Qantas fills a plane with Robert Irwins in global tourism push

Robert Irwin is having quite the year. He's hosted the Logies, conquered the American dance floor and become one of Australia's most recognisable tourism ambassadors. Now he's apparently taken over an entire Qantas aircraft.

The airline has recruited the wildlife conservationist for its latest international tourism campaign, unveiling an image featuring a cabin full of Robert Irwins in what looks suspiciously like a nod to the 22-year-old's increasingly unavoidable presence.

And the Australian clichés don't stop there.

The creative also sees Irwin and Qantas cabin crew explain the finer points of “nah yeah” and “yeah nah” to international travellers, before revealing that one crew member has been sporting a tattoo of Irwin's crocodile artwork for years.

Filmed at Australia Zoo's The Crocodile Hunter Lodge and onboard a Qantas aircraft, the campaign forms part of the airline's Australia in the Sky platform. It is running across North America, the United Kingdom and Asia, having launched on 16 September.

In the hero film, Irwin drifts off to sleep onboard before dreaming of being back at Australia Zoo, bringing to life Qantas' proposition that the Australian experience begins the moment passengers step onto the aircraft.

Beyond the celebrity-led creative, the campaign is designed to encourage international visitors to travel further once they arrive.

Irwin is promoting Qantas Explorer fares, which offer customers booking an international flight to Australia discounted domestic fares across more than 45 destinations when included in the same itinerary. The promotion includes a joint campaign with Tourism Australia in several markets.

Qantas group chief brand and corporate affairs officer Danielle Keighery said Irwin was a natural choice to represent the country internationally.

“Robert Irwin is one of Australia's most loved personalities and there is no one better placed to showcase our country to the world,” Keighery said. “For Qantas, that experience starts the moment customers step onboard one of our aircraft, through our distinctly Australian hospitality, food and wine.”

The collaboration also draws on Irwin's longstanding connection with the airline.

“Qantas has been part of my life since I was about the size of a loaf of bread. Some of my earliest memories are walking down the aerobridge with Mum and getting to visit the flight deck,” Irwin said.

“When I get on a Qantas flight, I'm amongst friends. There is something about the warm Australian hospitality that feels like home.”

Qantas will also support the 2026 Steve Irwin Gala in Brisbane, which raises funds for conservation organisation Wildlife Warriors.