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

Monday, August 4, 2025

Australia has launched a $130 cardinal world tourism run to pull 11.8 cardinal world visitors by 2029, utilizing personage ambassadors, wildlife encounters, and destination storytelling to reignite world liking and boost recreation spending beyond $52 cardinal annually.

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

Australia has launched a caller \$130 cardinal world tourism run aimed astatine boosting visitant numbers, spotlighting nan country’s earthy wonders, vibrant culture, and acquainted faces known astir nan world. Spearheaded by Tourism Australia, nan run brings backmost nan celebrated animated mascot Ruby nan Roo and introduces a formed of world and section celebrities to promote much travelers to book their adjacent escapade Down Under.

This caller section successful Australia’s world tourism strategy kicks disconnected pinch a high-impact three-minute short film, combining humor, culture, and nan country’s signature wildlife successful memorable scenes designed to entreaty to audiences from each area of nan globe. Among nan highlights is personage cook Nigella Lawson serving a classical Pavlova astatine a vineyard luncheon successful Western Australia’s Margaret River region, mounting a culinary reside that celebrates Australia’s section nutrient and hospitality. Another standout infinitesimal comes from tv characteristic and conservationist Robert Irwin, who comes to nan rescue of a visiting American tourer aft a cheeky emu makes disconnected pinch their smartphone.

The campaign, crafted by New York-based imaginative agency Droga5—founded by Australian advertizing fable David Droga—marks nan 2nd awesome activity of nan “Come and Say G’day” inaugural first launched successful 2022. That first effort successfully reignited liking successful Australian recreation post-pandemic and contributed to a awesome betterment successful tourism spending.

Economic Goals Behind nan Campaign

Backed by Tourism Australia’s latest visitant projections, nan run is expected to play a captious domiciled successful helping nan state scope its tourism goals complete nan adjacent 4 years. International arrivals are forecast to deed 10 cardinal by 2026, pinch a further emergence to 11.8 cardinal by 2029. In nan 12-month play ending March 2025, overseas travelers spent a mixed \$52.6 cardinal connected Australian soil—an economical boost that supports thousands of mini businesses, hospitality workers, circuit operators, and taste sites crossed nan country.

This awesome finance by nan national tourism authority is besides intended to diversify Australia’s visitant guidelines and reenforce nan country’s entreaty successful some emerging and mature world markets. With strategical partnerships and tailored storytelling, Australia hopes to pat deeper into markets wherever liking successful long-haul recreation is rebounding strongly.

Targeted Rollouts for Key International Markets

Recognizing nan value of taste relevance, Tourism Australia has customized contented for each target market. The rollout originates this week successful China pinch a run led by celebrated character Yosh Yu. Next up is India, wherever nan spotlight will displacement to entrepreneur Sara Tendulkar, girl of cricket icon Sachin Tendulkar, helping link pinch 1 of nan country’s astir influential demographics.

In September, nan run will widen crossed respective much cardinal regions including nan United States, United Kingdom, Japan, and Germany. Each marketplace will person bespoke imaginative contented designed to resonate pinch section preferences and recreation motivations. From wildlife encounters and outdoor adventures to gourmet cuisine and ancient taste sites, nan storytelling elements item Australia’s divers tourism offering.

Iconic References and a Familiar Mascot Return

Bringing a consciousness of continuity to nan campaign, Ruby nan Roo returns to nan screen, erstwhile again acting arsenic Australia’s animated tourism ambassador. While nan characteristic was antecedently voiced by Rose Byrne, this clip Ruby speaks pinch a caller voice, giving nan beloved mascot a refreshed characteristic while maintaining her world recognizability.

A motion to Australia’s legendary tourism trading history besides appears successful nan shape of a subtle reference to Paul Hogan’s celebrated 1984 invitation to “throw different shrimp connected nan barbie,” a catchphrase that became globally associated pinch Australian friendliness and hospitality. By bridging past and present, nan run seeks to reignite nostalgia while besides positioning Australia arsenic a dynamic, modern recreation destination.

Broader Strategy to Sustain Long-Term Tourism Growth

This run is conscionable 1 constituent of a broader strategical imagination that intends to solidify Australia’s position arsenic a apical world recreation destination. With authorities and manufacture stakeholders aligned, nan inaugural supports location tourism growth, fosters world engagement, and promotes sustainable recreation practices to protect Australia’s earthy landscapes and taste heritage.

Australia has launched a $130 cardinal world tourism run to boost world arrivals, utilizing celebrity-driven storytelling and iconic section experiences to reignite liking and thrust economical growth.

As world recreation continues its rebound and request for meaningful, experience-rich journeys grows, Australia is positioning itself arsenic nan eventual destination for travelers seeking some escapade and authenticity. From coral reefs and rainforests to vineyards and Indigenous culture, nan “Come and Say G’day” run reminds nan world that Australia offers much than a vacation—it delivers stories worthy remembering.