Sara Tendulkar Joins Australia’s $130 Million Global Tourism Campaign as Indian Brand Ambassador

The Australian government is gearing up to launch the next phase of its international tourism push this time, with a touch of star power from India. Sara Tendulkar, daughter of cricket icon Sachin Tendulkar, will front the Indian segment of the $130 million “Come and Say G’day” campaign, designed to inspire global travellers to choose Australia for their next holiday.

Kicking off first in China on August 7, the campaign will gradually roll out across several major markets including India, the US, the UK, and Japan by the end of this year.

At the heart of the campaign is Australia’s animated mascot Ruby the Roo, who returns to screens with a fresh crew of well-known faces to create customized messaging for each region. In India, Sara Tendulkar will lead the charge, spotlighting Australia’s vibrant tourism offerings through TV and digital media.

The campaign also features:

Robert Irwin, wildlife conservationist and son of the late Steve Irwin, in the United States

Nigella Lawson, renowned food personality, in the United Kingdom

Actor Yosh Yu in China

Comedian Abareru-kun in Japan

Australian actor Thomas Weatherall, who joins as part of the local talent ensemble

“This new phase of our campaign brings together globally recognized personalities who resonate with each country’s audience,” said Phillipa Harrison, Managing Director of Tourism Australia. “These international ambassadors, alongside Ruby the Roo and Australian stars, help us showcase the kinds of experiences today’s travellers are searching for—from wildlife and food to nature, culture and beyond.”

This marks the second chapter of the “Come and Say G’day” initiative, building on the original campaign that launched in October 2022. The newly announced investment brings the total budget to $255 million, reinforcing the Australian government’s commitment to tourism recovery and growth.

With Sara Tendulkar’s participation, Australia hopes to deepen its appeal among Indian travellers by offering a warm, familiar face to accompany its already irresistible natural charm.