Australia is rolling out the next chapter of its blockbuster global tourism campaign — and this time, it’s adding a familiar Indian face to the mix. Sara Tendulkar, daughter of cricket legend Sachin Tendulkar, has been named the Indian ambassador for Tourism Australia’s “Come and Say G’day” initiative, a $130 million effort to showcase the country’s extraordinary experiences to travellers around the world.
A Global Campaign with a Local Touch
This new phase of Come and Say G’day will launch across key international markets — India, China, the US, the UK, and Japan — over the coming months. The campaign blends the charm of local favourites with the star power of international personalities to create a tailored invitation for each audience.
For India, Sara Tendulkar will headline the campaign across television, digital, and social platforms, introducing Indian travellers to Australia’s unique mix of adventure, culture, wildlife, and culinary delights. Known for her growing influence on social media and her connection to one of India’s most celebrated sporting families, Sara brings both relatability and aspirational appeal.
Why Sara Tendulkar?
Tourism Australia’s Managing Director Phillipa Harrison calls Sara an “entrepreneur and philanthropist” whose presence resonates deeply with the Indian audience. Her association is expected to build trust and inspire a new wave of travellers, especially the younger demographic eager to explore destinations beyond the usual tourist trail.
What the Campaign Showcases
From snorkelling in the Great Barrier Reef to wine-tasting in Barossa Valley, meeting kangaroos in the wild to soaking up Sydney’s iconic skyline — the campaign is designed to offer an immersive taste of Australia’s stunning landscapes, rich culture, and vibrant cities.
Joining Sara in this global line-up are UK food writer and TV cook Nigella Lawson, Australian wildlife conservationist Robert Irwin (son of the legendary Steve Irwin), Chinese actor Yosh Yu, and Japanese comedian Abareru-kun. Beloved mascot Ruby the Roo, a CGI kangaroo introduced in the first phase of the campaign in 2022, will also return to charm audiences.
A Two-Year Rollout
The latest phase will run for two years, adding to the Australian government’s total investment of $255 million in the campaign since 2022. The India-focused push will appear on television, streaming platforms, and social media, highlighting itineraries and experiences curated specifically to appeal to Indian travellers.
By bringing Sara Tendulkar on board, Australia aims to strengthen its connection with Indian travellers, pairing a familiar face with its breathtaking landscapes and vibrant culture. In a world where international travel is back in full swing, this collaboration reflects Australia’s ambition to stand out on the global stage — and with Sara serving as a cultural link between the two nations, it could inspire many Indians to make Australia their next great adventure.
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