Prince Harry and Meghan Markle's recent four-day visit to Australia has sparked debate over whether it was a royal tour or a commercial venture. The couple, who stepped back from royal duties in 2020, engaged in a mix of charitable activities and paid appearances, including a luxury wellness retreat and a spot on MasterChef Australia.
Associate Professor Lauren Rosewarne from the University of Melbourne described the trip as a brand-building exercise. “The primary way to measure the success of the visit is whether it helped their brand,” she said. “They are, after all, no longer ‘working royals’, so they are visiting Australia in service of their brand as individuals and as a couple.”
The couple's itinerary included discussions on mental health, meeting homeless women, and celebrating Australia's social media ban for children. However, many events were ticketed, with prices reaching around $3,000, and public access was limited to avoid high policing costs, which were partly funded by taxpayers.
This visit contrasts sharply with their 2018 tour, when they were newly married and expecting their first child. Then, they were greeted by rapturous crowds and met the prime minister. Harry later noted that the tour impressed the royal family with Meghan's public appeal. Now, according to Flinders University researcher Giselle Bastin, “the celebrity shine has rather worn off” due to ongoing family tensions.
Meghan headlined the “Her Best Life” retreat in Sydney, with tickets costing up to $3,199. The couple also promoted their commercial interests, including Meghan's fashion platform OneOff and her brand As Ever. Despite reports of financial struggles, Harry inherited significant sums from his mother and the Queen Mother.
Ultimately, the visit left many Australians questioning its purpose, with mixed feelings about the couple's motives. As Rosewarne noted, “Australia, like the world, has mixed feelings about them.”
