Australia taps Sara Tendulkar to attract Indian tourists in star-studded campaign

Melbourne/New Delhi: Tourism Australia today unveiled the newest edition of its $130 million “Come and Say G’Day” campaign, tailored for five key international markets including the United States, China, the United Kingdom, India, and Japan. Notably, India’s ad will feature Sara Tendulkar, a health and wellness influencer and entrepreneur, as its local face .

In this campaign, viral personality Sara Tendulkar—daughter of cricket legend Sachin Tendulkar—is positioned as India’s ambassador of Australian travel experiences. The bespoke Indian version blends her familiar presence with Australia’s iconic destinations, aiming to foster emotional connection and inspire Indian tourists to “come and say G’Day” in person.

Tourism Australia’s move marks a strategic pivot: for the first time, the organization has created customized ad spots featuring local celebrities in each major target country, rather than using a one-size-fits‑all global campaign. The ads pair international talents like Robert Irwin in the U.S., Nigella Lawson in the U.K., Yosh Yu in China, and Abareru-kun in Japan with Australia’s animated mascot Ruby the Roo.

According to Tourism Australia Managing Director Phillipa Harrison, this approach is designed to create “personal, lasting memories” tailored to what travellers from different markets seek—a mix of adventure for Americans, romance for Chinese visitors, culinary appeal for Brits, and wellness for Indians.

This campaign rollout comes amid efforts to revitalize inbound tourism. As of May 2025, international arrivals remained at around 89% of 2019 levels, with 1.09 million Chinese visitors still lagging at 71% of pre‑pandemic volumes, underscoring the need for renewed marketing appeals. The broader campaign—including this Indian version—brings the overall investment to an unprecedented AUD 255 million, making it the most costly tourism promotion in Australia's history.

About Sara Tendulkar & the campaign

At 27, Sara Tendulkar is known for her expertise in nutrition and wellness; she also serves as director of the Sachin Tendulkar Foundation She photographed travel moments across Queensland locations like Lizard Island, the Great Barrier Reef, and the Gold Coast, sharing glimpses of her journey and fashion-forward beachwear, garnering widespread online admiration for her “mermaid‑vibe” aesthetic .

Tourism Australia is leveraging its popularity and digital resonance—she has over 7 million Instagram followers—to amplify its message to India’s large travel‑enthusiast audience.

What does it mean for potential visitors?

The Indian ad spot is expected to feature stunning backdrops of Australia, from coral reefs and white‑sand beaches to urban and nature‑centric experiences. It pairs Sara’s lifestyle and wellness persona with highlights like coastal adventures and relaxed luxury, designed to appeal to India’s wellness‑oriented and affluent travellers.

Officials hope the campaign will drive more Indian tourists to Australia, supporting initiatives to boost tourism jobs and economic impact across regions such as Queensland, New South Wales, and Victoria.

JapanAbareru‑kunHumor & cultural resonance

Tourism Australia’s campaign debuts across digital, broadcast, and social channels in the coming months. With custom ads tailored to each audience, and Sara Tendulkar leading India’s version, the agency hopes to convert digital affinity into real arrivals Down Under.