New international tourism campaign hits the mark in restarting industry

The new international campaign to stimulate inbound visitation has been embraced by Australia’s tourism industry as a much-needed boost as the sector continues its recovery after the disruption of COVID-19 restrictions.

The Australian Chamber – Tourism, the national peak body of Australian tourism organisations, welcomes Tourism Australia’s new global tourism campaign Come and Say G’Day, featuring Ruby the kangaroo.

“We have been advocating for a strong international marketing effort so that Australia attracts much-needed international travellers in a highly competitive international market,” Australian Chamber – Tourism executive chair John Hart said.

“With the tourism landscape becoming increasingly competitive as further restrictions lift across the world, it is even more important that Australia stands out – and this creative campaign hits the mark.”

Tourism Research Australia’s latest International Visitor Survey results show that the number of international visitors for the year ending June 2022 was only at 14 per cent of pre-COVID levels, and total spend is at 22 per cent of pre-COVID levels.

“This campaign could not have come at a better time. It’s a great step towards restoring tourism activity in Australia to its previous growth trajectory,” Mr Hart said.

The campaign is an extension of the very successful There’s Nothing Like Australia global brand platform, and will focus on Australia’s key tourism markets, including Japan, Singapore, the United Kingdom and the United States.

It adopts Australian icons and scenery for instant recognition, reminding international travellers why Australia is such a unique destination.

Prior to COVID, Australia welcomed 9.5 million internationally visitors a year, spending $45.4 billion.

“This campaign is vitally important in helping the tourism sector bounce back from the impact of border closures and returning inbound tourism to its previous growth trajectory,” Mr Hart said.