This website requires Javascript - please turn on Javascript to continue.

Working with our ambassadors

Through our Advocacy program, Tourism Australia works with influential ambassadors and opinion leaders, who act as storytellers for Australian holidays in the mainstream media, social media and other consumer-facing platforms.


The program, known as Friends of Australia, works on the principle that word-of-mouth via sources that are credible, trustworthy and inspiring, can be the most persuasive form of marketing. It builds upon people’s natural desire to share their holiday experiences with family, friends and colleagues, and make their holiday decisions based on word-of-mouth recommendations from people they respect.

Over the past few years, Tourism Australia has established a global network of high profile ambassadors who share a passion for Australia and have the ability to motivate and inspire others.

With more than 180 Friends of Australia spread across the world, Tourism Australia is able to create buzz and excitement about Australia as a must-visit holiday destination. We collaborate with our ambassadors in a number of ways, ranging from media hosting and profile raising opportunities, to content development, events and social media campaigns.

The program includes sports stars, fashion designers and celebrity chefs, environmentalists, entrepreneurs, media personalities and artists, along with some of Australia’s most influential high-achievers and opinion leaders. Find out more information on how to leverage the Friends of Australia ambassador program by sending your details to internationalmedia@tourism.australia.com.