Sachin Tendulkar's daughter appointed brand ambassador for Australia tourism campaign
Indian cricket icon Sachin Tendulkar's daughter,
Sara Tendulkar
, is stepping into the global spotlight — this time, not for cricket, but as one of the newest faces of Australia's international tourism campaign, Come and Say G'Day.
Known for her growing influence on social media, Sara brings a fresh, youthful energy to the campaign, which features a lineup of global personalities including Robert Irwin, Nigella Lawson, Yosh Yu, and Abareru-kun. Her inclusion has generated a buzz in India, especially among young travelers and fans of the Tendulkar legacy.
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A graduate with a medical degree, Sara has built a strong following online and is admired for her elegance and relatability.
Her presence in the campaign is seen as a strategic move to attract Indian youth — a key demographic in one of the world's fastest-growing outbound tourism markets.
Sara will feature prominently across various mediums, including TV commercials, digital platforms, and social media, inviting Indian audiences to explore Australia's unique blend of adventure, culture, and natural beauty.
With this partnership, Tourism Australia hopes to strengthen its connection with Indian travelers — and Sara Tendulkar is the perfect bridge between both worlds.
The Australian Government will soon launch a new $130 million campaign aimed at encouraging international travellers to plan and book an Australian holiday.
Poll
What do you think about Sara Tendulkar's involvement in Australia's tourism campaign?
It's a great move for tourism
I'm indifferent about it
I think it's a publicity stunt
I support Sara's journey
The two-year campaign brings the Federal Government's total investment in Come and Say G'Day to $255 million since 2022. The government reports that every dollar invested in tourism generates a $14 return, supporting over 700,000 jobs and 360,000 businesses.
Trade and Tourism Minister Don Farrell stated: 'The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday down under. I know this iteration, featuring popular talent like Robert Irwin, will be a smash. Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs. Come and Say G'Day is bringing more visitors to our shores, creating more jobs and growing our economy.
'
Assistant Minister for Tourism Nita Green added: 'Supporting our tourism industry means supporting the jobs in Australia that rely on it. This next chapter of Come and Say G'Day will do just that. It's energetic, funny and heart-warming, and highlights Australia's iconic places and the memories you can make by visiting them. I can't wait to see the campaign launched across key markets, and bringing more visitors to every part of Australia.
'
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