Chinese viewers will be the first to see the next round of ads promoting Australia to the world, as the government tries to woo the fastest-growing source of inbound tourists.
Tourism Australia said yesterday that the next two-minute film in its current campaign will be launched in Shanghai in June, before being shown around the world.
Until now, such campaigns have always been unveiled in Australia.
The first screening in China is a response to big shifts in the inbound tourism market. Tens of thousands of people from China's burgeoning middle class are coming to Australia each month.
Tourism Australia's managing director, Andrew McEvoy, said the ads would include a focus on scenery, emphasising the ''reds, blues and greens'' of the natural environment.
''Europe for the Chinese represents luxury and tradition, the US is sort of wealth and popular culture, and Australia is our incredible environment. That is the differentiator for us, and these ads will certainly demonstrate that.''
Chinese visitors tend to spend more time in capital cities than other visitors, so he said the ads would also depict Australia's cosmopolitan centres.
Mr McEvoy said Asia, and China especially, presented a growth opportunity for the tourism industry, which is battling the high Australian dollar.
''The whole industry is one in transition. If you look at the numbers, Asia generally, China included, was probably a few years ago worth less than 40 per cent of the total business to Australia,'' he said. ''But by 2020 it will be probably more than 53 per cent or 54 per cent of the business.''
The current campaign is ''There's nothing like Australia.'' Past campaigns to market Australia have stoked controversy at home for their use of stereotypes.
Latest figures show heavy yearly falls in visitor numbers from Britain, the US and Europe, a trend blamed on the high dollar and economic woes overseas. The number of visitors from China increased 14 per cent in the year to February.