Tourism Australia's next international marketing campaign will focus on the food and wine experiences the nation can offer travellers.
While Australia prides itself on the quality of its wines, it seems the overseas view remains that it is a nation of beer drinkers and pie eaters.
Tourism Australia is hoping it will be able to lure more travellers who are keen for a high-end culinary experience.
At a wine industry conference in Adelaide, Chinese wine writer Kent Tsang spoke of the common perception in her country.
"When people try to associate a wine good experience the first priority comes to their mind would be the European countries instead of Australia," she said.
James Gosper of Wine Australia agreed.
"The perception from those in our international markets who have never been here is quite low, I mean they don't really consider Australia as a food or a wine destination," he said.
The Barossa Valley in South Australia, the nation's biggest wine region, features in a current advertising push as a food destination, now Tourism Australia's planned campaign, known as Restaurant Australia, will push the same food and wine theme.
Nick Baker of Tourism Australia hopes the campaign can provide the nation's economy with a vital boost.
"Potentially billions of dollars over the long run and for us trying to get to our 2020 goal of somewhere between $115 billion to $140 billion in tourism receipts that we will hopefully be getting by 2020," he said.
The advertising concept has been unveiled at the three-day global wine industry forum in Adelaide which is being attended by nearly 800 people from 20 countries
United Kingdom wine expert Tim Wilsman says Australia needs to step up.
"Australia became known as the McDonalds of the wine aisle and now Australia's challenge is to show the world and the UK that it can do fine dining as well," he said.
Wine industry marketer Angie Bradbury says social media could be an easy way for Australia to target international markets.
"Wineries being able to show what's happening in vintage in their vineyard on video and then share that through their social media channels is a very simple but powerful opportunity for them," she said.
The Restaurant Australia campaign will be officially launched by Tourism Australia next year.