Tourism Australia Campaign: Irwin & Lawson Team Up
Tourism Australia Launches New Campaign Targeting Key International Markets
Tourism Australia is set to unveil a major new marketing campaign aimed at attracting record numbers of international visitors, with a phased rollout beginning this week in China. The campaign leverages Australia’s unique natural beauty and experiences to entice travellers from key markets including India,the US,the UK,Japan,Germany,and South Korea.
A Star-Studded Launch and Multi-Platform Reach
The campaign’s launch features Australian actor Yosh Yu, pictured swimming in the ocean, embodying the allure of Australia’s coastal lifestyle. This imagery will be central to the campaign’s message, highlighting the diverse experiences on offer.
The advertisements will be deployed across a wide range of platforms to maximise reach and impact. Expect to see them on television, popular streaming services, YouTube, in cinemas, and prominently displayed on outdoor billboards and even buses. This multi-channel approach ensures the campaign reaches potential travellers at various touchpoints in thier journey planning.
Record Visitor Numbers Forecast by 2026
The timing of this campaign is strategic, coinciding with the continued recovery of international tourism to Australia following the disruptions caused by the COVID-19 pandemic. Data from Tourism Research Australia reveals a positive trend, with 7.7 million international trips recorded in the year ending March 2025 – an 11 per cent increase year-on-year.
New Zealand remains the largest source of international visitors, but important growth is anticipated from China, the United States, the United Kingdom, and India. Federal tourism Minister Don Farrell is optimistic about the future,predicting international arrivals will reach a record 10 million in 2026,and further climb to 11.8 million by 2029.
“Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs,” Minister Farrell stated, underscoring the economic importance of a thriving tourism sector.
This new campaign represents a significant investment in Australia’s future, aiming to not only restore tourism levels but to surpass previous records and solidify Australia’s position as a premier global travel destination. The staggered launch across key markets demonstrates a targeted approach, tailoring the message to resonate with specific cultural preferences and travel motivations.