August 6, 2025 — Sara Tendulkar, daughter of cricket icon Sachin Tendulkar, has been selected as the Indian representative for Tourism Australia’s global campaign titled “Come and Say G’day.” The campaign, which is valued at approximately $130 million (₹10,800 crore), aims to promote Australia as a preferred travel destination, especially among young Indian tourists.
Launched as part of a two-year international initiative, the campaign seeks to reconnect global travellers with Australia’s rich natural beauty, cultural diversity, and unique experiences. Sara Tendulkar’s association with the campaign is expected to boost its appeal in India — a key emerging market for international tourism.
Tourism Australia’s officials emphasized that Sara, with her modern image, strong digital influence, and deep connection with Indian audiences, was a natural choice to represent the country in this high-impact initiative. Her role will include appearances in promotional films, digital content, social media outreach, and print advertisements, all crafted to showcase Australia’s tourism offerings in a way that resonates with Indian travellers.
In a statement, Phillipa Harrison, Managing Director of Tourism Australia, remarked:
“Sara brings a refreshing voice and genuine enthusiasm for travel. Her involvement in our campaign will help us connect with younger Indian travellers who seek authentic and inspiring journeys.”
The campaign comes at a time when international tourism is witnessing a strong rebound, and India is emerging as one of the top outbound travel markets globally. With an increasing number of young Indians seeking international travel experiences, Australia aims to highlight its beaches, wildlife, adventure activities, vibrant cities, and indigenous heritage as compelling reasons to visit.
Commenting on her new role, Sara Tendulkar said:
“It’s a privilege to be part of a campaign that encourages young explorers to discover a country as beautiful and diverse as Australia. From its stunning landscapes to its welcoming people, Australia offers an experience unlike any other.”
India has historically shown strong interest in Australia as a travel destination, both for leisure and education. With the new campaign, Tourism Australia aims to build on that interest by tailoring its message to younger demographics through relatable content and influencer partnerships.
The “Come and Say G’day” initiative also includes collaboration with Indian travel agencies and digital platforms to create region-specific travel itineraries, local-language promotions, and cultural exchange opportunities. The campaign is expected to create a significant push in visitor numbers from India over the next 24 months.
By leveraging Sara Tendulkar’s popularity and focusing on immersive travel storytelling, Tourism Australia is positioning itself to make a strong impression on India’s next generation of global travellers.
