Tourism Australia opens global media services tender

Tourism Australia has announced plans to pitch its global media buying business, opening a potential five-year contract to manage media buying across its international markets.

The contract will run for an initial three-year term, with two one-year extension options. The review follows the recent launch of chapter two of Come and Say G’Day, created by Droga5 and placed by UM.

The tender will be staged. From September to December 2025, the process will assess agency capabilities. A second phase, running January to April 2026, will focus on strategic capabilities and operational structure with shortlisted agencies.

Tourism Australia CMO Susan Coghill said media services are central to the body’s destination marketing remit.

“This process is about building a best-in-class media services partnership to market Australia’s compelling tourism offering at scale, whilst navigating disruption in the media ecosystem, and inspiring travellers to choose Australia across key international markets,” Coghill said.

“With the global media landscape continuing to evolve, demonstrated leadership in data, technology, and creative media thinking, as well as guidance on emerging platforms and changing consumer behaviours are important factors.

"We’re aiming to select an agency partner, or partners, to deliver media services across our international network at consistently high standards to meet the immediate and future demands of our business.”

An industry briefing and Q&A session will take place on Wednesday 17 September at the Museum of Sydney, with options to attend in person or online.