Celebrity chef Nigella Lawson has been announced as the face of Australia's first UK-tailored tourism campaign as British visitor numbers soar and major sporting events drive record tourism Down Under. Olivia Palamountain reports

As British visitor numbers to Australia reach record highs with a 9% year-on-year increase, Tourism Australia Tourism Australia has enlisted everyone's favourite domestic goddess Nigella Lawson for a tailored version of its global advertising campaign

Lawson stars in the UK-centric campaign alongside Tourism Australia's animated kangaroo mascot, Ruby, chosen specifically for the UK audience due to her long-standing relationship with Australian cuisine and culture.

Nigella Lawson says: "It's no secret that I adore Australia from the very depths of my being. I'm not sure a lifetime is long enough to experience all of it, but I'm doing my best! I love its big sky, the beauty of its vast land and the blue waters that surround it, the vibrant richness of its cities and, of course, the fantastic food it offers, from its treasure trove of native ingredients to the quality of its food-producers and chefs who ensure Australia is a culinary culture like no other. You can't come here only once, I've found: Australia just gets into your soul and draws you back."  UK visitors to Australia totalled 670,000 in the past year, with June 2025 alone showing a 20% increase compared to June 2024. The timing coincides with major sporting events including the Lions Rugby and Ashes tours, which are expected to drive additional British tourism to Australia.

Andrew Boxall, regional general manager for the UK at Tourism Australia, says: "This new iteration of the Come and say G'day campaign, starring Nigella Lawson alongside Ruby the Souvenir Kangaroo, is an invitation for British travellers to come to Australia and experience a holiday that lasts a lifetime. The campaign creative has been tailored to showcase the sort of tourism experiences that we know Brits are looking for when considering Australia for their next trip. "We couldn't be more excited to have worked with Nigella on the UK version of the campaign. She has had a long-standing relationship with Australia and knows the destination incredibly well, especially our food scene, for obvious reasons and it was great to hear her insights on Australia's culinary offering."

The campaign builds on Australia's broader tourism recovery, with the country welcoming more than eight million international visitors in the past year and generating AUD$52.6 billion in visitor spending during the 12 months to March 2025. Tourism Research Australia forecasts international arrivals will reach a record 10 million in 2026, growing to 11.8 million by 2029.