase, makes her return as the cheerful face of Australian tourism. With a newly refreshed voice and personality, Ruby continues to serve as a playful and accessible entry point for audiences of all ages.
A Strategic Push to Boost Visitor Numbers and Local Economies
This multi-million-dollar investment aligns with Tourism Australia’s projected goals of reaching 10 million international arrivals by 2026 and 11.8 million by 2029. With international visitor spending already reaching $52.6 billion by March 2025, the government aims to further stimulate local tourism operators, Indigenous tourism ventures, hospitality businesses, and regional economies.
According to Australia’s Department of Foreign Affairs and Trade and Tourism Research Australia, over 660,000 people work in the tourism sector, many in remote or rural areas. This campaign is expected to strengthen jobs and inject economic vitality across the nation’s regions, from Tasmania’s rugged wilderness to Queensland’s coral coast.
Localised Rollouts in Key Markets
To ensure maximum cultural resonance, Tourism Australia has designed tailored content for priority international markets. The campaign debuts in China with a spot led by popular actor Yosh Yu, followed by a launch in India featuring entrepreneur and influencer Sara Tendulkar. Each version integrates local preferences and cultural cues, making the message both relevant and compelling.
September will see the campaign expand into the United States, United Kingdom, Germany, and Japan. These customised rollouts are not just promotional—they’re designed to tell deeper stories, including Indigenous culture, sustainability, culinary heritage, and wildlife conservation.
Australia’s Tourism Icons Return—with a Twist
In a clever nod to its tourism legacy, the campaign includes subtle references to the legendary 1984 ad featuring Paul Hogan’s iconic “shrimp on the barbie” line. However, this modern iteration goes beyond catchphrases—it tells immersive stories that showcase Australia’s evolving tourism appeal.
Whether it’s kayaking through Katherine Gorge in the Northern Territory, snorkelling the Great Barrier Reef, stargazing in the Outback, or savouring Aboriginal-led tours in Kakadu National Park, the new narrative positions Australia as more than a destination. It’s a place where connection, discovery, and memory-making are at the forefront.
Sustainability and Cultural Sensitivity at the Core
Tourism Australia has placed sustainable travel and Indigenous culture at the centre of its messaging. Partnerships with Aboriginal tourism organisations and environmental groups ensure that the tourism resurgence promotes not just economic growth, but also responsible and respectful travel.
The campaign’s message is also aligned with the goals outlined in the Australian Government’s THRIVE 2030 tourism strategy—focusing on resilience, digital innovation, and inclusivity. Australia’s iconic landscapes—from Uluru to the Daintree Rainforest—are framed not just as sightseeing spots, but as living ecosystems and cultural landmarks to be preserved and celebrated.
A Vision for a Post-Pandemic Tourism Renaissance
As the world leans into experience-driven, conscious travel in a post-pandemic era, Australia’s campaign is poised to resonate with a wide demographic—from luxury seekers and digital nomads to family travellers and eco-conscious explorers. Through its renewed message, Australia invites the world to “Come and Say G’day”—not just to the country, but to a new way of travelling.
Tourism Minister Don Farrell emphasised that this campaign represents a long-term investment in the nation’s tourism brand. “Australia has what the world is looking for—wide-open landscapes, rich Indigenous heritage, and world-class experiences. This campaign tells that story with authenticity and global flair.”
As the global travel industry rebounds, Australia’s bold new campaign ensures the country remains top-of-mind for travellers seeking unforgettable journeys in a land where culture, nature, and people intersect like nowhere else on Earth.
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