Tourism
Australia is rolling out the next phase of its popular Come
and say G’day campaign, and this time, a familiar face is joining in on
the fun. Wildlife conservationist Robert Irwin—son of the late Steve Irwin—will
star alongside the animated Ruby the Souvenir Kangaroo in a fresh series of ads
designed with American travelers in mind.
Chris Allison,
Tourism Australia’s Vice President for The Americas and New Zealand, said the
updated campaign reflects a more tailored approach to different audiences. “Our
new Come and say G’day campaign, starring Robert Irwin alongside Ruby the
Souvenir Kangaroo, is a bespoke invitation to American travelers to visit Australia
and experience a vacation that lasts a lifetime,” Allison explained. “The
campaign creative has been tailored for cultural nuances and showcases the sort
of tourism experiences American travelers are looking for.”
The move marks a
shift from past tourism marketing initiatives, which typically leaned on a
single celebrity to lead promotions worldwide. This new strategy highlights
multiple unique personalities to better connect with specific markets, with
Irwin serving as the recognizable voice for U.S. audiences.
For Irwin, the
opportunity hits close to home. “I’m such a proud Aussie, so it’s a real honor
to be working with Tourism Australia on the next chapter of the Come and say
G’day campaign,” he said. “I’ve dedicated my life to protecting the natural
world, so I’m excited for international travelers to experience our incredible
wildlife and wild places. A trip to Australia is a vacation that will stay with
you for a lifetime.”
Robert Irwin films a video for Tourism Australia’s ‘Come and say G’day’ campaign. (Photo Credit: Tourism Australia)
The campaign’s
2.0 launch comes at a time when interest in traveling Down Under is booming. In
the span of the past year, Australia has welcomed more than eight million
international visitors, and tourism spend in the year leading up to March 2025
was $52.6 billion. More than 714,000 of those travelers originated in the
United States, and they contributed $5 billion to the Australian economy. Not
only are Americans visiting in greater numbers, but they’re also staying longer
and spending more once they arrive.
Helping fuel that
growth is a surge in flights. Major airlines have recently expanded capacity
from New York, Los Angeles, San Francisco, Houston and Dallas, making the
journey more accessible than ever.
Starting September
16, the Come and say G’day campaign will run across a wide range of
platforms, from television and streaming services to billboards, radio, online
video, social media and other digital channels. The goal is to keep Australia
top-of-mind for travelers considering a big international getaway.
Tourism officials
are optimistic about the future. Since global travel began its rebound in 2022,
Australia’s visitor economy has been on a steady climb. According to
projections from Austrade’s THRIVE 2030 strategy, international arrivals are
expected to hit a record 10 million by 2026 and nearly 12 million by the end of
the decade.
With Robert Irwin
lending his voice—and passion for Australia’s wild places—to the campaign,
Tourism Australia is betting that more Americans will be inspired to book that
bucket-list trip and, as the tagline suggests, “Come and say G’day.”
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