Tourism Australia has come under fire for spending almost A$475,000 on a four-day marketing activation in New York City, part of its ongoing “Come and Say G’Day” campaign. The promotion featured an Australian-themed food truck serving dishes such as meat pies and lamingtons while showcasing tourism experiences through interactive screens and branded materials.
Critics have questioned whether the cost — roughly A$118,000 per day — was justified, given the current economic climate and cost-of-living pressures at home. The Daily Telegraph and other outlets reported that several politicians labelled the campaign “extravagant” and “poorly timed.”
Tourism Australia defended the expenditure, arguing that the U.S. remains a key source market, with American visitors contributing more than A$4 billion annually to the Australian economy. The campaign generated more than seven million social-media views and significant media coverage, which the organisation says represents strong value for money.
The campaign has also attracted criticism from online publishers such as Yahoo Daily and the New Daily, asking if Tourism Australia’s advertising is dated and stuck in 1984?