Ausalians like to think of themselves as rugged, fun and easygoing - but that's not what the rest of the world thinks.
Foreign travelers regard Australians as unreliable, unhelpful and untrustworthy, a major tourism conference was told yesterday.
And holidays Down Under were poor quality and bad value.
The reality check came from Gruen Transfer ad guru Russel Howcroft, who unveiled fresh global data.
It showed the Chinese think Ausralians stylish and classy but not very helpful, Americans see Australians as carefree and rugged, but we don't deliver quality or good value and the British regard us as charming and independent - but untrustworthy.
Indians believe Australian daring is offset by arrogance.
Mr Howcroft, head of the George Patterson Y&R ad agency, said the positive news was these perceptions could be changed.
And Tourism Australia was doing just that as part of its $180 million "There's nothing like Australia" campaign.
Mr Howcroft said 80 per cent of foreign markets saw Australia as "different", 60 per cent had knowledge of it, half thought Australia was a relevant place to them - but only 30 per cent held it in high esteem.