Wildlife warrior Robert Irwin and TV cook Nigella Lawson are among the latest international stars recruited to lure tourists to the land Down Under.

Shots of these celebrities set against iconic Australian landscapes are part of the federal government’s newest tourism push to attract travellers from five countries.

Advertisements featuring Chinese actor Yosh Yu, Lawson and Japanese comedian Abareru-kun will air in their home countries, while Crocodile Hunter Steve Irwin’s son will become the face of the American campaign and wellness advocate Sara Tendulkar will star in ads broadcast in India.

The ad unveiled on Monday begins with animated mascot Ruby the Roo and Australian actor Thomas Weatherill discussing what tourists would miss most about their visit to Australia.

It then cuts to a scene of an American tourist retelling his adventures, exclaiming, “You’re never going to believe what happened in Australia”.

That’s followed by shots of the tourist chasing after an emu who had stolen his phone in the middle of the desert before Irwin races to his rescue, clad in his usual khaki.

“G’day, mate. Just going for a stroll?” he asks the stranded tourist before inviting him in the car to “go find it”.

As the chase for the emu thief unfolds, the ad highlights Australian wonders, describing the country as “another world”.

It reports that Australia “has the oldest living cultures in the world” with “ancient stories about magical sea creatures”.

There are references to pavlovas, prawns and sea lions – while Lawson appears, inviting a lunch guest to “dive right in”.

The $130 million push unveiled on Monday builds on Tourism Australia’s “Come and Say G’day” campaign, which launched Ruby the Roo.

“Traditionally tourism campaigns have leveraged one famous face across every market. But for our latest campaign Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia,” Tourism Australia managing director Phillipa Harrison said.

“These international stars combine with local talent … to create bespoke invitations for five markets.”

The domestic tourism industry has grown since international travel resumed after the pandemic. The number of international arrivals is expected to reach a record 10 million in 2026 and 11.8 million in 2029.

More than 700,000 jobs and 360,000 Australian businesses depend on tourism.

The first teaser for the new campaign was unveiled in July during Prime Minister Anthony Albanese’s trip to China.

Chinese travellers remain Australia’s second biggest cohort of tourists behind New Zealand, figures from the Australian Bureau of Statistics show.

“Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs,” Tourism Minister Don Farrell said.

“The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under.

“I know this iteration, featuring popular talent like Robert Irwin, will be a smash.”

The advertisements go live in China from August 7 on TV and online.

-with AAP