Tourism Australia has unveiled a new $40 million marketing campaign that spotlights the country’s aquatic and coastal attractions. The initiative rolls out across multiple platforms and names actor Chris Hemsworth as the campaign’s global ambassador.
Lisa Ronson, chief marketing officer at Tourism Australia, said the campaign will use virtual reality technology and large-scale user-generated content to showcase destinations in an immersive way not previously attempted in destination marketing. A recently released broadcast advertisement highlights more than a dozen aquatic and coastal experiences across Australia—snorkeling on the Great Barrier Reef, scenic helicopter flights over the 12 Apostles, beach driving in South Australia, and other coastal activities—accompanied by Hemsworth’s voice-over.
“Currently 70 percent of our international visitors enjoy an aquatic and coastal experience during their trip, so we are building on one of our great strengths and reflecting the government’s move to more targeted international tourism marketing,” said Richard Colbeck, federal minister for tourism and international education.
The campaign aims to engage travelers by combining compelling storytelling, immersive technology, and authentic visitor content to present Australia’s diverse coastal environments—from tropical reefs and surf beaches to rugged cliffs and secluded bays. By promoting a wide range of experiences, Tourism Australia intends to attract a broader mix of international visitors and encourage longer stays and repeat visits.
Tourism Australia’s strategy emphasizes experiences that are both iconic and accessible, inviting travelers to explore well-known sites as well as lesser-known coastal destinations. Using virtual reality gives potential visitors a chance to preview activities and environments before they book, while user-generated content adds genuine perspectives from people who have already traveled to those locations.
The new campaign also supports sustainable tourism goals by highlighting responsible, low-impact ways to enjoy coastal and marine areas. By presenting a variety of visitation options, the campaign encourages dispersal of tourists across regions and seasons, which can help reduce pressure on heavily visited sites and support regional economies.
As the campaign rolls out across digital, broadcast, and experiential channels, Tourism Australia expects to reach a wide international audience and inspire travel planning through vivid imagery, personal stories, and innovative technology. The combination of a high-profile ambassador, immersive media, and real traveler contributions positions the campaign to make a strong impression on prospective visitors.