Cricket Captain Pat Cummins Helps Inspire UK Travellers to Discover Australia’s Beaches, Cities, and Adventure Hotspots
Sydney — As the highly anticipated Ashes series between England and Australia captures global attention, Tourism Australia has launched a new campaign titled “Howzat for a Holiday?” — featuring none other than Australian Test cricket captain Pat Cummins.
The campaign aims to entice UK travellers to explore Australia’s scenic landscapes, iconic attractions, and world-class beaches while they follow the Ashes series from home or in person. The initiative comes as part of a broader effort to showcase Australia not only as a sporting powerhouse but also as a premier travel destination.
Pat Cummins Fronts Australia’s Latest Global Tourism Push
In the newly launched advertisement, Pat Cummins appears alongside Ruby the Kangaroo, taking viewers on a cinematic journey across Australia — from the Melbourne Cricket Ground (MCG) to Sydney’s Palm Beach, the Great Barrier Reef, Kangaroo Island, and the Margaret River in Western Australia.
According to Travel and Tour World, the campaign will air across TV and digital platforms throughout the Ashes season, reaching millions of cricket fans across the UK. By aligning with one of the most-watched cricket events in the world, Tourism Australia seeks to remind audiences of the country’s unique combination of sport, culture, and natural beauty.
“Cricket and travel share a special bond in Australia — both are part of our national identity,” said Robin Mack, Acting Managing Director of Tourism Australia. “With Pat Cummins leading the charge, the campaign connects the passion for the Ashes with the adventure and hospitality that define Australia.”
The Ashes: A Perfect Backdrop for Tourism Promotion
The Ashes series has long symbolized the fierce yet friendly rivalry between England and Australia. For Tourism Australia, it also represents an unparalleled marketing opportunity. Minister for Trade and Tourism Don Farrell described the campaign as a strategic move to capture attention while millions of UK viewers are tuned into live coverage.
“This is about showing the UK audience that Australia isn’t just about cricket — it’s about the beaches, cities, and landscapes that make it one of the most exciting holiday destinations in the world,” Farrell explained.
With Pat Cummins as the face of the campaign, the message is clear: the same spirit that drives Australia’s cricket team also drives the country’s appeal as a travel destination — vibrant, confident, and full of adventure.
A Journey Through Australia’s Iconic Locations
The “Howzat for a Holiday?” ad takes viewers on a visual journey through some of the country’s most famous landmarks. From the golden sands of Bondi Beach to the coral blues of the Great Barrier Reef, and from the urban sophistication of Melbourne to the wilderness of Kangaroo Island, the campaign highlights the depth and diversity of Australian experiences.
Each scene reflects the values Pat Cummins embodies — leadership, energy, and connection to the outdoors — making him the ideal ambassador for Australia’s latest tourism initiative.
UK: A Key Market for Australian Tourism
The United Kingdom remains one of Australia’s largest tourism markets, with over $5 billion contributed to the Australian economy in the 12 months leading up to mid-2025. By launching the campaign during the UK’s winter months, Tourism Australia hopes to spark “holiday envy” and inspire travellers to book an Australian summer getaway.
As cold weather grips the UK, the combination of cricket and sunshine provides a powerful emotional appeal. For many Britons watching Pat Cummins lead his team on Australian soil, the thought of visiting the same beaches and cities offers an irresistible escape.
Building on Past Successes
Tourism Australia has a track record of leveraging major sporting events to boost international visitation. Previous campaigns during the FIFA Women’s World Cup 2023 and the British & Irish Lions rugby tour saw strong results, generating millions of online views and measurable growth in bookings.
A similar campaign in India during the “Summer of Cricket” reached over 100 million viewers, proving the effectiveness of combining sport with destination marketing. With Pat Cummins fronting the UK version, expectations are high for a similar impact.
Conclusion: From Cricket to Coastlines, Australia Shines
By uniting two of its greatest exports — cricket and tourism — Australia has created a powerful new message for global audiences. As the Ashes series unfolds, Pat Cummins is not just representing his country on the pitch but also helping promote its beaches, culture, and lifestyle to the world.
The “Howzat for a Holiday?” campaign embodies the energy of modern Australia — adventurous, welcoming, and proudly connected to sport. With millions of eyes on the Ashes, it’s the perfect moment for Australia to shine both on and off the field.For more global business and sports news updates, visit StartupNews.fyi.
