Tourism Australia launches next chapter of its global Come and say G’day campaign in key tourism markets

Tourism Australia is embarking on the next stage of its globally successful Come and say G’day campaign with the second chapter about to launch in key international tourism markets around the world.

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 an Australian holiday.

Minister for Trade and Tourism, Senator the Hon Don Farrell, said “The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under.”

“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 are growing, with visitor expenditure in the 12 months to March 2025 reaching a record $52.6 billion. According to Tourism Research Australia, the number of international arrivals is expected to reach a record 10 million in 2026 and grow to 11.8 million 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,” Ms 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 combine with local talent, including Australian actor Thomas Weatherall and Ruby the Kangaroo, to create bespoke invitations for five markets that are tailored for each country to showcase the sort of tourism experiences travellers are looking for.

“This campaign is part of the enormous body of work Tourism Australia does in key markets around the world and is backed up by a whole range of programs that helps our Australian tourism industry grow their international business.

“With competition for the international tourism dollar greater than ever before, we are confident this second chapter of Come and say G’day will ensure Australia continues to remain front of mind for travellers looking to plan and book their next holiday.”

The second chapter of Come and say G’day builds on the global campaign which has been in key markets around the world since October 2022. In that time we have seen consideration for an Australian holiday increase by 10 per cent in the US, UK and China; flight searches for Australia jump by 22 per cent; and more first-time arrivals to Australia from travellers in key markets. 

Tourism Australia Chief Marketing Officer, Susan Coghill, said: "With Ruby the Souvenir Kangaroo now firmly established as the star of our global Come and say G'day campaign, we're taking an innovative, market-first approach by partnering with local talent to drive destination appeal.

"This is the first time we've strategically leveraged market-specific talent in a campaign to truly connect with travellers across our key markets – the US, UK, China, India and Japan," Ms Coghill said.

"We believe this powerful blend of beloved characters, compelling local talent, authentic storytelling, and experiences that match what travellers are seeking will inspire international visitors to book that once-in-a-lifetime Australian adventure."

The campaign, developed by agency Droga5 ANZ, part of Accenture Song, will be rolled out in key tourism markets with event launches and activations timed to align with key booking periods in 2025. The first launch will take place in China later this week; followed by India in late August; the US, UK, Japan and Germany in September and South Korea in November.

Accenture Song CEO David Droga says: “As an Australian living abroad, it is both a privilege and a deep responsibility to help invite the world back home. What makes it even more meaningful is seeing so many of the world's top Australian talents, scattered across the globe and within our Droga5 network, come together to shape the next chapter of Come and say G'day. A few honorary Aussies managed to slip into the assignment once they caught wind of the opportunity. This is more than a campaign, it is a warm and timely welcome to the world.”

Global CEO of Droga5 Mark Green says: “We’re proud of our latest campaign for Tourism Australia led by Droga5 ANZ, and feel honoured to partner with such an important client, led by an exceptional team deeply committed to promoting Australia on a global stage. It’s a privilege and responsibility we share and take very seriously, bringing the best of Australia to the world.”

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. The Australian Government is supporting the industry to continue building and setting new records. 

More information can be found here.