From Cricket to Beaches: Australia Calls UK Travellers to Book the Ultimate Holiday During Ashes!
Published on
November 21, 2025
As the iconic Ashes series between England and Australia heats up, Tourism Australia is seizing the opportunity to promote the country’s world-class tourism offerings to a captive audience in the UK. The campaign, titled “Howzat for a holiday?”, is set to run throughout the Ashes series on TV and online platforms across England. Featuring Australian Test cricket captain Pat Cummins and Ruby the Kangaroo, the campaign aims to inspire UK travellers to visit Australia and experience its unique destinations and attractions.
Targeting Cricket Fans and Holiday Seekers
Tourism Australia’s campaign is designed to engage both the passionate cricket fans tuning into the Ashes and the wider UK audience watching the event from home. With thousands of English cricket fans already planning their trips to Australia for the series, the campaign looks to tap into the massive audience that will be watching the Ashes unfold on television across the UK.
Minister for Trade and Tourism, Don Farrell, highlighted the opportunity presented by the Ashes series, stating that the campaign is not only aimed at those already planning their trips to Australia but also at the millions of people in the UK who will be following the series from their homes. Farrell explained that the campaign would serve as a reminder of the stunning holiday experiences that Australia offers, while also capitalising on the heightened interest in the country during the cricket event.
The Australian government’s effort aims to capitalise on the Ashes’ ability to capture the attention of millions of UK viewers and inspire them to consider Australia as their next holiday destination.
A Journey Through Australia’s Most Iconic Destinations
The advertisement will take viewers on a journey across Australia’s most iconic destinations, from the Melbourne Cricket Ground to Sydney’s Palm Beach. Along the way, it will showcase other breathtaking locations including the Great Barrier Reef in Queensland, Kangaroo Island in South Australia, and Margaret River in Western Australia. Each location will be carefully chosen to emphasise the diverse landscapes and world-renowned attractions that make Australia a must-visit destination for international travellers.
Robin Mack, Acting Managing Director of Tourism Australia, noted the significance of the Ashes as an event that captivates cricket fans in the UK for several weeks. He recognised that the Ashes would provide a valuable opportunity for Tourism Australia to reach a large, engaged audience, and stated that the campaign would be aired during the crucial moments of the Ashes series, between overs, ensuring maximum visibility and impact.
By aligning the campaign with a global sporting event such as the Ashes, Tourism Australia is aiming to inspire UK travellers to consider the country as the ultimate holiday destination. With millions of viewers across the UK focusing on the action in Australia, the campaign is expected to strike a chord with those dreaming of a holiday down under.
A Proven Strategy to Capitalise on Sporting Events
This is not the first time Tourism Australia has used a major international sporting event to drive tourism. The agency successfully ran a similar campaign during the FIFA Women’s World Cup in 2023, as well as during the British & Irish Lions tour earlier this year. Both campaigns effectively capitalised on the global spotlight generated by these high-profile sporting events, with a particular focus on encouraging international visitors to consider Australia for their next holiday.
A version of the “Howzat for a holiday?” campaign was also aired in India during the last Summer of Cricket when the Indian cricket team toured Australia. The campaign saw remarkable success, with the activity being viewed around 100 million times across the country. Tourism Australia is confident that the UK edition of the campaign will have a similarly significant impact.
The UK: A Key Market for Australian Tourism
The UK remains one of Australia’s most important tourism markets. It is Australia’s fourth-largest source of international visitors, and UK travellers contribute significantly to the Australian economy. According to recent statistics, visitors from the UK contributed more than $5 billion to Australia’s economy in the 12 months leading up to June 2025.
By targeting this valuable market during the Ashes series, Tourism Australia hopes to capture the attention of both cricket enthusiasts and casual holidaymakers who may be looking for their next getaway. With the increased interest generated by the campaign, Tourism Australia is optimistic that more UK visitors will be inspired to book their Australian adventures, supporting the tourism sector and boosting the economy.
A Perfect Timing for UK Travellers
The timing of the “Howzat for a holiday?” campaign couldn’t be more perfect. As the UK faces its cold winter months, many Brits will be yearning for a warm escape, and Australia’s sunny summer offers the perfect contrast. With the Ashes series unfolding and the UK audience’s attention firmly on Australia, the campaign is expected to create a strong sense of wanderlust among viewers, encouraging them to book their holiday to experience Australia’s natural beauty, exciting cities, and vibrant culture.
The campaign’s creative concept is designed to appeal to the emotions of UK viewers, offering them a compelling invitation to not only support their team but also experience the best of Australia. By tying together the excitement of the Ashes with the allure of a dream holiday, Tourism Australia aims to inspire millions of viewers to take action and plan their next trip.
Looking Ahead: Continued Efforts to Drive Tourism
As the Ashes series progresses, Tourism Australia’s “Howzat for a holiday?” campaign will continue to run, strategically placing advertisements during key moments of the cricket matches. This sustained exposure is expected to keep Australia at the forefront of UK travellers’ minds, further boosting the country’s appeal as a must-visit holiday destination.
By focusing on the power of major sporting events and aligning its marketing efforts with the passions of the audience, Tourism Australia is creating a strong connection between the excitement of the Ashes and the desire to explore Australia’s iconic destinations. As the campaign unfolds, it is poised to drive a significant increase in UK visitors to Australia, contributing to the country’s ongoing tourism success.
[Image Credit: Tourism Australia]
