Home » TRAVEL NEWS » Japan, China, India, Australia, United States, United Kingdom Lead Australia’s Strategic Push To Reclaim Global Tourism Spotlight With Massive Promotion Drive
Wednesday, August 6, 2025
Australia has launched a massive global tourism campaign targeting key markets including Japan, China, India, the United States, the United Kingdom, and its domestic audience to reclaim its position as a top international travel destination. With a strategic A$130 million investment, the campaign aims to boost visitor arrivals, drive record travel spending, and promote Australia’s unique experiences through tailored promotions in each region, marking a bold move to reignite global interest and strengthen post-pandemic tourism recovery.
Australia is ramping up its international tourism efforts with a bold new phase in its global marketing campaign, placing special emphasis on the Chinese travel market. This strategic move aims to accelerate the recovery and expansion of Australia’s tourism industry, which plays a vital role in the national economy.
The latest phase of the well-known “Come and Say G’day” campaign officially launches this week in Shanghai, China. This rollout marks a significant step in Australia’s wider plan to re-establish itself as a leading global travel destination. The campaign showcases creative digital content and promotions that aim to build emotional connections with international travelers and encourage holiday bookings to Australia.
The marketing campaign introduces a mix of animated mascots and globally recognized figures that resonate with audiences in China, the United States, the United Kingdom, India, and Japan. This diversified appeal ensures Australia reaches a broad range of potential tourists through relatable storytelling and familiar faces. The approach emphasizes Australia’s unique offerings in nature, adventure, culture, and wildlife experiences.
Australia’s tourism authorities have designed the campaign to speak directly to the aspirations of travelers in each key market. In China, the campaign features localized content and creative executions that align with Chinese travel interests and habits. The messaging focuses on Australia’s welcoming nature, its diverse landscapes, iconic destinations, and vibrant cities.
This expanded campaign follows a teaser launch during a recent diplomatic mission to China. That initial exposure helped pave the way for a full-scale marketing push. The Australian government plans to extend the campaign into other top international markets before the end of the year, reflecting its commitment to long-term tourism growth.
Australia is backing this campaign with a substantial A\$130 million investment (approximately US\$84 million). This funding supports marketing activities across digital platforms, media partnerships, travel agency collaborations, and local events in target countries. The campaign’s primary objective is to convert international interest into confirmed holiday bookings.
Tourism continues to play a powerful role in Australia’s economy. It supports thousands of small businesses, sustains regional communities, and creates hundreds of thousands of jobs across the country. The ongoing global campaign is a central pillar in Australia’s tourism strategy to strengthen its international brand and increase visitor numbers.
Since the reopening of international borders post-pandemic, Australia’s tourism industry has demonstrated strong resilience and recovery. Forecasts show that international tourist arrivals will grow significantly, reaching 10 million by 2026 and climbing to 11.8 million by 2029. These numbers reflect renewed global interest in Australian travel and the effectiveness of strategic marketing initiatives.
China remains one of the most crucial international visitor markets for Australia. According to recent tourism data, travelers from China made 860,000 visits to Australia in the year ending March 2025. This figure marks a 26 percent increase compared to March 2024, highlighting the rapid resurgence of Chinese outbound travel and Australia’s attractiveness as a preferred destination.
Overall, international arrivals to Australia have reached 90 percent of pre-pandemic levels recorded in March 2019. This substantial rebound indicates growing traveler confidence and satisfaction with Australia’s offerings, safety standards, and hospitality.
Visitor spending has also surged, reaching an all-time high of A\$52.6 billion (US\$33.97 billion) in the 12 months ending March 2025. This record-breaking figure underscores the financial importance of tourism and its contribution to Australia’s economic growth. Increased spending benefits local businesses, hotels, restaurants, tour operators, and transportation services across every state and territory.
The “Come and Say G’day” campaign plays a vital role in this upward trajectory. By investing in high-impact storytelling, global outreach, and personalized engagement with international travelers, Australia ensures it stays competitive in a fast-changing global tourism landscape.
Australia continues to focus on building long-term relationships with travelers by showcasing authentic experiences and world-class destinations. From the Great Barrier Reef and the Outback to Sydney’s iconic landmarks and Melbourne’s cultural scene, the campaign highlights the vast array of attractions awaiting visitors.
Australia is targeting Japan, China, India, the United States, the United Kingdom, and its domestic market with a massive A$130 million tourism campaign to revive international travel, boost visitor spending, and reclaim its place in the global tourism spotlight after the pandemic.
With rising demand for international travel and an evolving global market, Australia’s comprehensive campaign strategy positions it as one of the world’s most desirable travel destinations. The latest push in China signals Australia’s intent to deepen its presence in key markets and capture the interest of millions of potential tourists.
By blending creativity, cultural relevance, and strategic funding, Australia’s global tourism campaign sets the stage for sustained growth, stronger visitor engagement, and a thriving future for the travel industry.
