Today Tourism Australia has launched the second chapter of its Come and Say G'Day campaign for the Japanese market.
The international tourism market is more competitive than ever. This campaign shows why Australia is the place for the world to Come and Say G'day when choosing where to holiday.
Assistant Minister for Tourism, Senator Nita Green, launched the campaign in Tokyo, to inspire Japanese travellers to plan and book an Australian holiday.
The rollout in Japan is a key part of a $130 million worldwide campaign and features Japanese media personality and comedian Abareru-kun, who has a deep passion for World Heritage sites – like our iconic Great Barrier Reef.
The campaign is set to run for the next two years and is targeted at attracting international arrivals to Australia, which are expected to reach a record of 10 million in 2026.
For every dollar the Government invests in tourism attraction, Australia receives a $14 return which helps to support more than 700,000 jobs and 360,000 businesses.
The Japanese market is growing year on year with 400,000 arrivals over the last year generating over $2.1 billion for the Australian economy. Over the coming years, the market is expected to grow by more than 50%, reaching 600,000 visitors annually by 2029.
Tourism remains a key element in the relationship between our two countries and people goes from strength to strength and next year is the 50th anniversary of the signing of the Treaty of Friendship and Cooperation between our two nations.
Quotes attributable to Assistant Minister for Tourism Nita Green:
"Japan has long been an important tourism market for Australia and one that remains a strategic priority for our visitor economy.
"As someone who lives in Cairns with the Reef and Rainforest in my backyard, I know just how much Australia loves our World Heritage sites. But they are not only precious to us – they're bucket list items around the world.
"We want to welcome the Japanese market to see those sites especially. And having Abareru-kun, who holds a certificate in World Heritage, feature at the Great Barrier Reef is part of that pitch.
"This latest chapter of Come and Say G'day builds on the success of the first by sharing the iconic places and lasting impression of an Australian holiday with a funny, warm and memorable campaign to encourage more Japanese travellers to visit.
"This campaign will help support the future growth of Australian tourism, which is the lifeblood of so many communities across the country and in turn supporting more than 700,000 jobs and 360,000 businesses."