top of page
  • Rikki Lambert

Australia rebranding 'Only in Australia'

Updated: Feb 17, 2022

As international tourists prepare to return to Australia from the 21st of February, Trade Minister Dan Tehan has announced Australia is rebranding, with a new tagline 'Only in Australia'.

Australia will be open to all fully vaccinated tourists, business travellers and other visitors from Monday. Visa holders who are not fully vaccinated will still require a valid travel exemption to enter Australia, and will be subject to state and territory quarantine requirements.

The federal government is also working with the states and territories on the safe resumption of the cruise industry.

The MP for the western Victorian seat of Wannon, Mr Tehan told reporters in Canberra on Friday morning he was confident the reopening would occur in a seamless way:

"This is all new to us in terms of having the full border reopen, but we are very confident - having planned this for a couple of weeks - we have the resources in place to make this go smoothly."

International tourism numbers remain in the doldrums due to pandemic restrictions, as the Australian Bureau of Statistics reported on Thursday:

Yanyuwa man, Balarinji Chair and Cultural Director, John Moriarty, spoke glowingly about the new Australian logo:

“The kangaroo is bounding forward, reflecting Australia’s optimism. It is formed by a contemporary expression of three boomerangs. The head is the hooked ‘7’ boomerang used in ceremonies as a percussive instrument for song and dance. The body and tail are boomerangs used for hunting or foraging for food, or to connect with softwood to spark fire. This kangaroo tells the story of Country, of belonging and of living sustainably.”

Brand Advisory Council member and Qantas CEO Alan Joyce said:

“As we come out of the COVID-19 crisis and reconnect with the world, marketing Australia on an international stage has never been more important. At Qantas, we know the power of an iconic, instantly recognisable brand – the Flying Kangaroo is one of the best-known brands in the world. So it’s great to see Australia’s new Nation Brand that will reflect the country’s culture, dynamism and innovation to the world.”
DFAT-supplied image of the 'Only in Australia' branding

International and domestic tourists will be spoiled for choice for movements around Australia, with newcomer Bonza airlines joining Rex, Qantas, Virgin and Jetstar providing travel options throughout regional and metropolitan destinations.


bottom of page