Moving forward with plans to tap into the Asian Century, Tourism Australia launched the next phase of its ‘There’s nothing like Australia’ campaign in China.

The Group’s managing director Andrew McEvoy travelled into Shanghai for the launch late last week alongside a delegation from Tourism Australia with the hopes to build tourism from one of the fastest growing travel markets, News,com.au reported.

The campaign will take on a social media approach, driving fans to the tourist bureau’s Facebook page, which last week reached up to three million fans.

The campaign will also feature a “broadcast film” showcasing Australia’s “best and brightest” as well as introducing Tourism Australia's new mobile application that allows users to make direct bookings. 

"The big thing about this campaign is it is the most integrated campaign in partnership with state and territory tourism authorities that we have ever done,'' Mr McEvoy said.

"The app is quite significant. It's a first generation app which takes the consumer from the inspiration of a good old-fashioned ad they will be motivated then make it more tangible for them to book a trip to Australia.''