Tourism Australia Launches Ad Campaign To Attract Visitors From Uk, Us, China, India And Japan

Sunday, August 3, 2025

Tourism Australia has launched an eager caller advertizing run pinch a $130 cardinal fund aimed astatine attracting world visitors. This latest campaign, building connected nan “Come and Say G’day” level first introduced successful 2022, will tally crossed 5 cardinal markets: nan United States, nan United Kingdom, China, India, and Japan.  The extremity is to Australia arsenic a must-visit recreation destination by showcasing nan country’s celebrated landmarks, relaxed culture, and Australia’s icons Robert Irwin and Nigella Lawson.

New Spin connected Iconic Australian Clichés

Tourism Australia’s caller run brings a caller position to well-known Australian symbols and catchphrases. The ads are packed pinch Aussie slang for illustration “mates” and “G’day,” alongside nan celebrated “throw a shrimp connected nan barbie” phrase. However, nan run gives these taste references a modern twist, creating an engaging and nosy communicative to entreaty to today’s world audience. Ruby nan Roo, nan animated mascot, returns arsenic a cardinal figure, helping to showcase Australia’s unsocial wildlife and iconic tourer attractions.

What makes this run different is its localized attack to marketing. Unlike erstwhile efforts that utilized 1 personage crossed each markets, this time, nan ads characteristic well-known personalities from each of nan 5 target countries. The extremity is to entreaty to each assemblage successful a personalized way, connecting pinch them done acquainted faces and relatable scenarios.

Celebrity Faces to Front nan Campaign

The world scope of nan run is amplified by a divers group of personage endorsers. In nan United States, conservationist Robert Irwin takes nan lead, participating successful a thrilling escapade crossed nan South Australian soil dunes. Meanwhile, successful nan United Kingdom, renowned tv navigator Nigella Lawson showcases Australia’s vibrant culinary civilization pinch a humorous twist involving nan infamous “shrimp connected nan barbie” phrase.

The run besides features section stars from different cardinal markets, including Indian influencer Sara Tendulkar, Chinese character Yosh Yu, and Japanese comedian Abareru-kun. Australian character Thomas Weatherall will besides play a cardinal domiciled successful nan advertisements, adding to nan world entreaty of nan campaign.

Economic Impact and Tourism Growth

Tourism Australia’s efforts travel astatine a clip erstwhile world recreation to nan state is recovering from nan disruptions caused by nan COVID-19 pandemic. According to caller information from Tourism Research Australia, location were 7.7 cardinal world visits to nan state successful nan twelvemonth ending March 2025—an 11% summation compared to nan erstwhile year. The caller advertisement run intends to capitalize connected this upward trend, targeting a grounds 10 cardinal world arrivals by 2026 and 11.8 cardinal by 2029.

This anticipated surge successful visitant numbers is expected to importantly effect Australia’s economy, driving gross crossed aggregate sectors, including hospitality, retail, and transportation. The tourism manufacture is simply a important pillar of galore section economies, peculiarly successful agrarian and location areas, wherever world visitors lend substantially to occupation creation and business sustainability.

A Nod to Iconic Australian Ads of nan Past

Tourism Australia has a agelong history of memorable advertizing campaigns, galore of which person go ingrained successful celebrated culture. The 1984 “Shrimp connected nan Barbie” campaign, featuring character Paul Hogan, helped put Australia connected nan representation arsenic a desirable vacation destination, peculiarly successful North America. Although nan building has since go a stereotype, it remains an important portion of nan nationalist tourism brand. The caller run embraces these acquainted elements, utilizing them to create a consciousness of nostalgia while besides injecting joke and relevance to entreaty to modern tourists.

Similarly, nan 2006 run featuring Lara Bingle’s “Where nan bloody hellhole are you?”—although concisely banned successful nan UK for its bold language—helped cement Australia’s estimation arsenic an adventurous and laid-back destination. Tourism Australia continues to tie from nan occurrence of these past campaigns, pinch nan latest effort striking a equilibrium betwixt honoring these classical tropes and updating them for today’s audience.

Tailored Strategy for Five Key Markets

The occurrence of nan caller run lies successful its tailored attack to each of nan 5 target markets. China, India, nan United States, nan United Kingdom, and Japan will spot different advertisements designed specifically for their taste contexts and user behaviors. For example, successful China, nan run will attraction connected Australia’s earthy beauty and escapade tourism, while successful nan UK, nan accent will beryllium connected culinary experiences and nan country’s iconic vineyards.

The run will besides motorboat successful a staggered fashion, opening successful China this week, followed by India successful August. The advertisements will past rotation retired crossed nan United States, United Kingdom, Japan, and Germany successful nan coming months, pinch South Korea group to travel successful November. The divers scope of media platforms, including television, YouTube, streaming services, cinema, and outdoor billboards, ensures that nan ads will scope a wide audience, some online and offline.

Conclusion: A Game-Changer for Australian Tourism

Tourism Australia’s latest $130 cardinal advertisement run is poised to person a important effect connected nan country’s tourism sector, driving a grounds number of world arrivals and contributing to nan wide economy. By blending iconic Australian symbols pinch world personage endorsements and localized messaging, nan run has nan imaginable to resonate profoundly pinch world visitors crossed cardinal markets, including nan United States, United Kingdom, China, India, and Japan.

The accrued visitant numbers expected by 2026 and beyond will create galore economical benefits, from occupation creation successful nan tourism assemblage to accrued gross for section businesses. With Australia’s tourism manufacture connected nan emergence and these breathtaking caller advertisements hitting nan world stage, it’s clear that nan early of tourism successful Australia looks brighter than ever.