Sara Tendulkar, daughter of Sachin Tendulkar, becomes Australia's advocate: 'That's the kind of work I want to keep doing'

Tourism Australia has launched a new version of its "Come and Say G'day" campaign specifically targeting the Indian audiences. The new campaign features Sara Tendulkar, daughter of cricket legend Sachin Tendulkar, alongside Ruby the Souvenir Kangaroo, an animated character. It is a $130 million initiative aiming to increase Indian tourists' visit to Australia, capitalising on the market's impressive growth with visitor arrivals exceeding 450,000 and spending reaching $2.7 billion.

The new tourism campaign's success builds on strong momentum in the Indian market. Nishant Kashikar, Tourism Australia's country manager for India and the Gulf, reports that Indian visitor numbers are up 8% from last year. Even more impressive is the 21% increase in overnight stays, totalling 29 million nights, and a 14% jump in spending by Indian tourists.

Sara Tendulkar's selection as brand ambassador wasn't random. She has a long-standing connection with Australia, having visited the country since childhood. "Sara has been visiting Australia ever since she was a kid, over the past couple of decades, and therefore, as a result of the trip, she's developed that natural affinity and an emotional connect with Australia," explains Kashikar.



The 27-year-old Sara Tendulkar brings more than just star power to the role. "For me, the 'Come and Say G'day' campaign goes beyond tourism. It's about sharing stories of the places that shape you," she told NDTV. Her Instagram posts showcase various Australian experiences, including a nostalgic visit to the Melbourne Cricket Ground.

Sara's engagement with the campaign reflects her personal philosophy about travel. "Travel is about discovery, culture, food, and the interesting people you meet along the way," she shared.

"That's the kind of work I want to keep doing - something that connects people and creates lasting impressions that stay with you long after the holiday."

Tourism Australia sees huge potential in the Indian market. They aim to attract 500,000 Indian visitors by next year. This goal seems achievable given India's position as one of the world's fastest-growing economies and expanding aviation connections between the two countries.

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