Tourism Australia has launched a new campaign in China, ‘Too Australian for Words’, to generate excitement for unique Australian experiences.

The campaign is based on the same idea as Tourism Australia’s successful UnDiscover Australia campaign which aims to challenge perceptions and stereotypes of what Australia offers the region’s travellers as a tourism destination.

Each Australian State and Territory will feature in the marketing content.

“Australia already has a strong affinity amongst Chinese travellers, however we must continue to find new ways to appeal to the Chinese market," said Australia's Minister for Trade, Tourism and Investment, Senator the Hon. Simon Birmingham “This campaign does exactly this whilst at the same time looking to promote regional Australia.”