Nigella collaborates with Tourism Australia to endorse travels to Australia
In an exciting development for Australia's tourism industry, Tourism Australia has launched a new advertising campaign aimed at attracting more British visitors to the land down under. The campaign, titled "Come and say G'day," features celebrity chef Nigella Lawson and Tourism Australia's beloved animated kangaroo mascot, Ruby.
The campaign is designed to showcase the tourism experiences that British travellers are most interested in when considering Australia for their next trip. Nigella Lawson, who has been active in Australia as a guest judge on MasterChef Australia since 2016 and became a judge on Australia's My Kitchen Rules on the 7 Network from 2022, was chosen for her connection to Australian cuisine and culture.
The timing of the campaign coincides with major sporting events including the Lions Rugby and Ashes tours, which are expected to drive additional British tourism to Australia. According to Andrew Boxall, regional general manager for the UK at Tourism Australia, he is excited about the collaboration with Nigella Lawson for the UK version of the campaign.
The campaign is part of Australia's broader tourism recovery, welcoming over eight million international visitors in the past year and generating AUD$52.6 billion in visitor spending. In fact, British visitor numbers to Australia have reached record highs with a 9% year-on-year increase. Last year, UK visitors totalled 670,000, with a 20% increase in June 2025 compared to June 2024.
Nigella Lawson expresses her love for Australia, highlighting its natural beauty, cities, food, and unique culinary culture. Olivia Palamountain, who promotes the campaign, agrees, emphasising the diverse experiences that Australia offers to travellers.
Tourism Australia has enlisted Nigella Lawson for a tailored version of its global advertising campaign. Ruby, Tourism Australia's animated kangaroo mascot, is also featured in the campaign, adding a touch of Australian charm. The campaign is a response to the increasing number of British tourists visiting Australia and aims to attract even more visitors in the future.
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