English travellers will be invited to Come and Say G'day throughout the upcoming Ashes series with a campaign launching in the UK this week featuring Australian Test cricket captain Pat Cummins and Ruby the Kangaroo.
The Howzat for a holiday? creative will run on TV screens and online across England during the Ashes series to remind the UK about the world class destinations and experiences Australia has to offer.
Starting at the Melbourne Cricket Ground and finishing on Sydney's Palm Beach, the advert will also feature other destinations including: the Great Barrier Reef in Queensland; Kangaroo Island in South Australia; and Margaret River in Western Australia.
This is not the first time Tourism Australia has capitalised on the international spotlight generated by hosting a major sporting event. The marketing agency successfully took a similar approach with the FIFA Women's World Cup in 2023 and the British & Irish Lions tour earlier this year.
A version of Howzat for a holiday? also ran in India throughout the last Summer of Cricket, when the Indian cricket team toured. The activity which ran in India was viewed around 100 million times.
The UK is Australia's fourth largest market in terms of visitor arrivals. Visitors from the UK contributed more than $5 billion to our economy in the 12 months to June 2025.
Quotes attributable to the Minister for Trade and Tourism Don Farrell
"English cricket fans are travelling to Australia in their tens of thousands to enjoy our iconic Summer and watch the Ashes series, but there are many millions back in the UK who will be tuning in to watch on TV.
"While they are rugged up on a cold English night, we will be there to remind them what Australia has to offer as a holiday destination.
The Ashes brings out the best of our sporting spirit, and we're excited to share that with fans from across the UK. There's never been a better time to cheer on your team, book a holiday and experience what makes Australia truly unique.
Quotes attributable to Tourism Australia Acting Managing Director Robin Mack
"The Ashes is an unmissable event for cricket fans in the UK so we know their focus will be firmly on Australia from the time the first ball is bowled in Perth until the last wicket is taken at the final Test in Sydney.
"That gives us at Tourism Australia a captive audience in a key tourism market for around eight weeks, and we will be making the most of that opportunity with a special instalment of our Come and Say G'day campaign.
"Our Howzat for a holiday? campaign will air between overs, and we are confident that after seeing what Australia has to offer to holidaymakers again and again, UK travellers will be inspired to have an Australian adventure of their own."
