Australian celebrity Robert Irwin, English television cook Nigella Lawson, Chinese actor Yosh Yu, and other international stars have been unveiled as the new faces to lure overseas tourists Down Under.

Videos featuring these celebrities set against iconic Australian landscapes will be part of the federal government’s latest tourism campaign aimed at attracting travellers from the UK, United States, China, Japan, and India.

Robert Irwin, the son of the late Australian wildlife icon Steve Irwin, will front the advertisement for the American market.

Wellness advocate Sara Tendulkar will appear in ads for India, while Chinese actor Yosh (Shi) Yu, the UK’s Lawson, and Japanese comedian Abareru-kun will feature in commercials airing in their respective home countries.

The $130 million campaign expands on Tourism Australia’s “Come and Say G’day” initiative, which introduced the beloved animated mascot Ruby the Roo.

In the video, an American tourist loses his phone in the desert—only to be rescued by Irwin.

“G’day mate, just going for a stroll?” Irwin greets him.

Looking defeated, the tourist responds, “An emu took my phone.”

Irwin grins and says, “Well, we better go find it.”

Tourism Australia Managing Director Phillipa Harrison said traditionally, tourism campaigns use one famous face across all markets.

“But for our latest campaign Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia,” Harrison said.

“These international stars combine with local talent ... to create bespoke invitations for five markets.”

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