Mumbai (Commonwealth Union)_ Sara Tendulkar, the daughter of Indian cricket legend Sachin Tendulkar, has been selected as the new face of Australia’s international tourist campaign, Come and Say G’Day. At the age of 27, Sara is in the global spotlight to represent Australia in a campaign costing more than $130 million. The initiative is part of the Australian government’s considerable effort to boost inbound tourism, particularly from key markets like India. The campaign will last two years and aims to attract international visitors by highlighting Australia’s natural beauty, rich culture, and lifestyle options. It will officially launch on August 7 in China, with other major markets, including India, the United States, the United Kingdom, and Japan, to follow soon after.
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Tourism Australia is bringing together a diverse lineup of international personalities to appeal to different audiences around the world. Alongside Sara Tendulkar, the campaign will feature well-known names such as British TV chef Nigella Lawson, Australian conservationist Robert Irwin, Chinese actor Yosh Yu, and Japanese comedian Abareru-kun. The commercial also reintroduces “Ruby the Roo,” a CGI kangaroo figure introduced in the 2022 edition. Sara will spearhead the campaign in India, which will run across television, social media, and digital channels. With more than 7 million Instagram followers and a growing presence in the health and fashion industries, she blends influence with relatability. Her objective is to connect with young Indian travelers and introduce them to Australia’s distinct blend of adventure, wildlife, food, and culture.
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Sara was recently observed filming in stunning Queensland sites like the Great Barrier Reef, Lizard Island, and the Gold Coast. Attractive pictures from her travels have already made waves online, with acclaim for their vivid style and seaside vibe. Accordingly, Tourism Australia’s Managing Director, Phillipa Harrison, explained that the campaign is designed to create personalized invitations for each key market. “We’re combining global and local talent to speak directly to travelers in their own cultural language,” she said. “The goal is to highlight experiences that resonate with each audience.”
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For Indian tourists, this campaign means a mix of curated itineraries featuring everything from snorkeling and surfing to wine tasting and cultural tours. The campaign will also spotlight moments like kangaroo encounters, bushland adventures, and skyline views of cities like Sydney and Melbourne, all with Sara Tendulkar as the guide. Furthermore, Sara’s appointment underscores Australia’s overall desire to strengthen cultural relations with India. With Indian outbound travel on the upswing and direct flights between the two nations expanding, the time is ideal. Her engagement also taps into India’s expanding number of young, wealthy visitors searching for international experiences.
Sara is a well-known figure with a medical degree who is passionate about health and wellness. She also works as a director for the Sachin Tendulkar Foundation, which supports educational and healthcare initiatives in India. The new phase of Come and Say G’day is part of a larger tourist revitalization initiative. As of May 2025, international immigration into Australia remained below pre-pandemic levels, at around 89% of 2019 estimates. Chinese immigration, in particular, has rebounded more slowly, lingering around 71% of previous levels. These disparities have prompted Tourism Australia to invest extensively in worldwide marketing initiatives.
The ongoing initiative will bring the total cost of the Come and Say G’day campaign since its launch in 2022 to AUD 255 million, making it the costliest tourism marketing campaign in Australia. Furthermore, with the appointment of a popular and admired ambassador like Sara Tendulkar, Australia hopes to attract the Indian tourism market by revealing a new, colorful picture of what the country has to offer. With booming tourism across the world, this campaign aims to reintroduce Australia to the world.
