TOURISM Australia has launched the latest phase of its global marketing campaign, There's nothing like Australia, in Shanghai, with a strong focus on using digital channels, social media and advocacy to showcase the destination.

The NTO will fork out approximately A$180 million (US$175 million) over the next three years rolling out the evolving campaign across China, the UK, the US and other key markets. A$70 million in extra funding will be sourced from industry partners to support joint marketing activities.

In addition to new broadcast ad and print executions, the campaign features a strong digital and social media focus, and will leverage the advocacy of Tourism Australia’s three million Facebook fans to highlight various tourism attractions, experiences and products. Other elements include an interactive tablet app and hub on www.australia.com, to take customers further into the stories played out in the ad and provide more information on locations.

Tourism Australia managing director, Andrew McEvoy, said: "When we first launched There's nothing like Australia in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and long lasting in a fast-changing global tourism environment."

McEvoy added that adopting a 'world’s best in Australia' approach would appeal to traditional western audiences, but also help target Australia's key growth markets – led by Asia – and particularly the rapidly expanding middle classes with money to spend and a desire to travel.

He said China was the logical location to launch the new creative, in line with recent research showing that Australia tops the travel preferences of its Chinese urban elite target audience.

"China now represents both our fastest growing and most valuable international inbound tourism market," said McEvoy, adding that China presented an opportunity to deliver around 900,000 annual visitors to Australia by decade’s end.