Tourism Australia Ramps Up Global Push with Mascots, Metrics & Local Stars

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Tourism Australia has launched the second phase of its flagship “Come and Say G’day” campaign across seven key markets—India, China, the UK, Japan, South Korea, Germany, and more—with a AUD 225 million budget allocated over five years, and AUD 120 million powering this wave. Their global mascot Ruby the Roo returns, now paired with local figures—including Sara Tendulkar in India—to deepen cultural resonance.

India is now Tourism Australia’s fifth-largest inbound source. Visitor numbers from India reached 453,000 in the 12 months to May 2025 (up 10% YoY), and spending climbed 14% to AUD 2.7 billion. The timing aligns with Australia’s aim to capitalize on rising Indian demand and establish a robust global-local storytelling framework.

Tourism Australia’s structured tracking model emphasizes impact at every stage:

• 0–6 months: Measures creative effectiveness, media reach/frequency, earned media, and social buzz.

• 6–12 months: Tracks shifts in awareness, consideration, and partnership performance.

• 12–24 months: Focuses on actual arrivals and expenditure.

Susan Coghill, CMO of Tourism Australia, underscores the importance of this layered approach for accountability in tourism marketing. Meanwhile, local ambassadors like Sara Tendulkar bring authenticity—her personal connection to Australia makes the message more relatable to Indian travelers.

By blending a beloved mascot, locally resonant faces, and granular performance measurement, Tourism Australia is building a campaign designed to deliver both emotional impact and measurable tourism outcomes. Whether brand awareness transforms into arrival numbers will determine its true success.