Sydney: Australian cricket legend Steve Waugh has been appointed as Australian tourism ambassador to India to boost awareness of Australia as a holiday destination in this growing tourist market.

Minister for Small Business and Tourism Hon Joe Hockey MP officially announced the appointment of Waugh as Australia''s newest tourism ambassador at the Sydney Cricket Ground today.

"Australia''s international sports men and women have played an important role in raising the profile of Australia overseas. The great news for the tourism industry is that Waugh will now not only be the face of Australian cricket, but the face of Australian tourism in India," Hockey said.

"Cricket is the top sport in India, and as one of the greatest cricket players ever and captain of the Australian team, Waugh has achieved celebrity status in this country. In India his popularity extends well beyond the cricket pitch. Waugh is well recognised for both his sporting prowess and his compassion and active work for charities. He is inextricably linked to Australia, and encapsulates much of what is admired in the Australian personality," he said.

India is an emerging tourist market and Waugh''s endorsements will help to raise the profile of Australia and inspire more Indians to holiday in this country," he said. "Waugh has made many runs on the pitch — he will now help to put runs on the board for tourism. People in India know that Australia produces some great cricketers, but what they don''t know is that it is also a great place to holiday — with Waugh''s support we hope to close this gap."

Steve Waugh joins swim star Ian Thorpe, celebrity model Megan Gale, and world champion surfer Layne Beachley as the ATC''s Australian Tourism Ambassadors. Speaking at the official launch, Steve Waugh said he was delighted to be working with the Australian Tourist Commission (ATC) to raise the profile of Australia as a holiday destination in India.

"For close to two decades I have represented Australia in cricket. It is a great honour to now be chosen to also represent Australia as a tourism ambassador in India," Waugh said. "Cricket has provided me the opportunity to travel to the world visiting many different countries, but for me Australia is the greatest place on earth to take a holiday."

I look forward to the opportunity to encourage Indian travellers to enjoy the range of holiday experiences Australia has to offer, Waugh said. "I have visited India on many times, including the cricket tours and I have a strong affinity with the country — so the appointment is particularly important." In the role of the ATC''s Australian tourism ambassador, Steve will be featured in a range of promotions aimed at driving Indian travellers to holiday in Australia.

ATC general manager (South and South East Asia) Maggie White said Waugh''s generous offer to work with the tourism industry to endorse Australia will help to further grow the Indian travel market. "Australia has seen a dramatic jump in the number of visitors from India over the past decade — with the number of visitors from this market increasing from less than 10,000 to more than 45,000."

"Our country is particularly popular with high end travellers in India, including families and Waugh''s broad appeal in this market can help Australia to further boost the numbers of visitors we receive each year," she said. "Waugh captures the humble, genuine, and compassionate side of the Australian personality that appeals to visitors to our country and this makes him an ideal ambassador to promote Australia."