Ruby the Souvenir Kangaroo is bounding back onto the global stage, carrying Australia’s warm invitation to travelers around the world. The beloved mascot is starring in the next chapter of Tourism Australia’s hugely successful “Come and say G’day” campaign, this time with a star-studded twist. From wildlife encounters to culinary adventures, the campaign showcases Australia’s charm through the eyes of both local and international talent, each offering a personalized invitation to experience the land down under.
This renewed global push comes at a time when international travel is booming, and competition for travelers’ attention is fiercer than ever. With tourism numbers reaching record levels and visitor expenditure hitting $52.6 billion in the year to March 2025, Australia is positioning itself as a must-visit destination, blending its natural beauty, vibrant culture, and welcoming spirit.
The Next Chapter of ‘Come and say G’day’
Tourism Australia’s latest initiative takes its already successful campaign to a whole new level. While Ruby the Roo remains the friendly face of Australian tourism, this chapter introduces famous personalities from key markets to help connect with travelers in a more relatable way. The campaign is tailored to audiences in the United States, United Kingdom, China, India, and Japan, with each version highlighting experiences that appeal most to those regions.
In the U.S., wildlife conservationist Robert Irwin joins Ruby to invite nature lovers and adventure seekers to explore Australia’s unique wildlife. Across the ocean in the U.K., celebrity chef and TV personality Nigella Lawson shares the flavors of Australia, enticing foodies to savor the nation’s culinary delights. The campaign continues to expand its global star appeal with Yosh Yu capturing audiences in China, Sara Tendulkar engaging travelers in India, and Japanese comedian Abareru-kun bringing humor and warmth to the Japanese market.
Global Stars, Local Adventures
Each market-specific campaign paints a vibrant picture of what travelers can expect when visiting Australia. This approach moves away from a one-size-fits-all message and instead taps into the travel aspirations of different regions. Whether it’s snorkeling in the Great Barrier Reef, indulging in farm-to-table dining, or exploring the rugged outback, the narrative remains consistent: Australia is a destination that promises unforgettable memories.
Phillipa Harrison, Tourism Australia’s Managing Director, emphasized the importance of connecting with travelers on a personal level. “Traditionally tourism campaigns have leveraged one famous face across every market but for our latest campaign Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia,” she said.
Tourism data supports the timing of this ambitious campaign. Since the first launch in October 2022, consideration for an Australian holiday has jumped by 10% in the U.S., U.K., and China. International flight searches to Australia have surged by 22%, and there’s been a notable rise in first-time visitors arriving from key markets. With international arrivals forecasted to hit 10 million by 2026, the campaign’s second chapter aims to sustain and accelerate this growth.
Boosting Tourism and the Economy
Australia’s government and tourism leaders are confident that this campaign will have a significant economic impact. Tourism is a cornerstone of the nation’s economy, supporting over 700,000 jobs and 360,000 businesses. According to Senator Don Farrell, Minister for Trade and Tourism, every dollar invested in attracting international visitors returns $14 to the economy, benefiting communities across the country.
“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,” he noted. “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.”
Key Facts from the Campaign
- Visitor expenditure reached $52.6 billion in the year to March 2025.
- International arrivals are expected to reach 10 million by 2026 and 11.8 million by 2029.
- Flight searches to Australia have increased by 22% since the campaign began in 2022.
- Localized campaigns will launch in China, India, the U.S., U.K., Japan, Germany, and South Korea through 2025.
The rollout will be carefully timed to coincide with peak booking periods. China will see the first wave of the campaign this week, followed by India in late August. The U.S., U.K., Japan, and Germany will get their launches in September, with South Korea joining in November. Creative development for the campaign is led by Droga5 ANZ, part of Accenture Song, whose team expressed pride in sharing Australia’s story on a global stage.
David Droga, Accenture Song CEO, reflected on the campaign’s purpose: “As an Australian living abroad, it is both a privilege and a deep responsibility to help invite the world back home. This is more than a campaign, it is a warm and timely welcome to the world.”
A Warm Invitation to the World
Beyond the glossy visuals and celebrity appearances, the heart of “Come and say G’day” remains the same: inviting travelers to experience the beauty, adventure, and culture that make Australia unique. By blending authentic storytelling with localized star power, Tourism Australia is not only promoting destinations but also sparking the dream of a once-in-a-lifetime holiday.
With Ruby the Kangaroo once again leading the charge and international stars delivering tailor-made invitations, this campaign is poised to make Australia shine brighter than ever on the global travel map. Whether travelers are seeking sandy beaches, ancient landscapes, or urban culinary delights, the message is clear: Australia is ready to say g’day, and the world is invited to answer.
