Tourism Australia Swings For The Boundary With New Ashes Campaign

Tourism Australia has launched a fresh wave of promotional activity timed to capture the attention of millions of cricket fans across England during this year’s Ashes series. The new Howzat for a holiday? campaign will run on television screens and online throughout the series, spotlighting some of Australia’s most iconic destinations and experiences.

The advert takes viewers on a journey from the Melbourne Cricket Ground to Sydney’s Palm Beach, with stops at the Great Barrier Reef in Queensland, Kangaroo Island in South Australia and the Margaret River region in Western Australia. The creative aims to offer a warm reminder of Australia’s appeal as UK audiences settle in to watch the cricket on chilly winter evenings.

This approach builds on Tourism Australia’s strategy of tapping into major international sporting moments. The agency rolled out similar marketing activity around the FIFA Women’s World Cup in 2023 and the British and Irish Lions tour earlier this year.

The UK remains one of Australia’s most valuable tourism markets. British visitors contributed more than $5 billion to the Australian economy in the 12 months to June 2025.

A previous version of Howzat for a holiday? also aired across India during last summer’s cricket season, attracting around 100 million views:

Minister highlights chance to inspire UK travellers

Minister for Trade and Tourism Don Farrell said the Ashes series presents an ideal chance to showcase Australia to a massive overseas audience.

He said that although tens of thousands of English fans travel to Australia to enjoy the Summer and follow the Ashes, millions more will be watching from home.

Farrell said that while fans are rugged up against the cold, Tourism Australia will be reminding them of the sunshine, landscapes and vibrant experiences waiting on the other side of the world. He added that the Ashes captures the best of Australia’s sporting spirit and that there has never been a better time for UK travellers to support their team, book a holiday and experience what makes Australia unique.

Tourism Australia aims to make the most of an eight week spotlight

Tourism Australia Acting Managing Director Robin Mack said the Ashes is unmissable for UK cricket fans and that Australia will hold their attention from the first ball in Perth to the final wicket in Sydney.

He said the series gives the agency a rare opportunity to reach a key market for around eight weeks and that the team intends to make the most of it through a special instalment of the Come and Say G’day campaign.

Mack said the Howzat for a holiday? adverts will appear between overs and that seeing Australia’s scenery and experiences repeatedly is likely to inspire UK travellers to start planning an Australian adventure of their own.