SYDNEY, Aug. 4 (Xinhua) -- The Australian government's tourism promotion agency announced on Monday it has launched the second phase of the "Come and say G'day" global promotion program for key global markets.

Brand ambassador Ruby, a souvenir kangaroo, is back, and joining her this time are talent well-known to local audiences in the United States, Britain, China, India and Japan, Tourism Australia said in a media release.

They will launch a series of localized creative executions to encourage international travellers to plan and book an Australian holiday, it said.

Australian Minister for Trade and Tourism Don Farrell said the previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests and encouraging them to book a holiday in Australia.

"Come and say G'day is bringing more visitors to our shores, creating more jobs and growing our economy," Farrell said.

According to Tourism Research Australia, the number of international arrivals is expected to reach a record 10 million in 2026 and grow to 11.8 million in 2029.

The second chapter of Come and say G'day builds on the global campaign, which has been in key markets around the world since October 2022. In that time, consideration for an Australian holiday increased by 10 percent in the United States, Britain and China, according to Tourism Australia.

The latest campaign will be rolled out in key tourism markets with event launches and activations timed to align with key booking periods in 2025. The first launch will take place in China later this week. ■