Tourism Australia launches next chapter of ‘Come and say G’day’ campaign
Tourism Australia is embarking on the next stage of its global Come and say G’day campaign with launches in key international tourism markets starting this August. Brand ambassador ‘Ruby the Souvenir Kangaroo’ is back, and joining her this time are talent well-known to local audiences in the US, UK, China, India and Japan, with a series of localised creative executions to encourage international travellers to plan and book a visit to Australia.
Minister for trade and tourism, senator the Hon Don Farrell, said: “The previous campaign struck a chord with visitors… I know this iteration, featuring popular talent like Robert Irwin, will be a smash. Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs. “Come and say G’day is bringing more visitors to our shores, creating more jobs and growing our economy.”
Tourism numbers to Australia are growing, with visitor expenditure in the 12 months to March 2025 reaching a record A$52.6bn (US$34.1bn) and, according to Tourism Research Australia, the number of international arrivals is expected to reach a record 10m in 2026 and grow to 11.8m in 2029.
Tourism Australia managing director, Phillipa Harrison, said the latest Come and say G’day campaign will help to ensure Australia remains front of mind for travellers in a competitive global travel market. “Traditionally tourism campaigns have leveraged one famous face across every market but for our latest campaign Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia,” Harrison said.
The new 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. These international stars will combine with local talent, including Australian actor Thomas Weatherall and Ruby the Kangaroo, to create bespoke invitations for five markets to showcase the sort of tourism experiences travellers are looking for.
The new campaign, developed by agency Droga5 ANZ, part of Accenture Song has its first activation taking place in China; followed by India in late August; the US, UK, Japan and Germany in September and South Korea in November.
For every dollar invested in tourism attraction, Australia receives a $14 return which helps to support more than 700,000 jobs and 360,000 businesses. More information can be found here
