The daughter of cricket legend Sachin Tendulkar becomes the fresh face of ‘Come and Say G’Day’ as Tourism Australia ramps up outreach in key international markets
Sara Tendulkar is stepping into the international spotlight—not through cricket, but as one of the latest ambassadors of Australia’s tourism campaign, A. The campaign, backed by the Australian government, aims to position the country as a top destination for global tourists, especially the young and fast-growing Indian outbound travel market.
Sara joins a lineup of global personalities including wildlife ambassador Robert Irwin, celebrity chef Nigella Lawson, and Japanese comedian Abareru-kun. Her inclusion has created a stir among Indian youth and fans of the Tendulkar legacy, bringing both glamour and relatability to the campaign.
A medical graduate and rising social media influencer, Sara Tendulkar represents a strategic bridge between India’s younger demographic and Australia’s tourism goals. She will appear across TV ads, social media, and digital platforms to promote Australia’s unique mix of adventure, culture, and natural beauty.
Tourism Australia’s two-year initiative is part of a larger $255 million investment in international promotion since 2022. With a projected return of $14 for every dollar spent, the campaign also aims to support over 700,000 jobs and 360,000 tourism-related businesses across Australia.
Federal Trade and Tourism Minister Don Farrell praised the earlier success of the campaign’s mascot, Ruby the Roo, and expressed confidence in the fresh talent lineup. “Tourism is the lifeblood of communities across the country. With Sara and others on board, we’re welcoming the next wave of travellers to experience Australia,” he said.
Assistant Minister for Tourism Nita Green added that the new campaign not only promises impact, but also emotion. “It’s energetic, funny, and heart-warming. And it showcases what makes Australia so unforgettable.”
The campaign featuring Sara Tendulkar will launch across India and other key global markets in the coming months, reflecting a sharp focus on tourism as a driver of economic recovery and cross-cultural connection.
