Sara Tendulkar has been named the new Australia Tourism brand ambassador, fronting the global campaign “Come and Say G’Day.”
The project, valued at USD 130 million, is one of Tourism Australia’s largest promotions to date. Through television ads and digital campaigns, it targets international audiences, with a special focus on Indian travelers.
Why Sara Tendulkar is Leading the Australia Tourism Campaign
Tourism Australia explained that Sara was chosen for her broad appeal and authentic connection with audiences. Nishant Kashikar, the board’s country manager for India and the Gulf, said they looked for “reach, resonance, and authenticity.” He added that Sara reflects humility, warmth, and friendliness, representing Australia’s identity.
Her appointment as an Australian Tourism celebrity ambassador is expected to boost the nation’s visibility in India, which has become one of Australia’s fastest-growing tourism markets.
Photo from Tourism Australia
Sara Tendulkar Travel Philosophy: Beyond Sightseeing
Sara said joining the campaign aligns closely with her travel philosophy. “For me, the ‘Come and Say G’day’ campaign goes beyond tourism. It’s about sharing stories of the places that shape you.”
In her exclusive interview with NDTV, she added, “Travel is about discovery, culture, food, and the interesting people you meet along the way.”
She also described her work with Tourism Australia as something more profound than a promotion. “That’s the kind of work I want to keep doing—something that connects people and creates lasting impressions that stay with you long after the holiday,” she shares.
Photo from Tourism Australia
What to Expect from the New Australia Tourism Brand Ambassador
India sent nearly half a million visitors to Australia before the pandemic, and officials are keen to rebuild that momentum. With Sara as the face of the tourism campaign, Tourism Australia hopes to inspire a new wave of young Indian travelers.
The campaign will include Ruby the Roo, a digital kangaroo mascot, highlighting Australia’s beaches, cities, food culture, and welcoming spirit. With Sara at the forefront, the goal is to blend storytelling with marketing, shifting focus from sightseeing to meaningful connections.
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*Banner photo from Tourism Australia
