Nigella partners with Tourism Australia to endorse travels to Australia
Record Tourism in Australia Boosted by UK-Tailored Campaign
Australia is experiencing a surge in tourism, with the number of international visitors reaching new heights. This growth is particularly noticeable among British travellers, who have shown a significant increase in their visits to the land down under.
Tourism Australia, the country's national tourism organisation, has launched a tailored version of its global advertising campaign, aimed specifically at the UK audience. The new iteration, titled "Come and say G'day", features renowned British chef Nigella Lawson and the animated kangaroo mascot, Ruby.
The choice of Ruby and Nigella Lawson was strategic. Ruby was selected due to her long-standing relationship with Australian cuisine and culture, while Nigella, known for her love of Australian food, perfectly embodies the campaign's spirit.
The campaign is part of Australia's broader tourism recovery, welcoming over eight million international visitors in the past year. This recovery is also being driven by major sporting events, such as the Lions Rugby and Ashes tours, which are attracting a large number of British tourists.
According to Tourism Research Australia, international arrivals are forecasted to reach a record 10 million in 2026 and grow to 11.8 million by 2029. This growth is expected to contribute significantly to the Australian economy, with the country generating AUD$52.6 billion in visitor spending during the 12 months to March 2025.
Andrew Boxall, regional general manager for the UK at Tourism Australia, expressed his excitement about the new campaign. He believes it will showcase tourism experiences that British travelers are interested in, further boosting the record highs in British visitor numbers.
June 2025 showed a 20% increase in UK visitors compared to June 2024, indicating a positive trend. UK visitor numbers reached 670,000 in the past year, a 9% year-on-year increase.
Nigella Lawson, who has a relationship with Australian cuisine and culture, expressed her deep affection for Australia during the campaign's launch. She said, "Australia has a unique and vibrant food culture that I have come to love over the years."
This is Australia's first UK-tailored tourism campaign, marking a significant step in the country's efforts to attract more British tourists. As the tourism industry continues to recover, it is expected that the "Come and say G'day" campaign will play a crucial role in maintaining and growing Australia's record tourism numbers.
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