The second chapter in the hugely popular initiative is about to launch in key international tourism markets around the world.
Brand ambassador Ruby the Souvenir Kangaroo is back and joining her this time are talent well-known to local audiences in the U.S., UK, China, India and Japan, including Robert Irwin.
A series of localised creative executions will encourage international travellers to plan and book an Australian holiday.
“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,” said Don Farrell, Minister for Trade and Tourism.
“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.”
Tourism numbers are growing, with visitor expenditure in the 12 months to March 2025 reaching a record $52.6 billion.
According to Tourism Research Australia, the number of international arrivals is expected to reach a record 10 million in 2026 and grow to 11.8 million in 2029.
Tourism Australia Managing Director, Phillipa Harrison, said the latest Come and say G’day campaign will help to ensure Australia remains front of mind for travellers in a competitive global travel market.
“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,” Ms Harrison said.
“The new campaign features Australian wildlife conservationist Robert Irwin in the US; food writer and TV cook Nigella Lawson in the UK; actor Yosh Yu in China; entrepreneur and philanthropist Sara Tendulkar in India; and media personality and comedian Abareru-kun in Japan.
“These international stars combine with local talent, including Australian actor Thomas Weatherall and Ruby the Kangaroo, to create bespoke invitations for five markets that are tailored for each country to showcase the sort of tourism experiences travellers are looking for.
“With competition for the international tourism dollar greater than ever before, we are confident this second chapter of Come and say G’day will ensure Australia continues to remain front of mind for travellers looking to plan and book their next holiday.”
