Luxury Vacation & Golf Tours — Best of AU Golf
Luxury Vacation & Golf Tours — Best of AU Golf
After years of uncertainty, Australia is back on travelers’ radars, especially for Americans and Canadians eager to rediscover long-haul adventures. Through its new “Come and Say G’Day” campaign and renewed partnerships with North American travel advisors, Tourism Australia is rebuilding excitement for the Land Down Under.
In a 2025 interview, Chris Allison, Vice President of Tourism Australia in the Americas, shared how the organization is driving this comeback. Here’s how the country is winning over North American travelers, and why 2026 may be the perfect time to visit.
After several quiet years, travel to Australia from the U.S. and Canada is surging again. While 2025 started slow due to economic uncertainty, arrivals between November and March were strong, and July 2025 saw a 19% year-over-year increase.
Allison explained that shorter booking windows and increasing airline capacity are helping more travelers make the trip.
As airlines add routes and restore seats, travelers now have more flight options and competitive fares. It’s clear that long-haul travel is back, And Australia is benefiting.
Another surprise boost is coming from Canada. Although Canadian travel to the U.S. dropped sharply in 2025, overall outbound travel stayed strong. Many Canadians are simply choosing different warm-weather destinations, and Australia is stepping in.
“Australia offers something unique for snowbirds who’d typically go south to Florida or Arizona.”
With its sunny climate, friendly culture, and outdoor lifestyle, Australia offers Canadian travelers the comfort of warmth with the thrill of new experiences, from the beaches of Queensland to the vineyards of South Australia.
Tourism Australia’s hit campaign, “Come and Say G’Day,” returned in 2025 with a new chapter led by Robert Irwin, conservationist and son of the late Steve Irwin.
This time, the campaign takes a localized approach. Rather than relying on a single global message, Tourism Australia tailored its content to each key market. For North America, Irwin’s familiar charm and passion for wildlife helped travelers emotionally connect with Australia’s natural beauty.
This approach has paid off. The campaign feels personal, authentic, and emotionally engaging, exactly what modern travelers crave.
Tourism Australia knows that strong marketing must be backed by real booking momentum. That’s why it’s strengthening ties with travel advisors through initiatives like Australia Marketplace, which connects Australian suppliers with North American agents.
“Advisors help consumers navigate perceptions around time, distance, and cost,” Allison said.
“They play a key role in showing travelers that Australia is closer — and more accessible — than they think.”
By empowering advisors with destination knowledge, Tourism Australia ensures that dream trips become real itineraries — tailored, immersive, and effortless for the traveler.
Thanks to rising flight capacity, refreshed marketing, and renewed traveler confidence, Australia is on track for a major tourism surge in 2026.
This is the perfect time to:
Tourism Australia’s efforts are doing more than promoting a destination; they’re rebuilding emotional connections between travelers and the idea of open exploration.
If you’re planning your own adventure, our team of experts can help make it happen. We have experienced the country firsthand and know how to design personalized journeys that go far beyond the usual tourist trail.
From luxury getaways to off-the-beaten-path escapes, we’ll handle every detail — flights, lodges, tours, and insider experiences — so all you have to do is pack your bags and say G’day.
Ref: Chris Allison, Tourism Australia
