The Australian government has launched a substantial $130 million global tourism campaign titled 'Come and Say G’day,' featuring international celebrities to attract visitors from key markets including China, India, and the United States.

The campaign prominently features Ruby the Roo, an animated character that builds on the success of previous initiatives to encourage tourism.

Tourism Australia managing director Phillipa Harrison highlighted a new strategy of utilizing different celebrity faces tailored to specific markets to enhance the campaign's effectiveness.

Celebrity participants in the campaign include renowned figures such as chef Nigella Lawson, wildlife conservationist Robert Irwin, and wellness influencer Sara Tendulkar, who will promote Australian tourism through localized advertisements.

Trade and Tourism Minister Don Farrell emphasized the critical role of tourism in job creation and economic growth, noting that the sector supports over 700,000 jobs and 360,000 businesses across Australia.

Chinese tourists have significantly contributed to Australia's economy, with 860,000 visits and $9.2 billion spent in the year leading up to March 2025, reflecting a notable increase from the previous year.

The campaign aims to boost tourism revenue with a target of attracting 10 million visitors by 2026 and 11.8 million by 2029.

Since the launch of the first campaign in 2022, interest in traveling to Australia has surged, with flight searches increasing by 22%.

Bespoke marketing efforts will be tailored for different countries, starting with China and followed by India, the US, UK, Japan, and Germany.

The teaser for this campaign was first showcased during Prime Minister Anthony Albanese's visit to China, with full advertisements set to air in China on August 7, 2025.

This campaign expands on the previous 'Come and Say G'day' initiative, now enhanced with various international stars to create personalized experiences for potential tourists.

The campaign was unveiled through new advertisements featuring Robert Irwin showcasing Australia's landscapes to American travelers, alongside a Chinese-language ad featuring A-list actor Yu Shi.