Tourism Australia has unveiled the second phase of its 'Come and Say G'day' campaign in India, featuring entrepreneur and philanthropist Sara Tendulkar alongside the animated mascot Ruby the Souvenir Kangaroo. The locally adapted campaign aims to deepen engagement with Indian travellers by harnessing tailored experiences as India emerges as Australia's fifth-largest inbound tourism market with record growth in arrivals and spending.
Tourism Australia has announced the launch of the next chapter in its globally successful 'Come and say G'day' campaign, unveiling its India-focused edition. The campaign, which initially debuted in October 2022, introduces a locally nuanced approach tailored to Indian audiences. Combining the global brand ambassador Ruby the Souvenir Kangaroo with the participation of entrepreneur and philanthropist Sara Tendulkar.
Nishant Kashikar, Country Manager for India and the Gulf at Tourism Australia, said the new phase marks a shift from the traditional single global face strategy to one that resonates with the unique preferences of Indian travellers. "Our new campaign extends a bespoke invitation to Indian travellers to visit Australia and experience a holiday that lasts a lifetime. The campaign creative has been tailored to reflect cultural nuances and showcases the type of tourism experiences Indian travellers are looking for. We couldn't be more excited to work with Sara Tendulkar on our new campaign. Her connection with Australia made her the perfect fit. We are equally excited to welcome her into our Friends of Australia advocacy program officially," Kashikar noted.
Reflecting on her role, Sara Tendulakar said, "There is something about Australia that keeps calling me back. I have always felt so welcome. I am touched and excited to be able to share a slice of the unforgettable memories I have made Down Under in Tourism Australia's 'Come and say G'day' campaign. From the bustling cities to the relaxing beaches and curious wildlife, I know that travellers in India will be captivated by the diversity and warmth Australia has to offer. Whether it's going surfing, snorkelling, eating amazing food or the coffee culture, the memories I have made on a holiday in Australia are the souvenirs I take back home with me."
According to the Australian Bureau of Statistics, India has risen to become Australia's fifth-largest inbound market, with more than 450,000 Indian arrivals in the 12 months to June 2025, an 8 per cent year-on-year increase. Tourism Research Australia data further shows that Indian visitor expenditure reached AUD 2.7 billion in the 12 months to March 2025, up 14 per cent on the previous year.
Susan Coghill, Chief Marketing Officer at Tourism Australia, said the addition of Sara Tendulkar underscores the campaign's emphasis on real storytelling.
"Ruby the Souvenier kangaroo has become our global campaign star, but we needed something more to really connect with travellers in India. That's where brilliant local talent like Sara Tendulkar plays a crucial role. She connects with Australia in a way that resonates authentically with Indian travellers because she is experienced in herself and has wonderful memories to share."
She added, "This approach is new for us. Instead of one global talent, we work with people who genuinely love Australia and can share that passion in ways that resonate with their audiences. Sara's connection to Australia isn't manufactured for a campaign, it's genuine, and that makes all the difference when you're trying to inspire people to take that leap and book a trip."
Developed in collaboration with agency Droga5 ANZ, the multi-channel campaign will run across connected television, high-impact outdoor, social, and digital platforms in India. With international travel to Australia steadily increasing since 2022, Tourism Research Australia forecasts that arrivals will reach a record 10 million in 2026 and 11.8 million by 2029.
#bookmybooking #tourismaustralia #saratendulkar #gday #tourismupdate #news