Qantas Launched Global Tourism Campaign
The airline partnered with Robert Irwin to boost international travel and showcase Australian destinations.
Updated on Sept. 21, 2026 in Australia and New Zealand
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Qantas has launched a new global promotional campaign featuring Robert Irwin to encourage international tourism to Australia. The initiative highlights Australian slang and includes collaborative content filmed at the Crocodile Hunter Lodge.
Why it matters
The campaign serves as a strategic effort to stimulate international travel demand to Australia through the Australia in the Sky initiative. By utilizing celebrity partnerships and offering travel incentives, the airline aims to increase tourism volume across the continent.
International travelers booking Qantas flights can now access discounted base airfares across 45 Australian domestic destinations. The 30% reduction applies to connections for incoming long-haul passengers.
The players
Robert Irwin
He is an Australian television personality and conservationist known for his work at the Australia Zoo.
Qantas
It is the flag carrier airline of Australia and serves as the primary entity driving this international tourism initiative.
Dan Jameson
He is a Qantas cabin crew member who features alongside Robert Irwin in the new promotional campaign.
The details
The marketing materials showcase a friendship between Robert Irwin and Qantas crew member Dan Jameson, providing educational segments on Australian slang. Filming took place at the Australia Zoo's Crocodile Hunter Lodge and onboard a company aircraft.
Timeline
The campaign launched across North America, the United Kingdom, and Asia on 16 September 2026.
Qantas is scheduled to sponsor the Steve Irwin Gala in Brisbane during 2026.
Travel Outlook
This promotional effort follows the successful pattern set by Tourism Australia's Come and Say G'day campaign to leverage national identity. It reflects a shift toward experiential marketing as the industry seeks to differentiate Australia from other major global tourism markets.
Travelers planning trips to Australia can save on domestic connections by bundling their international tickets through Qantas. These 30% discounts offer a clear budget incentive for those looking to visit multiple regions within the country.
The takeaway
Travelers looking to explore Australia should look for bundled airfare options to maximize the value of their international transit. Leveraging airline-partnered discounts can significantly reduce the cost of visiting multiple domestic hubs.
What happens next
Qantas will sponsor the 2026 Steve Irwin Gala held in Brisbane later this year.
Further reading
For more information on regional travel trends and visitor resources, visit the Australia and New Zealand section.
Live Poll
Does celebrity-led promotional content influence your choice of international travel destinations?
