Australia national tourist board's Slogans & Taglines

Tourism Australia is the Australian Government agency responsible for promoting Australia as a business and leisure travel destination, established in 2004 through the merger of the Australian Tourist Commission and the Bureau of Tourism Research. The agency's origins trace back to 1967 when the Australian Tourist Commission was first formed to market Australia internationally. Core offerings today encompass destination marketing campaigns, trade development, and visitor experience initiatives designed to drive inbound tourism across Australia's states and territories. Brand messaging has evolved through multiple iconic campaigns: from the 1984 Paul Hogan platform Come and Say G'day featuring the legendary "shrimp on the barbie" line, to the 2006 Lara Bingle campaign Where the Bloody Hell Are You?, the 2008 Baz Luhrmann-inspired Come Walkabout, and the 2010 long-running platform There's Nothing Like Australia. In 2022, the agency launched the $40 million Don't Go Small. Go Australia. campaign targeting European and North American markets, while the 2023 Come and Say G'day revival featured Ruby the kangaroo as a brand ambassador. Today, Tourism Australia continues to serve as the nation's premier destination marketing organisation, investing in bespoke campaigns that showcase Australia's aquatic, coastal, culinary, and cultural experiences to global audiences.