Australia has turned to one of its most beloved film franchises, along with two of Hollywood’s biggest stars, as part of a multi-million-dollar marketing push to draw visitors from across the world Down Under.
First aired during February’s high-profile Super Bowl ad break, the A$36m campaign by government organisation Tourism Australia casts popular actors Chris Hemsworth – who has been working with Tourism Australia since 2016 – and Danny McBride in a mock trailer for a sequel to the hit 1980s’ film Crocodile Dundee.
As they travel around Australia, the pair explore pristine beaches, taste Australian wines and dine on the iconic Sydney harbour, with a brief cameo from Crocodile Dundee himself, Paul Hogan.
“It means a lot to be the ambassador for Australia,” says Hemsworth in an interview with CNN Travel. “I had the greatest experience growing up, but it wasn’t until I moved away that I really appreciated it.”
The actor, famed for playing Thor in the Disney/Marvel films, described his recommendations for places to go, including Melbourne, Victoria and Uluru.
After living in Los Angeles, Califonria, for several years, he moved back with his wife and children to live near the Gold Coast.
“Mostly I just missed Australia. I missed the people. I missed the coastline,” Hemsworth says. “Our three young kids spend 95 per cent of their time outdoors on the horses, on the beach, running through the bush. We’re very, very lucky.”
US tourists In addition to the “trailer”, Tourism Australia built up its social media presence, with teasers featuring the likes of famous Australians Margot Robbie, Hugh Jackman, Russell Crowe and Isla Fisher.
The stunt has proved an initial success, with advertising firm Amobee reporting a 681 per cent increase in digital mentions of Tourism Australia through the second half of January. In terms of Super Bowl advertising, the spot finished second overall for global digital engagement.
While targeting tourists worldwide, this campaign is paying special attention to the US, a critical market for Australia with 780,000 American visitors contributing A$3.7bn annually to the national economy.
The campaign will likely be a welcome boost to visitor numbers at attractions across the country, with Australia’s Gold Coast theme parks needing a particular push as they exit a financial dip stemming from the Dreamworld accident in 2016.
“A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this the right time to increase our investment in [attracting visitors from] the US,” says Australian minister for trade, tourism and investment, Steven Ciobo.
“This is the single largest investment Tourism Australia has ever made in the US market and one which we believe will grow annual spend by American visitors to A$6bn by the year 2020,” Ciobo says.
Read more from this issue of Spa Business magazine
Industry Opinion: Waterparks
More water leisure operators are investing in becoming more accessible, writes WWA's Aleatha Ezra
Industry Opinion: Zoos & Aquariums
Species survival expert Bill Robichaud shares the trials of the saola and what zoos are doing to save this near-extinct creature
Interview: Bob White
Bob White, COO of Village Roadshow, on
weathering a dip in attendance and keeping
his eyes on investment and expansion
Inclusivity: Open to All
Kath Hudson reports on some inspiring
initiatives to help include people who
face physical, social or economic
obstacles to visiting attractions
Heritage: Lofty Ideals
Westminster Abbey is getting an attic
conversion of sorts. We found out more
Waterparks: Under the Weather
Meet the team who helped bring
Epic Waters to fruition – an undercover
Texas waterpark on an epic scale
Profile: Andreas Andersen
IAAPA’s new chair Andreas Andersen sat
down with Tom Anstey to talk about industry
growth, sustainability – and queueing
Theme Parks: Think Big
Liseberg CEO Andreas Andersen reveals
details of the park’s €200m expansion
Themed design: The Story Builders
Disney’s Joe Rohde and Scott Trowbridge
and Universal’s Thierry Coup reveal the
secrets of their trade – well, some of them!
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly
customised approach to designing massage beds and loungers in high-end wellness
environments. [more...]
+ More featured suppliers
COMPANY PROFILES
Living Earth Crafts
For over 50 years, LEC has been manufacturing award-winning spa equipment for the world’s finest spas [more...]
Australia has turned to one of its most beloved film franchises, along with two of Hollywood’s biggest stars, as part of a multi-million-dollar marketing push to draw visitors from across the world Down Under.
First aired during February’s high-profile Super Bowl ad break, the A$36m campaign by government organisation Tourism Australia casts popular actors Chris Hemsworth – who has been working with Tourism Australia since 2016 – and Danny McBride in a mock trailer for a sequel to the hit 1980s’ film Crocodile Dundee.
As they travel around Australia, the pair explore pristine beaches, taste Australian wines and dine on the iconic Sydney harbour, with a brief cameo from Crocodile Dundee himself, Paul Hogan.
“It means a lot to be the ambassador for Australia,” says Hemsworth in an interview with CNN Travel. “I had the greatest experience growing up, but it wasn’t until I moved away that I really appreciated it.”
The actor, famed for playing Thor in the Disney/Marvel films, described his recommendations for places to go, including Melbourne, Victoria and Uluru.
After living in Los Angeles, Califonria, for several years, he moved back with his wife and children to live near the Gold Coast.
“Mostly I just missed Australia. I missed the people. I missed the coastline,” Hemsworth says. “Our three young kids spend 95 per cent of their time outdoors on the horses, on the beach, running through the bush. We’re very, very lucky.”
US tourists In addition to the “trailer”, Tourism Australia built up its social media presence, with teasers featuring the likes of famous Australians Margot Robbie, Hugh Jackman, Russell Crowe and Isla Fisher.
The stunt has proved an initial success, with advertising firm Amobee reporting a 681 per cent increase in digital mentions of Tourism Australia through the second half of January. In terms of Super Bowl advertising, the spot finished second overall for global digital engagement.
While targeting tourists worldwide, this campaign is paying special attention to the US, a critical market for Australia with 780,000 American visitors contributing A$3.7bn annually to the national economy.
The campaign will likely be a welcome boost to visitor numbers at attractions across the country, with Australia’s Gold Coast theme parks needing a particular push as they exit a financial dip stemming from the Dreamworld accident in 2016.
“A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this the right time to increase our investment in [attracting visitors from] the US,” says Australian minister for trade, tourism and investment, Steven Ciobo.
“This is the single largest investment Tourism Australia has ever made in the US market and one which we believe will grow annual spend by American visitors to A$6bn by the year 2020,” Ciobo says.
Read more from this issue of Spa Business magazine
Industry Opinion: Waterparks
More water leisure operators are investing in becoming more accessible, writes WWA's Aleatha Ezra
Industry Opinion: Zoos & Aquariums
Species survival expert Bill Robichaud shares the trials of the saola and what zoos are doing to save this near-extinct creature
Interview: Bob White
Bob White, COO of Village Roadshow, on
weathering a dip in attendance and keeping
his eyes on investment and expansion
Inclusivity: Open to All
Kath Hudson reports on some inspiring
initiatives to help include people who
face physical, social or economic
obstacles to visiting attractions
Heritage: Lofty Ideals
Westminster Abbey is getting an attic
conversion of sorts. We found out more
Waterparks: Under the Weather
Meet the team who helped bring
Epic Waters to fruition – an undercover
Texas waterpark on an epic scale
Profile: Andreas Andersen
IAAPA’s new chair Andreas Andersen sat
down with Tom Anstey to talk about industry
growth, sustainability – and queueing
Theme Parks: Think Big
Liseberg CEO Andreas Andersen reveals
details of the park’s €200m expansion
Themed design: The Story Builders
Disney’s Joe Rohde and Scott Trowbridge
and Universal’s Thierry Coup reveal the
secrets of their trade – well, some of them!
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound
may be losing weight, but they’re also becoming less physically active, according to new
research presented at the ENDO 2026 annual meeting of the Endocrine Society
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
Source, which hosts an open-access online Transformation Series programme.
The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five-
day Living with Cancer and Beyond retreat, which will be held at Carden Park Hotel and Spa in
Cheshire, UK, between 1 and 5 September.
Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and
rebranded wellness offering called Ansana Wellness and Spa.
The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its
22,000 sq ft indoor-outdoor Spa at Mauna Kea as the final step in the property’s overall
renovation, which has cost more than US$180 million (€166 million, £140 mill
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this
percentage increasing year on year, according to a preview presentation of McKinsey’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly
customised approach to designing massage beds and loungers in high-end wellness
environments. [more...]
+ More featured suppliers
COMPANY PROFILES
Living Earth Crafts For over 50 years, LEC has been manufacturing award-winning spa equipment for the world’s finest spas [more...]
