Come and Say G’day one year anniversary

  • Media release

Tourism Australia’s global campaign, Come and Say G’day, has now been in key tourism markets around the world for one year, encouraging international travellers to plan and book their next holiday to Australia.

To mark the occasion, the campaign’s Brand Ambassador, Ruby the kangaroo, has made special appearances on a number of major billboards in New York, London, Singapore, Chengdu and Beijing.

The campaign has had a positive impact in key markets so far with global consideration for an Australian holiday increasing over the past 12-months, and the number of international travellers searching flights to Australia up by 10 per cent globally, compared to 2019.

The versatile campaign has successfully been localised, with versions being rolled out across English and non-English speaking markets. It has also been adapted to capitalise on key moments, with a special instalment of Come and Say G’day running while the eyes of the world were on Australia for the FIFA Women’s World Cup 2023™.

At the time of the Come and Say G’day campaign launch, international visitation to Australia was at 50 per cent of pre-pandemic levels, compared to October 2019. The most recent arrivals number for July 2023 show that has climbed to 79 per cent, compared to July 2019.

The Australian travel and tourism industry has been steadily recovering since inbound international travel to Australia resumed in February 2022. Tourism Research Australia is projecting international visitor expenditure to exceed pre-pandemic levels in 2024 and international visitor arrivals to exceed pre-pandemic levels in 2025.

These numbers highlight the important role the campaign will play in the ongoing recovery of our visitor economy, encouraging more and more international travellers to return to our shores in the coming months and years.

Quotes attributable to Trade and Tourism Minister Don Farrell:

"A year on, it is clear that tourists are coming to say G’day, and returning to Australia in strong numbers.”

“Overall, we have reached 79 per cent of pre-pandemic arrivals, with some regions back at 2019 levels.”

“Tourism Australia’s campaign has ensured that Australia remains front and centre for travellers on the world stage, and it is great to see Come and Say G’day, and Brand Ambassador Ruby the kangaroo, are doing just that.”

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