Tourism Australia Launches New “Come and Say G’day” Campaign in the U.S. Featuring Robert Irwin and Ruby the Kangaroo

Tourism Australia has unveiled the next chapter of its globally successful “Come and Say G’day” campaign, this time with a special focus on American travelers. The new initiative brings back Ruby the animated souvenir kangaroo and introduces wildlife conservationist Robert Irwin as a key figure in the campaign, tailored specifically for U.S. audiences.

Chris Allison, Tourism Australia’s Vice President for The Americas & New Zealand, explained that while past tourism campaigns often relied on one global spokesperson, this new approach highlights the unique and lasting memories visitors take home after an Australian holiday. “Our new Come and Say G’day campaign starring Robert Irwin alongside Ruby the Souvenir Kangaroo is a bespoke invitation to American travelers to visit Australia and experience a vacation that lasts a lifetime,” said Allison.

For Robert Irwin, joining the campaign is a natural extension of his life’s work. “I’m such a proud Aussie, so it's a real honour to be working with Tourism Australia on the next chapter of the Come and Say G'day campaign,” he said. “I’ve dedicated my life to protecting the natural world, so I'm excited for international travellers to experience our incredible wildlife and wild places. A trip to Australia is a vacation that will stay with you for a lifetime.”

The timing is ideal, as American interest in Australia continues to grow. In the year ending March 2025, Australia welcomed more than eight million international visitors, with 714,200 of them arriving from the U.S.—a group that contributed an impressive $5 billion in expenditure. Increased flight capacity from major U.S. cities like New York, Los Angeles, San Francisco, Houston, and Dallas is helping to meet this rising demand.

The multi-channel campaign is set to roll out across the United States immediately, reaching audiences through television, connected TV, high-impact outdoor media, online video, social platforms, audio, and digital advertising.

Australia’s tourism sector has shown steady growth since the reopening of global travel in 2022, and projections remain strong. According to Austrade’s THRIVE 2030 strategy, international arrivals are expected to hit a record 10 million by 2026, climbing to 11.8 million by 2029.

With Robert Irwin’s passion for conservation and Ruby’s playful charm, Tourism Australia’s refreshed campaign aims to inspire Americans to not just visit, but truly experience the natural beauty, culture, and wildlife of Australia—a vacation that promises to be unforgettable.

Photo Courtesy of Tourism Australia