Published on
August 8, 2025 |
By: TTW News Desk
Australia is taking bold steps to attract global tourists with its one hundred thirty million dollars marketing campaign, aiming to highlight the nation’s unique wildlife, wellness offerings, and renowned cuisine. This substantial investment is specifically designed to draw attention from key international markets, including the US, UK, China, Japan, and India, in an effort to increase global visitation. The campaign seeks to showcase Australia’s iconic landmarks and vibrant culture, offering tailored experiences to meet the interests of travelers from these diverse regions. With international tourism recovering, this move is strategically aimed at securing Australia’s position as a top travel destination, driving economic growth and positioning the country for a record number of visitors in the coming years.
The new advertising push will feature a series of TV and online video spots, once again starring Ruby the Roo, a cherished Australian mascot. Joining Ruby in the new campaign are popular personalities from key international markets, including the US, UK, China, India, and Japan. These stars will highlight Australia’s unique offerings, including its natural wildlife, cuisine, wellness opportunities, and vibrant culture, making the campaign relatable and tailored to the interests of each market.
The updated campaign is a continuation of the Come and Say G’day initiative, which launched in October 2022. The first phase of the campaign proved highly successful in raising global awareness of Australia as a travel destination. By focusing on the warmth and welcoming nature of the country, the initial ads encouraged many travellers to seriously consider booking a trip to Australia. The second phase seeks to build on this success, increasing interest and ultimately boosting international visits to the country.
Australia’s tourism industry has been bouncing back since the restart of global travel. The number of international visitors has been on the rise, with expectations that Australia will welcome a record 10 million visitors by 2026. Furthermore, projections indicate that international arrivals could increase to 11.8 million by 2029, underlining the growing demand for travel to the country.
The $130 million campaign is part of a broader two-year strategy, bringing the total investment in the Come and Say G’day initiative to $255 million since its launch. The Australian Government’s investment in tourism marketing is expected to yield significant returns. For every dollar spent, an estimated $14 is generated in economic activity. The benefits extend beyond direct revenue, as tourism supports over 700,000 jobs and 360,000 businesses across Australia. This makes the tourism sector a critical component of the nation’s economy.
The first phase of the Come and Say G’day campaign, which featured Ruby the Roo, was a hit globally. The campaign’s friendly and inviting tone resonated deeply with audiences, leading many to choose Australia as their next holiday destination. The second phase is set to continue this momentum, introducing international celebrities from key markets such as the US, UK, China, India, and Japan. These stars will each share their personal connections to Australia, creating a sense of familiarity and relevance for each target audience.
Tourism Australia is shifting its approach by featuring well-known figures from five distinct countries, each bringing their own perspective on the Australian experience. This is in contrast to traditional tourism campaigns, which often use one celebrity across all markets. In the new ads, personalities from various regions will highlight Australia’s diverse attractions, ranging from its iconic wildlife and stunning landscapes to its culinary delights and wellness offerings.
The US will see a prominent wildlife conservationist, the UK will feature a renowned chef, and India’s wellness advocate will promote Australia’s healthy lifestyle offerings. Other personalities from Japan and China will offer unique insights into what makes Australia such an attractive destination for their respective audiences. These international stars, paired with local talent, will tailor the message for their specific markets, ensuring that the campaign resonates with a global audience.
Tourism Australia is confident that this targeted approach will help Australia maintain its strong position in a highly competitive international tourism landscape. With so many destinations vying for the attention of global travellers, it’s crucial that Australia remains visible and appealing. The updated Come and Say G’day campaign will continue to ensure that Australia stays at the forefront of people’s minds when they think about their next holiday.
In addition to the media campaign, Tourism Australia continues to support the tourism sector through a variety of programs designed to help businesses expand their international reach. These efforts aim to position Australia as a top-tier destination for travellers worldwide, ensuring that the tourism industry remains a key driver of economic growth for years to come.
