Sara Tendulkar Joins Australia’s $130 Million Global Tourism Campaign as Indian Brand Ambassador: In a bold move to captivate Indian travelers, Tourism Australia has announced Sara Tendulkar as the new face of its $130 million global campaign, Come and Say G’day. This campaign—now entering its second phase—is part of the Federal Government’s wider $255 million investment to supercharge tourism since 2022.
Following the resounding success of the original 2022 launch, the updated campaign continues to feature Ruby the Roo, Australia’s animated tourism mascot. Now, however, Ruby is joined by influential personalities from five key global markets. From India, Sara Tendulkar—entrepreneur, philanthropist, and daughter of cricket legend Sachin Tendulkar—steps into the spotlight, aiming to connect deeply with Indian audiences and inspire travel Down Under.
Significantly, this two-year initiative focuses on creating lasting emotional memories tied to holidays in Australia. Tourism Australia’s Managing Director Phillipa Harrison explained, “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.”
Other stars featured in this international rollout include wildlife conservationist Robert Irwin in the US, culinary icon Nigella Lawson in the UK, actor Yosh Yu in China, and Japanese comedian Abareru-kun in Japan.
Since international travel resumed, Australia has seen a robust rebound. With 10 million visitors expected in 2026 and a projected growth to 11.8 million by 2029, tourism is playing a vital role in economic recovery. For every dollar the government invests, the return is $14—helping sustain over 700,000 jobs and more than 360,000 tourism businesses nationwide.
By combining familiar faces, cultural storytelling, and a touch of Aussie charm, the Come and Say G’day campaign continues to set a global standard for tourism marketing.
