General News
8 October, 2025
Come say G’day Japan
JAPANESE funnyman and media personality Abareru-kun is the face of a new $130 million ‘Come and Say G’Day’ campaign targeting the Far North’s biggest source of tourists.
The Douglas Shire features in the campaign with him showcasing Four Mile Beach among other attractions of the region.
Tourism Australia has launched the second chapter of its Come and Say G’Day campaign for the Japanese market, showing why Australia is the place for the world to Come and Say G’day when choosing where to holiday.
Tourism Port Douglas and Daintree executive officer Emma Tunnock said Japan was an important market for the Shire.
“Tourism Australia’s renewed focus is both timely and welcome,” she said.
“With direct Jetstar services linking Cairns with Tokyo and Osaka, access is straight forward, putting our incredible Reef and rainforest destination within easy reach via Cairns Airport.
“We’re excited to build on this momentum and deepen the cultural and tourism ties that have connected our communities for decades.”
Federal assistant tourism minister Senator Nita Green launched the campaign in Tokyo last month to inspire Japanese travellers to plan and book an Australian holiday.
The rollout in Japan is a key part of a $130m worldwide campaign featuring Abareru-kun, who has a deep passion for World Heritage sites, including the Great Barrier Reef.
The campaign is set to run for the next two years and is targeted at attracting international arrivals to Australia, which are expected to reach a record of 10 million in 2026.
The Japanese market is growing year on year with 400,000 arrivals over the last year generating over $2.1 billion for the Australian economy. Over the coming years, the market is expected to grow by more than 50%, reaching 600,000 visitors annually by 2029.
Ms Green said Japan had long been an important tourism market for Australia and one that remained a strategic priority for our visitor economy.
“As someone who lives in Cairns with the Reef and Rainforest in my backyard, I know just how much Australia loves our World Heritage sites. But they are not only precious to us – they’re bucket list items around the world,” she said.
“We want to welcome the Japanese market to see those sites especially. And having Abareru-kun, who holds a certificate in World Heritage, feature at the Great Barrier Reef is part of that pitch.
“This latest chapter of Come and Say G’day builds on the success of the first by sharing the iconic places and lasting impression of an Australian holiday with a funny, warm and memorable campaign to encourage more Japanese travellers to visit.”
Tourism Tropical North Queensland chief executive Mark Olsen said Japan and the Tropical North had a longstanding connection lasting 50 years.
He said about 60 per cent of Japanese visitors to Queensland came to the Tropical North.
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