Tourism Australia invites Chinese travellers to ‘Come and Say G’Day’

Tourism Australia invites Chinese travellers to ‘Come and Say G’Day’
Edited by Travel Weekly


    Tourism Australia’s global campaign, Come and Say G’day, has officially launched in China to encourage more Chinese travellers to plan and book an Australian holiday.

    Come and Say G’day has been running in Tourism Australia’s key markets around the world since October 2022, with the exception of China, where travel was not possible at the time.

    Tourism Australia managing director, Phillipa Harrison, said with aviation capacity between China and Australia recovering now is the right time to introduce the market to brand ambassador, Ruby the souvenir kangaroo.

    “Tourism Australia has remained active in China over the past few years to keep the dream of an Australia holiday alive and we launched a tactical campaign, Don’t Go Small Go Australia, shortly after travel from China resumed,” Harrison said.

    “We delayed our global campaign until aviation capacity between China and Australia could meet the demand. With the capacity returning to more than 50 per cent of 2019 levels this month, we believe now is the right time to invite Chinese travellers to Come and Say G’day.

    “Ruby the souvenir kangaroo is already proving to be a success in other key tourism markets around the world, with 59 per cent of those who have viewed the campaign saying it has made them more likely to take a holiday to Australia. Given this success, we are confident Ruby will be very popular in China as well.”

    Tourism Australia’s official China launch of Come and Say G’day took place in Chengdu – the capital of China’s Sichuan province. Chengdu has become the go to Chinese city for global luxury brand launches as it has high impact 3D billboards that often capture national headlines in China.

    Tourism Australia’s chief marketing officer, Susan Coghill, said the Come and Say G’day campaign assets, which launched last year, have been tailored for China, with the television commercial and short film, G’day, translated in-language.

    “Our beloved Brand Ambassador, Ruby the souvenir kangaroo, once again takes centre stage in the campaign, featuring prominently in a new series of creative assets designed to resonate with Chinese travellers,” Coghill said.

    “This tailored and nuanced approach perfectly aligns with our vision for Ruby, allowing us to adapt her to different markets and cultural moments without the need for significant additional production.”

    A senior delegation of Australian tourism and business events leaders travelled to China ahead of the campaign launch to meet with important partners. Tourism Australia will work with several partners in China as part of the Come and Say G’day campaign including, airlines and Key Distribution Partners such as retailers, wholesalers and online travel agents.

    In 2019, China was Australia’s leading visitor market with Australia welcoming 1.4 million visitors from China, contributing $12.4 billion in visitor spend. The Australian Bureau of Statistics international arrivals for April 2023 show visitation from China to Australia returned to 33 per cent of 2019 levels, which is up from 22 per cent in March.

    Check out the various creatives for each state below:

    TAS Creative Come and Say G’Day Campaign (Supplied)

    SA Creative Come and Say G’day Campaign (Supplied)

    QLD Creative Come and Say G’day Campaign (Supplied)

    NT Creative Come and Say G’Day Campaign (Supplied)

    VIC Creative Come and Say G’day Campaign (Supplied)

    WA Creative Come and Say G’day Campaign (Supplied)

    NSW Creative Come and Say G’day Campaign (Supplied)

    ACT Creative Come and Say G’day Campaign (Supplied)


    Featured Image: Come and Say G’Day Chinese launch Tourism Australia Campaign

    Latest News

    • News

    Female entrepreneurs in tourism invited to enter the 2024 Australian Women’s Small Business Champion Awards

    Entries have officially opened to the 2024 Australian Women’s Small Business Champion Awards – a prestigious and comprehensive programme that celebrates female small business owners from across the country. This year marks the third consecutive year of the Awards, which spotlight the achievements of some of the nation’s most inspiring women in small business. Including […]

    • Travel Agents

    Roy Morgan names Flight Centre the most trusted travel agent brand in Australia

    Flight Centre has been named the most trusted travel agent brand in Australia, according to a new Roy Morgan report. The leading research agency’s recent Roy Morgan Risk Report: Trust and Distrust Rankings of Industries and Brands in Australia (February 2024) compared a range of industries and within the travel and tourism sector, which included […]

    • Hotels
    • News

    Minor Hotels’ Anantara group reimagines the brand as its portfolio surpasses 50 properties

    Anantara Hotels & Resorts is marking a significant milestone with a reimagined brand identity as recent openings across Europe, Middle East and Asia have propelled the brand portfolio beyond 50 properties. Part of the Minor Hotels group, the Anantara visual refresh takes an elegant, pared-back approach that enables each hotel’s unique character to shine – […]

    • Tourism

    Club Med Musandam is newest addition to the resort group and a first for the Middle East

    Club Med has announced the newest addition to its Exclusive Collection portfolio with the opening of Club Med Musandam, the first Club Med resort in the Middle East. Set to be unveiled in 2028, the development of Club Med Musandam marks a significant investment milestone, surpassing the $100 million mark. A ground-breaking development as a […]

    • Luxury
    • Products

    Louis Vuitton champions travel in campaign featuring Roger Federer and Rafael Nadal

    Louis Vuitton has relaunched its iconic Core Values Campaign with a new chapter that sees tennis champions Roger Federer and Rafael Nadal. Shot by industry legend Annie Leibovitz, the campaign features the tennis icons summiting a mountain together in the Dolomites of Italy with the tagline ‘There are Journeys that turn into Legends’. Together, they […]

    • Aviation

    Garuda and Singapore Airlines to offer reciprocal benefits to frequent flyers, plus explore revenue sharing arrangements

    Garuda Indonesia and Singapore Airlines will deepen their commercial partnership and offer reciprocal benefits to their frequent flyer program members, plus explore revenue sharing arrangements for flights between Indonesia and Singapore, subject to regulatory approvals.  The frequent flyer program agreement was signed by Garuda Indonesia CEO Irfan Setiaputra and SIA CEO Goh Choon Phong in […]

    • Hotels

    My Fiji announce an exclusive deal with new Crowne Plaza Fiji Nadi Bay Resort & Spa

    My Fiji have announced an exclusive deal with the new Crowne Plaza Fiji Nadi Bay Resort & Spa, Fiji’s newest premium resort experience, offering exclusive packages for a limited time. Situated along the shores of Wailoaloa Beach, the resort offers 324 modern rooms, immersive amenities and world-renowned Fijian hospitality, Crowne Plaza Fiji Nadi Bay Resort […]

    • Cruise

    Sydney Swans greats announced for Crown Princess cruise

    Princess Cruises has partnered with the Sydney Swans to offer fans the first-ever AFL Member cruise aboard Crown Princess. This four-night voyage to Tasmania departs January 25, 2025 and guests will be able to immerse themselves in a once-in-a-lifetime Sydney Swans experience featuring special events and activities dedicated to fans. The cruise will feature Sydney […]

    • Destinations

    Listening to whales, followed by Ales and Prawn Tails on the Sunshine Coast

    Queensland’s Sunshine Coast is preparing to welcome more than 40,000 humpback whales that are making their way up the Australian east coast on their annual migration. The Sunshine Coast is one of Australia’s premier whale tourism destinations, built on its long-established whale watching cruises and Sunreef’s pioneering Swim with Whales experience, which celebrates its 10th […]

    • Aviation
    • Travel Agents

    Webjet relaunches partnership with AirAsia with a huge Asia flights sale

    Online travel agency Webjet has have relaunched their partnership with AirAsia with a huge Asia flights sale, available until 2 June. To give customers a greater breadth of choice and price point, hundreds of new flight options to Aussie favourite destinations have been added, including Bali, Kuala Lumpur and Bangkok via AirAsia, AirAsiaX, Thai AirAsia […]