The campaign launches as the country prepares to reopen most borders to fully vaccinated tourists from Monday (21 February).

Australia’s minister for trade, tourism and investment Dan Tehan said: “The world has been waiting two years to get Down Under for a holiday and our latest ad campaign will remind them of what they’ve been missing.

“This new campaign is just the first step in a long-term strategy to restart tourism to Australia, with further investment in tourism marketing campaigns internationally to come in the second half of the year.”
 
Tourism Australia managing director Phillipa Harrison said the campaign would run across TV, print, digital and social channels and feature some of Australia’s most iconic destinations and experiences. 
 
“Don’t Go Small. Go Australia is about reminding travellers that whether they are dreaming of discovery or looking for relaxation, Australia is the perfect destination for an epic adventure,” she said.

Fully vaccinated visa holders can enter all states and territories quarantine-free from 21 February, except for Western Australia.