Media release

Tourism Australia is launching a new campaign in New Zealand to encourage Kiwis travellers to book their next big holiday in Australia, now that two-way, quarantine-free travel has resumed across the Tasman.

Come and Say G’Day - Don’t Go Small. Go Australia is rolling out from Sunday, 1 May 2022 to remind New Zealanders of all the incredible experiences that await them in Australia for their next big break.

Tourism Australia Managing Director Phillipa Harrison said the campaign will run across TV, print, digital and social channels in New Zealand and feature some of Australia’s most iconic destinations and experiences alongside hidden gems.

“Don’t Go Small, Go Australia will remind Kiwis whether they are dreaming of discovery or looking to reconnect with loved ones across the Tasman – Australia is the ultimate destination for their next big adventure,” Ms Harrison said.

“Australia has amazing icons which we are renowned for around the world such as the Great Barrier Reef and the Sydney Harbour Bridge, and this campaign will also showcase a number of our lesser known but equally spectacular experiences and destinations which Kiwis can now discover.”

“There is no doubt the last two years have been incredibly challenging and many Kiwis had to put off taking holidays as a result, so with Trans-Tasman travel back on the cards, we’re asking Kiwis to think big about a holiday in Australia and to Come and Say G’Day.” 

Pre-COVID New Zealand was Australia’s second largest source market for international visitation and fourth most valuable for spend. Of the 3.1 million New Zealanders who travelled internationally during 2019, 1.4 million travelled to Australia.

Come and Say G’Day - Don’t Go Small. Go Australia is a global campaign which has rolled out in some of Australia’s key tourism markets around the world, including New Zealand plus the US, Canada, UK, Germany, France and Italy. 

The Come and Say G’Day - Australia is Yours to Explore campaign, which initially launched in Singapore last year, is being rolled out in India, Malaysia, Indonesia, the Republic of Korea, Japan and Greater China as travel reopens.

Background

• Two-way, quarantine-free travel between Australia and New Zealand (NZ) resumed from 11.59pm NZT on Tuesday, 12 April 2022. 
• Of the $2.6 billion spent in Australia by New Zealanders during 2019, $1.9 billion (or 73 per cent) was for Leisure (Holiday and VFR) travel. On average, Leisure visitors from NZ spend an average of $1,940 per trip to Australia.
• More than 90 per cent of Australia’s arrivals are repeat visitors. This familiarity with Australia is a huge strength, and an opportunity to encourage Kiwi travellers to explore new and less familiar Australian destinations.
• NZ visitors are Australia’s third largest source market for regional dispersal, spending 4.2 million nights in dispersed regions.
• In 2019, Trans-Tasman routes contributed 18 per cent of all international inbound seat capacity to Australia.