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Sara Tendulkar joins Australia Tourism campaign
The Come and Say G’day campaign aims to boost international tourism from key markets, including India.
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Malvika Choudhary - Mon, 04, Aug 2025
- 14:23 EDT
- 13
Sara Tendulkar in the campaign / X (@AusHCIndia)
Sara Tendulkar, an Indian wellness advocate and the daughter of renowned cricketer Sachin Tendulkar, is inviting Indian travelers to experience Australia as part of Tourism Australia’s campaign.
The $130 million ‘Come and Say G’day’ initiative by the Australian government aims to boost international tourism from key markets including India, China, the US, UK, and Japan.
Also Read: India to open 9 new consular centres in U.S. from Aug. 1
Tendulkar joins a lineup of region-specific personalities such as Robert Irwin in the US, Nigella Lawson in the UK, actor Yosh Yu in China, and comedian Abareru-kun in Japan. Australian actor Thomas Weatherall also features alongside animated mascot Ruby the Roo.
India, #ComeAndSayGday!@Australia’s new tourism campaign features #SaraTendulkar inviting Indians to experience #Australia’s warmth, nature & hospitality. A global push to welcome the world: Australia is ready when you are!#TourismAustralia
— Philip Green OAM (@AusHCIndia) August 4, 2025
https://t.co/y2vBbR5EJC pic.twitter.com/VrWYGeTmvM
Building on the success of its original 2022 launch, the second chapter of the campaign continues to highlight Australia’s landscapes, wildlife, and cultural experiences through regionally tailored storytelling.
“Traditionally tourism campaigns have leveraged one famous face across every market but for our latest campaign Ruby will be joined by well-known talent from five different markets to showcase personal lasting memories of a holiday to Australia,” said Phillipa Harrison, managing director of Tourism Australia.
Minister for Trade and Tourism Don Farrell said, “Come and Say G’day is bringing more visitors to our shores, creating more jobs and growing our economy.”
The campaign will run for two years, taking total federal investment in Come and Say G’day to $255 million since 2022. With international arrivals projected to reach 10 million in 2026 and 11.8 million by 2029, the tourism industry is seen as key to economic recovery and job creation, currently supporting over 700,000 jobs and 360,000 businesses.
The India-specific campaign featuring Tendulkar is expected to appeal to millennial and Gen Z travellers drawn to wellness, nature, and immersive experiences. The new ads will roll out progressively across markets starting Aug. 7, beginning in China.
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