Tourism Australia unveils $130m campaign with a focus on China
Tourism Australia is launching a $130m campaign to lure in more cash-splashing holiday-makers from abroad, with China's exploding middle class top of mind.
Ads unveiled by Tourism Australia on Monday offered a glimpse of how the government agency planned to target would-be vacationers from the US, UK, China, India and Japan.
In the pitch to Americans, Robert Irwin gives an American traveller the ride of his life in a Toyota LandCruiser through steep sand dunes.
Mr Irwin also features in a Chinese-language ad alongside Yu Shi – a young A-list actor leading an explosive career since his 2023 breakout role in a major Chinese epic fantasy franchise.
Anthony Albanese gave a first look at the campaign while on his lengthy state visit to China last month.
Making up some 860,000 visits, visitors from the country splashed a whopping $9.2bn in the 12 months to March, according to official figures.
Both the number of visits and the amount spent were up on March 2024 figures by 26 per cent and 28 per cent respectively.
Still reeling from the Covid-19 pandemic and blindsided by devastating natural disasters in recent years, Australia's tourism industry welcomes the trend.
While in China, the Prime Minister made no secret that he was hoping to reframe Australia's relationship with Beijing in friendlier terms and shed the spectre of an increasingly militaristic regional rivalry.
Though, despite his efforts to escape defence and security concerns, little has changed since his return, with the Trump administration driving uncertainty around AUKUS.
The Albanese government has been keen to highlight that other countries are being targeted with the Come and Say G'day campaign.
Celebrity chef Nigella Lawson featured in the UK ad, while wellness influencer Sara Tendulkar and comedian Abareru-kun appealed to audiences in India and Japan.
All ads featured a chipper Ruby the Roo – an animated kangaroo eagerly urging travellers to 'come and say g'day'.
'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,' Trade and Tourism Minister Don Farrell said.
'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.'
Originally published as Tourism Australia unveils $130m campaign with a focus on China
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