Robert Irwin, famous for following in his late dad, Steve Irwin’s footsteps at the Australian Zoo, is the face of Tourism Australia’s newest campaign, and it couldn’t come at a better time. The 21-year-old wildlife conservationist, is front and center in the $130 million “Come and Say G’day” rollout. For travelers in the U.S. and Canada, Robert’s familiar presence makes Australia feel closer than ever.
Robert Irwin: A Natural Ambassador
Robert isn’t just another TV personality or a contestant on Dancing with the Stars. He grew up at the Australia Zoo, sharing wildlife conservation with the world and continuing the work of his parents, Steve and Terri Irwin. That authenticity is exactly why Tourism Australia chose him to represent the country in North America.
In the campaign, Robert appears alongside Ruby the Souvenir Kangaroo, an animated character who highlights the magic of an Australian holiday. Together, they tell the story of a traveler named Danny, whose adventures down under become unforgettable memories. In other words, a trip to Australia isn’t just a vacation, it’s an experience that stays with you for life.
Why The Timing Matters
Tourism Australia deliberately launched the campaign to line up with Robert’s debut on Dancing with the Stars. Millions of viewers tune in to watch him perform, giving the campaign instant recognition in the U.S. and Canada. As Chris Allison, Tourism Australia’s Vice President for The Americas and New Zealand, explained, Robert already has strong name recognition in North America, so connecting him with Australia’s tourism push is a perfect fit.
The campaign also coincides with Australia Marketplace North America 2025, which brought more than 115 tourism businesses to Los Angeles to showcase what the country offers. From new flight routes to expanded travel packages, it’s never been easier to plan a trip.
Why Tourists Should Say ‘G’day’
For U.S. and Canadian travelers, Australia checks every box. Stunning beaches, world-class diving on the Great Barrier Reef, cities like Sydney and Melbourne buzzing with culture, and of course, unique wildlife encounters that can’t be found anywhere else. But it’s more than a destination checklist. As Robert Irwin shares in the campaign, Australia is about connections. It includes nature, people, and with the stories you take home.
And thanks to growing airline capacity, including daily non-stop flights from Vancouver to Sydney and more seats from U.S. hubs, getting there is more accessible than ever. Travel data shows that more North Americans are making the journey, but they’re also spending more once they arrive. Certainly, it’s a good sign a sign that Australia delivers delivers real value for long-haul visitors.
Robert’s Star Power
At the heart of it all, Robert is the draw card. Fans who followed his story from childhood at the Australia Zoo to conservation work and now DWTS see him as genuine, approachable, and inspiring. His involvement makes the campaign relatable, bridging the gap between wildlife conservation and tourism.
For many folks, the idea of meeting Robert at the zoo or experiencing the country he passionately represents could be reason enough to book the flight. Australia’s always been on travelers’ bucket lists, but with Robert Irwin leading the way in this campaign, the message is clear: there’s never been a better time to come and say “g’day.” And who knows, you might actually win his heart.
What Are You Waiting For?
On Instagram this week, Robert Irwin shared a preview of the latest advert, explaining that both his mom, Terri, and his sister Bindi met and married folks who came from elsewhere. Terri, who hails from Oregon, USA, visited the country as a tourist and “she went into a little roadside reptile park, met a bloke in khaki shorts that was feeding a crocodile.”
Meanwhile, Bindi met and married American, Chandler Powell. In the campaign, Robert hinted that he wouldn’t mind meeting a tourist and making a great life together with them. So, what are you waiting for? Have you booked your ticket yet? Let us know in the comments below, and remember to come back here often for all your travel news and updates.