Tourism Australia is the Australian government agency responsible for promoting Australian destinations for business and leisure travel internationally and domestically. Established in 2004 through the Tourism Australia Act as a merger of the Australian Tourist Commission, Bureau of Tourism Research, Tourism Forecasting Council, and See Australia, the agency operates as a corporate portfolio entity under the Department of Foreign Affairs and Trade. With approximately 198 staff across 15 markets, Tourism Australia implements campaigns aligned with the THRIVE 2030 national strategy, aiming to grow visitor economy spending from pre-pandemic levels of AU$166 billion to AU$230 billion by 2030. Notable campaigns included the 2022 “Come and Say G’day” featuring cartoon kangaroo Ruby the Roo, voiced by Rose Byrne, with its second chapter launching in August 2025 fronted by Robert Irwin.