Australian Government Launches $130 Million Global Tourism Campaign to Entice International Travellers

Officially launching in China on 7 August, the campaign’s new creative will roll out progressively across key international markets by the end of the year. 

Building on the success of its 2022 debut, the campaign once again features the animated kangaroo Ruby the Roo—this time joined by a star-studded international cast tailored to key target countries.

Familiar faces include:

• Robert Irwin (US) – Australian wildlife conservationist
• Nigella Lawson (UK) – Beloved food writer and TV personality
• Yosh Yu (China) – Popular actor
• Sara Tendulkar (India) – Wellness advocate
• Abareru-kun (Japan) – Comedian and media personality
• Thomas Weatherall, Australian actor, will also appear across all markets.

Tourism Minister Don Farrell says the return of Ruby the Roo and the addition of new global ambassadors will help reignite international interest in Australian travel. 

“The previous campaign struck a chord with visitors… I know this iteration will be a smash,” Farrell says.

Assistant Minister for Tourism Nita Green adds: “Supporting our tourism industry means supporting the jobs in Australia that rely on it. This next chapter of ‘Come and Say G’day’ will do just that. It’s energetic, funny and heart-warming.”

Since the launch of the campaign in 2022, the Australian Government will have invested $255 million into the initiative. The returns are significant, with every dollar spent on tourism attraction yielding a $14 return. The sector currently supports over 700,000 jobs and 360,000 businesses.

Tourism Australia Managing Director Phillipa Harrison notes the unique strategy of customising the campaign for each market: “Traditionally, tourism campaigns have leveraged one famous face across every market. This time Ruby will be joined by talent familiar to audiences in each target country.”

With international arrivals projected to hit 10 million by 2026 and 11.8 million by 2029, the campaign is set to play a pivotal role in driving this growth.

Key Dates:

• Campaign launch in China: 7 August 2025
• Global rollout: By end of 2025
• Total investment since 2022: $255 million
• Target international arrivals: 10 million (2026), 11.8 million (2029)