Tourism Australia unveils $130 million campaign with Robert Irwin and Nigella Lawson

Tourism Australia has launched the second chapter of its Come and Say G’day campaign with market-specific creative fronted by Robert Irwin and Nigella Lawson, part of a $130 million global push to lure 11.8 million international visitors annually by 2029.

For the first time, the national tourism body is rolling out localised advertisements tailored to audiences in the United States, United Kingdom, China, India and Japan, each featuring talent familiar to those markets.

Wildlife conservationist Robert Irwin will appear in the US version of the campaign, while British celebrity chef Nigella Lawson leads the UK rollout. Chinese actor Yosh Yu (pictured below), philanthropist Sara Tendulkar (India), and comedian Abareru-kun (Japan) also feature. Australian actor Thomas Weatherall appears across multiple markets alongside Tourism Australia's returning brand mascot, Ruby the souvenir kangaroo.

The campaign, developed by Droga5 ANZ, part of Accenture Song, builds on the original 2022 Come and Say G’day platform, which has delivered a 10% lift in destination consideration across the US, UK and China, and a 22% spike in flight searches for Australia.

Tourism Minister Don Farrell said the campaign plays a vital role in driving economic impact across the country. “Tourism is the lifeblood of so many communities and creates hundreds of thousands of jobs. I know this iteration, featuring popular talent like Robert Irwin, will be a smash.”

Tourism Australia managing director Phillipa Harrison said the new market-led strategy is designed to keep Australia top of mind in a competitive global tourism environment.

“Traditionally, tourism campaigns have used 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,” Harrison said.

Tourism Australia CMO Susan Coghill added: “This is the first time we’ve strategically leveraged market-specific talent to truly connect with travellers. We believe this powerful blend of beloved characters, compelling local talent, and authentic storytelling will inspire international visitors to book that once-in-a-lifetime Australian adventure.”

Tourism numbers are trending upward, with international arrivals expected to hit 10 million in 2026 and reach 11.8 million by 2029. Visitor spend hit a record $52.6 billion in the year to March 2025, according to Tourism Research Australia.

The campaign will launch this week in China, followed by India in late August. The US, UK, Japan and Germany will see rollout in September, with South Korea to follow in November.

Droga5 founder and Accenture Song CEO David Droga said the campaign is a personal milestone: “As an Australian living abroad, it’s both a privilege and a deep responsibility to help invite the world back home.”

According to the federal government, every $1 invested in tourism attraction returns $14 to the economy, supporting more than 700,000 jobs and 360,000 businesses.