Australia revives iconic travel branding with new celebrity-led ads, regional storytelling, and immersive cultural themes to reignite global interest and support local tourism economies

Australia has launched a $130 million global tourism campaign to attract 11.8 million international visitors by 2029, using celebrity ambassadors, wildlife encounters, and destination storytelling to reignite global interest and boost travel spending beyond $52 billion annually.

Australia Unveils \$130 Million Global Tourism Campaign With Celebrity Faces and Iconic Wildlife Moments

Australia has launched a fresh \$130 million international tourism campaign aimed at boosting visitor numbers, spotlighting the country’s natural wonders, vibrant culture, and familiar faces known around the world. Spearheaded by Tourism Australia, the campaign brings back the popular animated mascot Ruby the Roo and introduces a cast of global and local celebrities to encourage more travelers to book their next adventure Down Under.

This new chapter in Australia’s global tourism strategy kicks off with a high-impact three-minute short film, combining humor, culture, and the country’s signature wildlife in memorable scenes designed to appeal to audiences from every corner of the globe. Among the highlights is celebrity chef Nigella Lawson serving a classic Pavlova at a vineyard lunch in Western Australia’s Margaret River region, setting a culinary tone that celebrates Australia’s local produce and hospitality. Another standout moment comes from television personality and conservationist Robert Irwin, who comes to the rescue of a visiting American tourist after a cheeky emu makes off with their smartphone.

The campaign, crafted by New York-based creative agency Droga5—founded by Australian advertising legend David Droga—marks the second major wave of the “Come and Say G’day” initiative first launched in 2022. That initial effort successfully reignited interest in Australian travel post-pandemic and contributed to a major recovery in tourism spending.

Economic Goals Behind the Campaign

Backed by Tourism Australia’s latest visitor projections, the campaign is expected to play a critical role in helping the country reach its tourism goals over the next four years. International arrivals are forecast to hit 10 million by 2026, with a further rise to 11.8 million by 2029. In the 12-month period ending March 2025, overseas travelers spent a combined \$52.6 billion on Australian soil—an economic boost that supports thousands of small businesses, hospitality workers, tour operators, and cultural sites across the country.

This major investment by the federal tourism authority is also intended to diversify Australia’s visitor base and reinforce the country’s appeal in both emerging and mature international markets. With strategic partnerships and tailored storytelling, Australia hopes to tap deeper into markets where interest in long-haul travel is rebounding strongly.

Targeted Rollouts for Key International Markets

Recognizing the importance of cultural relevance, Tourism Australia has customized content for each target market. The rollout begins this week in China with a campaign led by popular actor Yosh Yu. Next up is India, where the spotlight will shift to entrepreneur Sara Tendulkar, daughter of cricket icon Sachin Tendulkar, helping connect with one of the country’s most influential demographics.

In September, the campaign will extend across several more key regions including the United States, United Kingdom, Japan, and Germany. Each market will receive bespoke creative content designed to resonate with local preferences and travel motivations. From wildlife encounters and outdoor adventures to gourmet cuisine and ancient cultural sites, the storytelling elements highlight Australia’s diverse tourism offering.

Iconic References and a Familiar Mascot Return

Bringing a sense of continuity to the campaign, Ruby the Roo returns to the screen, once again acting as Australia’s animated tourism ambassador. While the character was previously voiced by Rose Byrne, this time Ruby speaks with a new voice, giving the beloved mascot a refreshed personality while maintaining her global recognizability.

A nod to Australia’s legendary tourism marketing history also appears in the form of a subtle reference to Paul Hogan’s famous 1984 invitation to “throw another shrimp on the barbie,” a catchphrase that became globally associated with Australian friendliness and hospitality. By bridging past and present, the campaign seeks to reignite nostalgia while also positioning Australia as a dynamic, modern travel destination.

Broader Strategy to Sustain Long-Term Tourism Growth

This campaign is just one component of a broader strategic vision that aims to solidify Australia’s position as a top global travel destination. With government and industry stakeholders aligned, the initiative supports regional tourism growth, fosters international engagement, and promotes sustainable travel practices to protect Australia’s natural landscapes and cultural heritage.

Australia has launched a $130 million global tourism campaign to boost international arrivals, using celebrity-driven storytelling and iconic local experiences to reignite interest and drive economic growth.

As global travel continues its rebound and demand for meaningful, experience-rich journeys grows, Australia is positioning itself as the ultimate destination for travelers seeking both adventure and authenticity. From coral reefs and rainforests to vineyards and Indigenous culture, the “Come and Say G’day” campaign reminds the world that Australia offers more than a vacation—it delivers stories worth remembering.

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