Tourism Australia Launches Next Phase of ‘Come and Say G’day’ in India with Sara Tendulkar
Tourism Australia has launched the second chapter of its ‘Come and Say G’day’ campaign in India on 20 August 2025. The campaign features animated brand ambassador Ruby the Souvenir Kangaroo, joined this time by entrepreneur and philanthropist Sara Tendulkar, in a locally tailored version created specifically for Indian audiences.
Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia, said the new chapter highlights Australia from the perspective of Indian travellers.
“Our campaign extends a tailored invitation to Indian travellers to visit Australia and experience holidays that create lasting memories. Working with Sara Tendulkar was a natural choice—her personal connection with Australia makes her an authentic voice for this campaign. We’re also pleased to welcome her into our Friend of Australia advocacy program.”
Sara Tendulkar added:
“There is something about Australia that keeps calling me back. I’ve always felt welcomed there, and I’m delighted to share my own experiences in this campaign. From vibrant cities to beaches, wildlife, and food culture, I believe Indian travellers will find a lot to connect with.”
The ‘Come and Say G’day’ platform, first launched globally in 2022, has supported the growth of Indian tourism to Australia. India is now Australia’s fifth-largest inbound market, with over 450,000 visitors in the year to June 2025, up 8% year on year. Indian visitor spending reached AUD $2.7 billion in the 12 months to March 2025, a 14% increase compared to the previous year.
Tourism Australia Chief Marketing Officer, Susan Coghill, explained the approach:
“Ruby remains central to our global campaign, but for India we wanted to add a voice that resonates locally. Sara’s connection to Australia is genuine, and that authenticity helps inspire travellers to consider booking a trip.”
Developed with Droga5 ANZ, the multi-channel campaign will roll out across connected television, out-of-home, social, and digital platforms in India.
Tourism Research Australia forecasts international arrivals to reach 10 million in 2026 and 11.8 million by 2029, with India expected to play a growing role in that recovery.
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