Travel Trends
How Tourism Australia Is Shaping 2025 Travel Trends: ‘Come and Say G’Day’
Monday, August 4, 2025
Australia Tourism is preparing for the next stage of the ‘Come and Say G’Day’ global campaign. This is the second iteration of the campaign and will focus on inviting more foreign travelers to the land down under. Familiar characters like Ruby the Kangaroo will be used in addition to celebrities relevant to the target markets. This campaign seeks to promote Australia as a must visit global destination for travelers of all types and all ages, featuring a variety of services that align with their preferences.
A Unique Approach to Global Promotion
Tourism Australia’s latest effort takes a step further in its marketing strategy by introducing internationally recognized personalities, each bringing their own unique appeal to five major markets: the United States, United Kingdom, China, India, and Japan. This campaign focuses on tailoring the message for local audiences by incorporating personalities who resonate with them, including:
- Robert Irwin (USA) – Australian wildlife conservationist and TV personality
- Nigella Lawson (UK) – Renowned food writer and television chef
- Yosh Yu (China) – Popular actor
- Sara Tendulkar (India) – Entrepreneur and philanthropist
- Abareru-kun (Japan) – Media personality and comedian
Alongside these famous figures, the beloved Ruby the Kangaroo remains at the heart of the campaign, symbolizing Australia’s laid-back charm and natural beauty. With this innovative blend of local stars and iconic Australian imagery, the campaign seeks to create a deep emotional connection with travelers across the globe.
Record-Breaking Tourism Numbers Fuel New Push
Tourism Australia’s latest push comes on the heels of impressive growth in the tourism sector. In the 12 months leading to March 2025, international visitor expenditure hit a record-breaking $52.6 billion. Furthermore, projections suggest that international arrivals could reach 10 million by 2026, marking a significant milestone for the Australian tourism industry. The campaign is part of a broader strategy to ensure Australia remains a top choice for tourists in an increasingly competitive global market.
A Successful Campaign and Continued Growth
The first chapter of the ‘Come and Say G’Day’ campaign has already shown positive results. In key markets like the US, UK, and China, the campaign led to a 10% increase in holiday consideration. Flight searches also surged by 22%, reflecting growing interest in Australia as a holiday destination. These outcomes are a testament to the effectiveness of the campaign in raising awareness and inspiring potential travelers to plan their trips to Australia.
Tourism Australia Managing Director, Phillipa Harrison, emphasized the importance of the campaign in keeping Australia at the forefront of international travelers’ minds. ‘With competition for the international tourism dollar greater than ever before, this new phase of ‘Come and Say G’Day’ will ensure Australia continues to stand out as a prime holiday destination,’she said.
A Custom-Tailored Approach for Each Market
What makes this campaign particularly exciting is its market-specific focus. Tourism Australia is leveraging the power of local talent to create bespoke experiences that resonate with target audiences in each of the key countries. By featuring personalities familiar to local audiences, the campaign builds a sense of authenticity and relatability that is key to attracting potential visitors.
Each market will witness tailored campaigns that highlight different aspects of Australia’s diverse tourism offerings. For instance, in the UK, the campaign will focus on the country’s culinary delights, with Nigella Lawson inviting travelers to experience Australia’s exceptional food and drink scene. In China, Yosh Yu’s involvement will emphasize the country’s cultural experiences, while in India, Sara Tendulkar will shine a light on Australia’s unique blend of adventure and relaxation.
Tourism Australia’s Long-Term Vision
The long term vision behind the ‘Come and Say G’Day’ campaign is clear: to ensure sustainable growth in the tourism industry, particularly as Australia strives to reach its goal of 10 million international arrivals by 2026. The government is backing these efforts with significant investment, with every dollar spent on tourism promotion returning $14 in economic benefits. This has helped sustain over 700,000 jobs and 360,000 businesses, further cementing tourism as one of Australia’s most vital industries.
The campaign will roll out in phases, beginning in China in the coming weeks, followed by India in late August. The United States, United Kingdom, Japan, and Germany will see their campaigns launch in September, with South Korea rounding out the final phase in November 2025.
What Travelers Can Expect from the Campaign
For travelers planning to visit Australia following the launch of this campaign, there are a wealth of opportunities to explore the diverse experiences the country has to offer. Whether you’re drawn to the scenic beauty of the Great Barrier Reef, the cultural richness of Sydney, or the laid-back charm of the Australian outback, this campaign highlights something for every type of traveler.
Here are a few tips for tourists considering an Australian holiday:
- Plan Ahead: With record-breaking numbers expected, it’s wise to plan your trip well in advance to secure the best deals on flights and accommodations.
- Explore Local Culture: Don’t miss out on unique Australian experiences like indigenous cultural tours, coastal hikes, and world-renowned wine regions.
- Embrace Wildlife: Engage with Australia’s incredible wildlife, from koalas and kangaroos to the fascinating marine life in the Great Barrier Reef.
- Tailored Itineraries: The new campaign offers personalized travel itineraries for each market, so travelers from the US, UK, China, India, and Japan can find activities that align with their interests.
Conclusion
Australia’s tourism campaign ‘Come and Say G’Day’ has single-handedly turned into one of the most effective advertising initiatives to promote tourism in Australia. The campaign even engages key local personalities and tailors specific greetings for each major target area that Australia hopes to entice. The campaign combines famous Australian visuals with local celebrities, which makes the next stage of the campaign even more effective in drawing tourists from all corners of the globe.
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The Wilderness Collection, a Tanzanian-owned and managed portfolio, has successfully launched its second luxury lodge, Warangi Ridge, right in the heart of Serengeti National Park, offering front row seats to the legendary wildebeest migration seasonally.
Warangi Ridge has been beautifully integrated into a stunning granite cliff, perfectly positioned for maximum enjoyment of the views over the savanna grasslands and kopjes below. Located in a restricted area of the park, with no neighbours within a 12 km radius, guests can enjoy this very exclusive wilderness away from the crowds, where predator sightings including cheetahs, leopards and lions, are prolific all year round.
Central guest facilities include an elegant library, lounge bar and restaurant as well as yoga deck, open air gym and spa, all tucked away between the acacia trees, with a waterfall and infinity pool claiming pride of place.
The all-inclusive lodge comprises fifteen thoughtfully designed, fully insulated tented suites. Designed by South Africa’s acclaimed interiors expert Les Harbottle, the tents pay homage to the silhouette of the endangered pangolin, four of which were spotted in the area. Each tent has its own deck with plunge pool and outdoor shower overlooking the sweeping vistas. An interlinked two-bedroom suite is available for families.
A variety of activities are on offer including day and night game drives in open sided vehicles, river walks along the Orangi River, specialized bird walks and 2-to-3-hour guided eco-nature walks. There are also child-friendly activities and treats to engage young guests aged 5-15.
The Wilderness Collection will also be launching another two properties in 2026.
The article Serengeti’s newest luxury lodge, Warangi Ridge is open first appeared in TravelDailyNews International.
Travel Trends
Virtuoso Travel Week 2025: Uniting the World’s Luxury Travel Professionals to Shape the Future of Travel, Tourism, and Global Business Trends
Monday, August 4, 2025
Scheduled for August 9 to August 15, 2025, Virtuoso Travel Week 2025 is going to be a remarkable gathering that brings together upwards of 1,500 qualified professionals in the luxury travel sector, service providers, and industry professionals across 100 nations. Las Vegas will serve as the continental hub for the luxury travel industry during the week, offering unparalleled industry-specified networking, skill enhancement, and impactful events aimed towards the innovation and evolution of the travel and tourism industry. Embracing a hybrid format, Virtuoso Travel Week blends the physical and the virtual. It seeks to stimulate the market in an engaging yet organic manner by virtue of meaningful interactions powered by technology.
The Significance of Virtuoso Travel Week
With the branding and publicity of the travel week, it is anticipated that thousands will engage in booking packages using luxury travel that would convene in Las Vegas and thus, boosting the global luxury travel market. In contrast to Travel Week, Virtuoso Travel Week will consist of a sophisticated series of finely-tuned, pre-scheduled appointments creating a conference that exceeds industry expectations. Sponsored by exceeding Travel Week, it will carry as a travel conference, for the week, in Las Vegas to deliberate the luxury travel calendar for the upcoming year.
With a knowledge of current market trends, Virtuoso Travel Week helps both leisure travelers and professionals in the industry to satiate their growing appetite for luxury travel events. The event integrates forum for the industry stakeholders to deliberate emerging trends and new ideas in the industry, shaping innovations that will have a lasting impact, not only in the luxury segment of travel, but in tourism in general and all over the world.
Engaging the Luxury Travel Market and Adding Value to Virtuoso Travel Week
It is undeniable that the hybrid format of Virtuoso Travel Week brings new value to the luxury travel industry. With features like in-person networking and global virtual participation, insightful interactions can occur between global members and participants. The in-person features of the event are complimented fully by the virtual features, making it much simpler for a participants who cannot travel.
The hybrid model further expands the scope of participation, helping organize events at a global scale. During the Virtuoso Travel Week, one can meet different travel agents, hotel providers, local travel representatives, emerging travel technology companies, and people from different sectors of the travel industry which make it one of a kind in term of luxury travel integration. Such a format provides the opportunity for people from different fields and countries to meet and engage, thus, fostering a global networking conduit for the exchange of ideas and business which spans across borders.
The significance of attending the sessions virtually or in person provide immense value to the luxury travel sector. Having a global participation creates opportunities for professionals to share and get insight on products and services that will create impact on their business for the years to come by. از
The Transformational Agenda In Luxury Travel and Tourism
Preparing for the upcoming years, business experts can predict that the global luxury travel industry is expected to transform immensely due to the changing technology. Along with a modernized approach to tourism, Virtuoso Travel Week 2025 is set to provide all experts a chance to redefine the dynamics of business tourism.
The increasing need for fully customized travel experiences is anticipated as one of the primary trends to be explored at Virtuoso Travel Week. Today’s luxury travel customers expect more than just high-end hotels or exclusive visit sites. They require more fitting experiences aligned with their interests. The luxury travel market is being shaped by private jet charters, bespoke itineraries, unique cultural immersion experiences, as well as travel bespoke to individual interests.
The impact of this transformation is significant for the entire tourism value chain, compelling lodges, travel destinations, and even the travel agencies to rethink their strategies for the luxury traveler. None of the industry’s institutions have been more clearly put to the test as during Virtuoso Travel Week, where discussions regarding the adaptation of the industry to the needs of the luxury traveler and focus on the innovative products, services, and technologies travel providers need to adjust to.
The Expanding Impact of Luxury Travel Experts
Luxury travel professionals benefit greatly from attending Virtuoso Travel Week, where they gain unrivaled insight tailored to their specific roles in the industry, allowing seamless networking within the field. With the expansion of the luxury travel industry, the impact of industry stakeholders also increases. A Travel agent, tour operator, luxury hotel employees, and other industry players critical the in molding the user journey because they connect users with the travel and experiences to they wish to use of explore.
The ability to stay ahead of the market with courtesy of insights from the finest industry leaders, top travel suppliers, and glean emerging market trends and opportune is important for all professional luxery travel specialists. To many, this is the major takeaway out of attending Travel Virtuoso Travel Week, renewing relationships for their innovative marketing strategies to tailored offerings to appeal young creatives and grow their clientele.
The luxury travel sector is in constant flux. This professional stakeholders is undoubtedly important for the industry since the attending travel sector would need to embrace the new market shifts. With their flagship custom offerings, loyal users, and their distinct market strategies all of their users aimed to theird, travel endlessly.
Networking and Business Opportunities at Virtuoso Travel Week
Perhaps the most significant benefit of Virtuoso Travel Week is the unmatched networking prospect it presents. The event is aimed at collecting and facilitating interactions for every unique segment of the luxury travel industry. This is a phenomenal opportunity for people to meet, share ideas, and develop partnerships.
For travel agents and suppliers, the event acts as a gateway to meet their prospective business contacts. be it a luxury hotel that needs an agent to promote its products, or a destination that is seeking a tour operator. These interactions help to cultivate a productive business-networkment that sustain them and nurture partnerships that are beneficial to all the involved entities.
The networking expands beyond the formal meetings with social gatherings and mixers serving as other less formal avenues for networking. These meetings enable professionals to interact with their contemporaries, sponsors, and prospective business partners in a non formal environment, which enables the formulation of the creative ideas and partnerships.
The Effect of Global Tourism Trends
Not only is Virtuoso Travel Week a pivotal event for the attendees in luxury travel, it is also a notable event in the tourism calendar. The luxury travel segment is one of the fastest growing niches in tourism and, as such, also serves as a determinant of global tourism trends. Luxury travel is seen as a barometer for broader consumer spending trends, and any developments in this segment are very likely to have a ripple effect across the entire tourism industry.
The sustainability issue is very much likely to be one of the key topics of conversations at Virtuoso Travel Week. There is a growing concern among luxury travelers about the impact of travel on the environment, and this has given rise to a need for travel that is both sustainable and in accordance with their lifestyles. In response to this, many travel providers have had to redefine their business models and practice sustainability.
The ethos of sustainability is also creeping into the luxury travel industry, with carbon offset programs, eco-minded hotel and tour providers. Virtuoso Travel Week will be an important forum for discussing how sustainable luxury tourism can be and how destinations can sell themselves as eco-friendly to tourists that are sensitive to environmentally sustainable practices.
The Upcoming Trends in Luxury Travel Experiences
The changes in the preferences of the consumers necessitate changes in terms of offerings within the luxury travel sector. In the coming years, luxury travel will integrate state-of-the-art personal touches and will seek to immerse modern travelers in the trips. Travel Virtuoso Week offers unique and emerging luxury products and services that enhance the travel experience for the attendees.
The market is being driven toward more distinctive travel experiences including private cooking classes with Michelin chefs and underwater hotel stays. The luxury market is being permeated with unprecedented offerings, and services, such as exploration of private and remote locations and for Michelin star chefs to serve private cooking classes, will further redefine luxury in travel.
The conference aims to provide attendees the opportunity to learn about the emerging products and services that travel offer and how the modern luxury travel experiences can be customized as per the requirements of the clients. The offer of luxury travel will be more appealing as travel restrictions as well as the pandemic ease. This will revitalize the tourism market and travel industry present new opportunities to travelers and travel agencies.
Conclusion
The shaping of luxury travel business strategy, coupled with new technology integration, will be highlights of Vertuoso Travel Week 2025. In my opinion, not only will it be a culmination of sociocultural views, but also it will illuminate the direction of the travel and tourism in this century. The travel and tourism industry will be informed and ready with new concepts and solutions in the face of any upcoming sociocultural, economic, environmental, or technological changes. Thus, with all the attendees from the luxury travel industry, this travel week will be a great success if extensive discussions take a common position.
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