Sara Tendulkar Boosts India Visitor Target for Tourism Australia

Tourism Australia has unveiled its latest marketing strategy for the Indian market by enlisting entrepreneur and philanthropist Sara Tendulkar as the face of a culturally nuanced phase of its “Come and Say G’day” campaign  . Paired with the campaign’s animated mascot, Ruby the Souvenir Kangaroo, this initiative represents a localized shift aimed at deepening engagement with Indian travelers  .

Strong Growth in Indian Tourism

According to Nishant Kashikar, Tourism Australia’s Country Manager for India and the Gulf, visitor numbers from India reached over 450,000 in the year ended June 2025—a rise of nearly 8% compared to the previous year  . Expenditure figures are equally impressive: Indian tourists spent around AUD 2.7 billion, marking a 14% year-on-year increase  . These visitors contributed nearly 29 million visitor nights in Australia—an increase of 21%—adding significant economic momentum  .

Sara Tendulkar: A Personal Connection to Australia

The selection of Sara Tendulkar as campaign ambassador is grounded in authenticity. Having visited Australia over several decades since childhood, she embodies a natural affinity with the country. According to Kashikar, her “warm, welcoming, humble, and gracious” persona aligns with quintessential Australian traits  . It’s not just about star power; it’s about the emotional resonance she brings as someone who genuinely values her Australian experiences  .

A Culturally Nuanced Campaign Strategy

This campaign marks a departure from Tourism Australia’s traditional global-celebrity-driven model. Instead of a one-size-fits-all approach, each market now receives bespoke storytelling tailored to resonate locally—with Sara leading the charge in India  . The campaign will be rolled out across multiple channels including connected television, out-of-home advertising, social media, and digital platforms  .

Globally, the campaign spans high-profile figures: Robert Irwin headlines globally, while other regions feature local personalities like Nigella Lawson in the UK and Yosh Yu in China  . This strategy allows Tourism Australia to tap into culturally relevant travel motivations—such as adventure in the U.S., romance in China, culinary delights in the UK, and emotional affinity in India  .

A Market of Rising Importance

India is now among Australia’s fastest-growing inbound markets. With strong performance in arrivals, expenditures, and extended stays, the time is ripe for a campaign that truly speaks to Indian audiences  . The localized creative infrastructure signals Tourism Australia’s shift toward advocacy-driven marketing, where genuine connections are prioritized over celebrity glitz  .

Campaign Goals & Evaluation

Tourism Australia’s success metrics extend far beyond arrival numbers. Strategic KPIs include growth in arrivals and spending and are tracked through research partnerships and immigration data  . On the consumer side, dashboards measure brand awareness, intent, booking behaviors—especially in areas like safety, nature, food and wine, infrastructure, and accessibility—all key decision drivers for Indian travelers  .

Conclusion

Tourism Australia’s pivot toward localized storytelling via a beloved Indian figure like Sara Tendulkar reflects a new era in global destination marketing. By leveraging emotional authenticity and cultural empathy, Australia hopes to attract up to half a million Indian visitors annually—rekindling their wanderlust and delivering sustainable tourism growth.