He’s used his strength in Thor, his charm as Kim Hyde in Home & Away, and now Chris Hemsworth will be using his good looks as the face of Tourism Australia’s latest campaign.

The 32-year-old Aussie actor and Hollywood star, Chris Hemsworth – aka Thor, will assume the role of global ambassador for Tourism Australia’s latest campaign, which will focus on the country’s world-class aquatic and coastal experiences. Consumer research shows that Australia’s aquatic and coastal experiences are amongst the greatest drivers of international visitor demand. Two out of three international visitors enjoy Australia’s aquatic or coastal environments in some way – from scuba diving to simply going to the beach.


The decision to appoint Hemsworth as the fresh face of Tourism Australia – especially when it comes to promoting the country’s stunning coastline and underwater experiences – is a natural fit. According to Tourism Australia Managing Director, John O’Sullivan, Hemsworth truly embodies the Australian way of life, and his love of his home country will make him the perfect ambassador. Hemsworth would also provide an authentic Australian voice to help tell the country’s story globally.

“From learning how to surf on Phillip Island, fishing with his brothers in the Northern Territory and family beach holidays, Chris has grown up in Australia in and around water and his own personal experiences bring a truly authentic and influential Australian voice to our campaign.”

John O’Sullivan, Managing Director, Tourism Australia 

Hemsworth is likewise keen to get started and promote his country to the travelling masses abroad, saying that he was excited about the campaign launch – which will premier on Australia Day in New York – and equally excited about moving back to Australia.

“In Australia you’re surrounded by the most incredible natural beauty. Being in the water or near to it is a way of life for us…this is the place I want my kids to grow up – that’s the world I want them to be part of.”

According to Tourism Australia’s Chief Marketing Officer, Lisa Ronson, this is just the start of a longer-term partnership with Hemsworth.

Are you excited about Tourism Australia’s newest ambassador? Let us know in the comments below.