Sara Tendulkar Joins Australia’s Global Tourism Campaign

Australia is turning up the charm in its latest global tourism drive, and this time, it’s doing so with a familiar face for Indian audiences. The new phase of Tourism Australia’s flagship campaign, Come and Say G’day, has been rolled out with a $130 million boost, and Indian celebrity Sara Tendulkar is leading the charge for the country’s rapidly growing travel market.

Known for her rooted public image Sara Tendulkar’s appointment as the Indian face of the campaign is set to bring a personalised touch to Australia’s diverse tourism story. She will appear across television and digital platforms in India, highlighting the country’s wildlife, landscapes, culture, and culinary delights.

Designed to build deeper emotional connections with global audiences, the campaign is now live in China and will soon expand to India, the US, the UK, and Japan. Each market features its own celebrity ambassador to create localised impact. While Yosh Yu engages Chinese viewers, comedian Abareru-kun heads the campaign in Japan. In the US, Robert Irwin, son of Steve Irwin, carries the wildlife legacy forward, while Nigella Lawson adds culinary appeal to the UK campaign.

Ruby the Roo, the animated mascot loved by audiences since 2022, returns alongside this international cast, creating a global storytelling experience that blends fun with authenticity.

Phillipa Harrison, the Managing Director of Tourism Australia, expressed the importance of this blend of personalities. She noted that these internationally recognised ambassadors bring credibility and appeal to each market, helping to demonstrate the unique experiences that modern-day travellers are seeking. From adventure and nature to culinary delights and cultural heritage, the campaign is designed to highlight the diverse range of experiences available to those who choose Australia for their next vacation.

With an overall investment now reaching $255 million, this renewed phase of Come and Say G’day signals Australia’s determination to boost international tourism and cement its place among the world’s top holiday destinations.