Sara Tendulkar Joins Tourism Australia as Brand Ambassador for $130 Million “Come and Say G’Day” Campaign
The Voice of Chandigarh
Tourism Australia announced the appointment of Sara Tendulkar, daughter of cricket legend Sachin Tendulkar, as the brand ambassador for the Indian market in its flagship global campaign “Come and Say G’Day.” This marks the launch of the second phase of the campaign, designed to strengthen Australia’s presence across priority international markets with a strong focus on India.
The campaign, backed by an investment of $130 million, will feature Sara alongside Ruby the Roo, Tourism Australia’s animated souvenir kangaroo, in a series of storytelling-led marketing initiatives tailored for Indian audiences.
Strengthening India–Australia Travel Ties
India is now Australia’s fifth-largest inbound tourism market, with over 450,000 Indian visitors recorded in the 12 months ending June 2025. Indian travelers contributed approximately AUD 2.7 billion in visitor spending, reflecting the growing significance of India within Tourism Australia’s global strategy.
Through this collaboration with Sara Tendulkar, Tourism Australia aims to further strengthen its cultural and emotional connection with Indian travelers by showcasing the country’s unique landscapes, vibrant cities, wildlife encounters, adventure activities, and world-class culinary experiences.
Quotes from Tourism Australia and Sara Tendulkar
Sara Tendulkar, Brand Ambassador for Tourism Australia, said:
“Australia has always felt like a second home to me. From childhood, during my father’s cricket tours, I have cherished fond memories of this beautiful country. Whether it’s the warm and welcoming people, the pristine beaches, the incredible wildlife, or the buzzing coffee culture, Australia has always given me unforgettable experiences. I feel privileged to be part of this campaign and to inspire more Indian travelers to explore the magic of Australia.”
Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia, said:
“Sara Tendulkar is a perfect choice for this role as she shares a genuine, long-standing connection with Australia. Her credibility and relatability with Indian audiences align with our strategy of localized storytelling. By featuring Sara alongside Ruby the Roo, we aim to build authentic connections and encourage more Indians to plan their journeys to Australia.”
Phillipa Harrison, Managing Director, Tourism Australia, said:
“The ‘Come and Say G’Day’ campaign has been instrumental in reigniting global interest in Australia as a travel destination. With Sara Tendulkar joining as our Indian ambassador, we are confident of deepening our engagement with this crucial market. India continues to be one of our fastest-growing inbound tourism markets, and this campaign will further highlight Australia’s world-class offerings tailored to Indian travelers.”
Campaign Details
- Investment: USD 130 million (part of a broader USD 255 million allocation since 2022).
- Markets Covered: India, United States, United Kingdom, China, Japan, and other high-growth regions.
- Creative Focus: Localized content and ambassadors for key regions.
- Key Themes for India: Beaches, surfing, wildlife adventures, gourmet food and wine, coffee culture, and iconic landmarks like the Sydney Opera House and Great Barrier Reef.
- Distribution Channels: Digital platforms, television, social media, and outdoor advertising in metro and Tier-2 Indian cities.
Tourism Growth Targets
This campaign is a core part of Australia’s THRIVE 2030 strategy, which seeks to grow the visitor economy to AUD 230 billion by 2030. Tourism already contributes around AUD 78.1 billion to GDP and supports more than 619,500 jobs nationwide.
