The 'Shrimp on the Barbie' tourism ad and the Crocodile Dundee movies starring Paul Hogan contributed to an extraordinary jump in visitor numbers to Australia in the late 1980s. Hogan's charm and charisma made him one of Australia's most influential spokespersons of that time, and indeed, maybe of all time. A unique and incredible interplay of circumstances, politics and personalities combined to create a seismic shift in how Australia and other countries around the world promoted themselves as holiday destinations. However, now 30 years on, Australia is far too multicultural and complex a brand to be represented by a single spokesperson. By embracing the power of social media, Australia's national tourism organisation has created an army of passionate advocates who, collectively, have become perfect spokespeople for today.