Painting of a young woman in a blue dress and white bonnet smiling, sitting on a grassy hill, next an outline of Australia with a photo of a farm inside. Above, text reads 'Australia: The land of sunshine, health and prosperity'

Department of External Affairs, issuing body, Australia : the land of sunshine, health & prosperity (detail), c. 1915, nla.obj-153508575

Cover and first few pages of a pamphlet about farming. The cover shows a stylised image of a man completing farm work with text reading 'From Labourer to Landlord'. The pages of the pamphlet tell the story of Brunskill family who migrated from England to Australia in 1877 and became successful farmers

New South Wales Government Tourist Bureau, From labourer to landlord : an immigrant's success in New South Wales, c. 1910, nla.obj-52811878

Black and white photo of three women and one man in winter clothes standing outside a building with signs protesting the treatment of British soldier settlers in the Australian War Service Land Settlement Scheme

Protest against treatment of British soldier-settlers outside Australia House, London (detail), 1938, nla.obj-136877633

Blue and black text reading 'South Australia for the fruit grower' and a detailed illustration of apples on a leafy branch

Intelligence and Tourist Bureau, Fruit growing: the settler's opportunity (detail), 1910, nla.cat-vn920050

After Federation in 1901 competition for British migrants was fierce. In addition to the Commonwealth’s promotion of migration programs, state governments also ran their own advertising campaigns, promoting the virtues of moving to particular regions in Australia. Shipping companies such as the Commonwealth Line and P&O advertised cruises to Australia. The imagery used in the advertising material focused on the economic opportunities and healthy lifestyle available for migrants. Australia was often depicted as an agricultural paradise populated by robust ‘white’ farmers. 

The First World War temporarily halted the flow of migrants to Australia, but it soon regathered pace in the 1920s. Britain was again targeted as a potential source of workers, particularly farmers and domestic servants.  

The National Library of Australia acknowledges Australia’s First Nations Peoples – the First Australians – as the Traditional Owners and Custodians of this land and gives respect to the Elders – past and present – and through them to all Australian Aboriginal and Torres Strait Islander people.

Cultural Notification

Australian Aboriginal and Torres Strait Islander people are advised that this website contains a range of material which may be considered culturally sensitive including the records of people who have passed away.

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