The latest 2025 Australian tourism campaign has drawn criticism from The Guardian, which alleges the promotional material is "too white and not multicultural enough." The critique, amplified by social commentator Drew Pavlou, questions the campaign's portrayal of "Aussie-ness" despite Australia's self-proclaimed diversity. This comes as Tourism Australia rolls out the second phase of its global "Come and Say G'day" initiative.
According to The Guardian's assessment, the campaign feels "strangely one-dimensional" for a country that prides itself on its diversity in the 21st century. The publication noted, > "There are flashes of multiculturalism from the international stars, but the campaign centres on broad white stereotypes of 'Aussie-ness.'" Drew Pavlou echoed this sentiment, stating on social media, "OMG, The Guardian actually did the meme. They are complaining that the new Australian tourism campaign is too white and not multicultural enough."
Tourism Australia's "Come and Say G'day" campaign, which originally launched in October 2022, features the CGI kangaroo character Ruby alongside a diverse cast of international celebrities, including Robert Irwin, Nigella Lawson, Yosh Yu, Sara Tendulkar, and Abareru-kun. Tourism Australia Managing Director Phillipa Harrison stated the campaign aims to showcase "the unique experiences and diverse landscapes that make our country so special, while also highlighting our warm and welcoming people." The campaign is being rolled out across key international markets such as China, India, the US, and the UK.
The first chapter of the "Come and Say G'day" campaign reportedly led to a 10% increase in holiday consideration in key markets. International visitor expenditure reached a record $52.6 billion in the 12 months to March 2025, with projections anticipating 10 million international arrivals by 2026. Despite these positive performance indicators, the recent criticism highlights ongoing debates regarding the representation of Australia's diverse population in its national branding efforts, echoing past discussions on the inclusivity of tourism advertisements.