In a significant boost to its international tourism outreach, the Australian government has roped in Sara Tendulkar, daughter of cricket legend Sachin Tendulkar, as the Indian face of its flagship tourism campaign, “Come and Say G’day.
The campaign, backed by a $130 million investment, marks the second major phase of Tourism Australia’s global initiative to reinvigorate travel Down Under. Australia is looking to charm global audiences, and the inclusion of Sara Tendulkar is a strategic move aimed at connecting with Indian travellers on a more personal level.
The campaign officially kicks off in China on August 7, and will gradually expand to key international markets including India, the United States, the United Kingdom, and Japan over the coming months. 
At the centre of this promotional effort is Ruby the Roo, Australia’s animated kangaroo mascot, who makes a return alongside a new lineup of international and local celebrities. These ambassadors will help tailor region-specific messages that highlight Australia’s diverse tourism offerings.
“Each market is unique, and we’re excited to introduce familiar faces to help bring the Australian experience closer to travellers worldwide,” said Phillipa Harrison, Managing Director of Tourism Australia. “Sara Tendulkar is a fantastic choice for India—she brings relatability, warmth, and strong cross-generational appeal.”
Sara will front a range of television and digital campaigns, spotlighting everything from Australia’s rich wildlife and landscapes to its culinary delights and cultural diversity. Her participation is expected to foster a deeper emotional connection with the Indian audience and drive interest in holidaying in Australia.
This fresh wave of marketing builds on the original “Come and Say G’day” campaign launched in October 2022. With the additional investment, the total funding for the initiative now stands at $255 million, underscoring Australia’s commitment to tourism recovery and long-term growth after the challenges posed by the COVID-19 pandemic.
Australia remains a top international travel destination for Indians, and with the help of prominent figures like Sara Tendulkar, the country is looking to secure an even stronger foothold in the South Asian travel market.
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