While previous campaigns have focussed on the sun, sea and surf that Australia has to offer, Tourism Australia have enlisted a number of internationally renowned chefs for a new campaign to help travellers get an insight into the culinary offerings that can be enjoyed Down Under.
The chefs include India's Sanjeev Kapoor, Canada's John Placko and Hong Kong's Nicholas Tse, all of whom will help showcase the variety of food that can be found in Australia
Tourism Australia's chief marketing officer, Nick Baker, commented: "Food and wine is a huge focus for us this year in our international marketing, as we seek to more aggressively play a drawcard which we've perhaps up to now undersold."
Mr. Baker went on to say that Tourism Australia is currently working on a number of major food and wine-related broadcast programmes to attract people from an international market.