Visitor stats up: Tourism Australia asked the world to Come and Say G’day, and they said okay!

Rear view shot of group of people walking with luggage at modern airport terminal. Passengers in airport corridor.
Edited by Travel Weekly


Tourism Australia’s global campaign, Come and Say G’day, has now been in key tourism markets around the world for one year, welcoming international travellers to Australia and supporting the recovery of our visitor economy.

To celebrate the milestone Brand Ambassador Ruby the kangaroo has hopped onto major billboards in New York, London, Singapore, Chengdu and Beijing with a warm and welcoming message for travellers while showcasing some of Australia’s most recognisable and stunning scenery.

Tourism Australia Managing Director, Phillipa Harrison, said while Come and Say G’day is a long-term campaign, and its work is far from done, we can already see it has had a positive impact in Tourism Australia’s key markets.

“When Come and Say G’day launched in October 2022 visitation to Australia was at about 50 per cent of monthly pre-pandemic levels. The latest arrivals numbers for July 2023 show we have steadily climbed back to about 80 per cent, compared to the same month in 2019,” Ms Harrison said.

“This ongoing recovery is great news for our industry, and we are confident that our campaign will continue to drive more demand back to Australia, as we look to stand out in a very competitive global market. We know the campaign has already driven up global consideration for an Australian holiday, and our share of flight search is already up by 10 per cent globally, compared to 2019.”

“These numbers demonstrate that Come and Say G’day is working, and will play an important role, as we look to not only recover to 2019 levels, but to return to the sustainable growth our industry experienced in the decade before the pandemic.”

“As part of the campaign Tourism Australia has 190 campaign partnerships in market, including a variety of airlines and travel agents, and the feedback from those partners on the ground is they have seen a jump in interest in an Australian holiday since the launch of Come and Say G’day.”

Tourism Australia Chief Marketing Officer, Susan Coghill, said it is not a surprise Come and Say G’day is resonating internationally as it tested extremely well in markets ahead of the launch.

“Come and Say G’day has proven to be an incredibly versatile campaign that translates across English and non-English speaking markets and it can be adapted to capitalise on key moments such as the FIFA Women’s World Cup 2023™, where we were able to make the most of the global attention on Australia with a special instalment of the campaign,” Ms Coghill said.

Trade and Tourism Minister Don Farrell had this to say.

“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.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au

tourism australia

Latest News

  • Tour Operators

Wendy Wu Tours announces three new cruise itineraries

Wendy Wu Tours has announced the launch of three exceptional river cruise and tour itineraries that are available for booking online. These new itineraries combine fully inclusive touring with unique river cruising experiences, offering travellers an unparalleled way to explore Vietnam and India’s most captivating regions. Wendy Wu Tours is among the few providers offering […]

  • Cruise

European Waterways expands its fleet with the Shannon Princess

European Waterways has expanded its fleet with the acquisition of Shannon Princess, marking an exciting expansion of the company’s renowned fleet of intimate cruising experiences. Cruising Southern Ireland’s River Shannon since 2003, the Shannon Princess has been owned and operated by husband-and-wife duo Ruairi and Olivia Gibbons and has long been cherished part of European Waterways’ offerings. Now fully […]

  • News
  • Tour Operators

CATO Touring Academy doubles achievements

The Council of Australian Tour Operators (CATO) Touring Academy has surpassed all expectations, with over 1,000 enrolments, 11,000 course completions, and more than 600 agents earning their CATO Touring Certification since its mid-2024 launch. As the travel industry gears up for another dynamic year, the CATO Touring Academy is empowering travel professionals to elevate their […]

  • Destinations
  • Tour Operators

Mat McLachlan Battlefield Tours advises final call for Anzac Day 2025

Mat McLachlan Battlefield Tours has advised that the final call for Anzac Day 2025 is on 31 January 2025 with pre-registration also available for Anzac Day 2026. Travellers are encouraged to book their spot for either the 10-day Anzac Day on the Western Front departing on 19 April from Paris or the 8-day Anzac Day […]

  • Destinations
  • Hotels

Two destinations to visit in Mexico for Valentine’s Day

Valentine’s Day is quickly approaching and here are two romantic getaway destinations in Mexico to make any traveller’s day with their special someone even better. Casona Roma Norte, Mexico City This Valentine’s Day is the perfect time to visit Mexico City, as the streets come alive with roses, heartfelt gifts, and the city basks in […]

  • Appointments
  • News

BEIA appoints Rachel Cook as its new chair

The Business Events Industry Aotearoa (BEIA) Approved Professional Conference Organisers (PCO) Group has appointed Rachel Cook as its new chair. Cook is the business director of Conference Innovators (CI) and since joining CI 20 years ago has been instrumental in the company’s continuing growth and success. She plays a pivotal role in building and supporting […]

  • Hotels

Gaya Island Resort unveils its Wildlife Wonders package

Gaya Island Resort has unveiled its Wildlife Wonders package, a meticulously crafted 4-day, 3-night adventure designed for nature enthusiasts eager to discover the island’s rich biodiversity. The resort is nestled on the tranquil shores of Pulau Gaya, the largest island in Tunku Abdul Rahman Marine Park just off Kota Kinabalu. Its location makes it the […]

  • News

New Caledonia is open and ready for business as Smartraveller downgrades warning

Eight months after the civil unrest, the South Pacific destination of New Caledonia has reopened and is ready to welcome Australian tourists. Smartraveller has recently downgraded its travel advice to the destination following the removal of the nation’s curfew on the 2nd of December. The island is currently rated as amber – ‘exercise a high […]

  • Business Travel
  • Hotels

Atura Wellington unveils newly refurbished rooms in the New Zealand hotel

Atura Wellington, the former Thorndon Hotel by Rydges, has unveiled its newly refurbished rooms in the New Zealand hotel. The rooms were completed following a full refurbishment of all public spaces as part of a broader redevelopment plan. All 108 guest rooms have now been upgraded. The hotel is in the historic Thorndon neighbourhood and […]