Tourism Australia‘s latest iteration of its ‘Come and say G’day’ global campaign uses local talent in five key tourism markets for greater cut-through to encourage international travellers to holiday in Australia.
Brand ambassador Ruby the Souvenir Kangaroo is back, joined by well-known talent to audiences in the US, UK, China, India and Japan in a series of localised creative executions, rolling out from 7 August 2025.
The new $130 million campaign features Australian wildlife conservationist Robert Irwin in the US, food writer and TV cook Nigella Lawson in the UK, actor Yosh Yu in China, entrepreneur and philanthropist Sara Tendulkar in India and media personality and comedian Abareru-kun in Japan.
It comes as tourism numbers to Australia rise with visitor expenditure in the 12 months to March 2025 reaching a record $52.6 billion.
The global campaign has been in key markets since October 2022 with consideration for an Australian holiday increasing by 10 per cent in the US, UK and China; flight searches for Australia up 22 per cent, and more first-time arrivals to Australia from travellers in key markets.
Tourism Australia Chief Marketing Officer Susan Coghill said: “With Ruby the Souvenir Kangaroo now firmly established as the star of our global ‘Come and say G’day’ campaign, we’re taking an innovative, market-first approach by partnering with local talent to drive destination appeal.”
“This is the first time we’ve strategically leveraged market-specific talent in a campaign to truly connect with travellers across our key markets.”
Tourism Australia Managing Director Phillipa Harrison said the latest campaign will help to ensure Australia remains front of mind for travellers in a competitive global travel market.
“These international stars combine with local talent, including Australian actor Thomas Weatherall and Ruby the Kangaroo, to create bespoke invitations for five markets that are tailored for each country to showcase the sort of tourism experiences travellers are looking for,” she said.
“This campaign is part of the enormous body of work Tourism Australia does in key markets around the world and is backed up by a whole range of programs that helps our Australian tourism industry grow their international business.”
For more info, head to tourism.australia.com
