Utilising the power of digital technology and social media, Tourism Australia (TA) launched on Monday a $250-million tourism campaign, primarily to lure the Chinese market, where some 100 million have been forecast will tour the world by 2020.

And to even prove the organisation's resoluteness to the campaign, Australian Tourism Minister Martin Ferguson, TA chairman Geoff Dixon and TA managing director Andrew McEvoy led a delegation on Sunday to launch the campaign right smack in the heart of Shanghai, China.

"China is the highest value international market for Australia and the fastest-growing,'' Mr McEvoy said in Adelaide Now, noting 90 per cent of the marketing campaign's target was international market.

The $250-million campaign contained new print, broadcast and digital advertising featuring Australia's main attractions such as the Bungle Bungles, Lizard Island and Uluru.

The campaign targets 18 of Tourism Australia's key markets, with strong focus on China, India and Indonesia. It will also be seen the UK, the US and Australia, among other countries.

"This new campaign creative - particularly the locations and how they have been shot - clearly demonstrate Australia's distinctive and high-quality tourism products and experiences that are amongst the world's finest," Mr McEvoy was quoted as saying by The Herald Sun.

The new campaign will take an integrated approach with a strong emphasis on social media.

It will feature a "broadcast film'' featuring "the best and brightest'' of Australia.

"It's a broadcast ad but it's also about how it works in the digital environment,'' Mr McEvoy said.

"It will be pushed out directly to people on our Facebook network.

"It's not about the big celebrity anymore.''

"Promoting your best attributes is a strong and proven marketing principle. By leading with Australia's best the campaign will create a positive halo effect for Australian tourism more broadly, particularly through the digital elements which will allow us to go deeper and showcase a broader range of experiences to cater for all travellers and different budgets," Mr. McEvoy said.