It comes just days after a new report from CBRE found that the only city in the nation that ranks in its attractiveness table was Sydney, leading to calls for bosses to focus on locations away from the popular destination.
According to Tourism Australia, the main thing people are now looking at when they head overseas on holiday is the wealth and quality of food and drink on offer in their chosen destination.
And it added that while people familiar with Australia know how good the restaurants and wine in the country are, most who have never been would not associate it with food and drink - a reality the organisation is looking to rectify.
"Now that was a heck of a shock for all of us... Because all know the depth of food and wine culture that exists in Australia, the depth of food and wine experiences that can be had in places like Canberra," said Nick Baker, Tourism Australia's chief marketing officer.
Posted by Craig Francis