Robert Irwin and Nigella Lawson are among the names that have been enlisted by Tourism Australia for its latest campaign that continues the adventures of Ruby the Kangaroo.
Tourism Australia today launched a new phase of its 'Come and say G'day' campaign with market-specific celebrities in five key countries.
Wildlife conservationist Irwin (US), foodie Lawson (UK), actor Yosh Yu (China), entrepeneur Sara Tendulkar (India), and media personality Abareru-kun (Japan) have been chosen.
International visitor spending in Australia reached a record $52.6 billion in year to March 2025, with predictions of 10 million arrivals by 2026.
Previous campaigns resulted in a 10% increase in holiday consideration in US, UK and China, with 22% jump in flight searches.
The campaign rollout begins in China, followed by India in August, US/UK/Japan/Germany in September, and South Korea in November 2025.
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.”
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