Ruby the Kangaroo is back to promote tourism to Australia

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.”

Farewell Hoges and Lara Bingle; hello Ruby the Roo

Farewell Paul Hogan and Lara Bingle. Hello to Ruby the Roo. 

Tourism Australia has unveiled a new Brand Ambassador, Ruby, a souvenir kangaroo brought to life with CGI animation, as the face of a new global tourism campaign that will invite the world to Come and Say G’day when it launches next week.

The next instalment of Tourism Australia’s There’s Nothing Like Australia global brand platform will star Australian actress and Tourism Australia ambassador Rose Byrne, who will be the English voice of Ruby. 

The campaign will also be localised in non-English markets, with Japanese actress Maryjun Takahashi to be the voice of Ruby in Japan.

The Minister for Trade and Tourism, Senator Don Farrell, this week unleashed Ruby to the world on a major digital billboard in Tokyo, kick-starting a world tour which will take Australia’s new brand ambassador onto billboards around the globe.

“From today Ruby will hop onto billboards in Singapore, London and New York building anticipation ahead of the launch of the new campaign, which will invite international travellers to Come and Say G’day,” Farrell said.

“Ruby will resonate with international audiences as the campaign is rolled out across key international markets to remind the world why There’s Nothing Like Australia.”

Tourism Australia managing director Phillipa Harrison said the new campaign will support the tourism industry as it rebuilds, by converting the pent-up demand for an Australian holiday and encouraging people to plan and book their adventure Down Under.

“We know that Australia consistently ranks high on people’s consideration list but we need to get travellers to take that critical next step and book their holiday to Australia to experience everything we have to offer,” Harrison said.

“Visitor economies around the world are looking to rebuild as we emerge from the pandemic and that will make the tourism landscape more competitive than ever before, which is why we have made sure Come and Say G’day will cut through and make Australia stand out today and in the long term.”

Tourism Australia Chief Marketing Officer, Susan Coghill, said the multichannel campaign will remind travellers of Australia’s iconic destinations and friendly faces.

“The use of an animated character in Ruby was a deliberate move that aims to cut through the clutter of destination marketing internationally and it is backed by research,” Coghill said.

Tourism Australia’s global Come and Say G’day campaign will officially launch on Wednesday, October 19.