The next phase of Tourism Australia’s (TA) ‘There’s Nothing Like Australia,’ campaign is planned to target mature travellers.

Focused on offering premium tourism opportunities to those above 50 years of age, the campaign will kick off in the UK on 17 September and will be rolled out to 18 of TA’s key global markets by the end of the year, according to the department.

Qantas will partner with TA to cover the campaign across television advertisements and awareness through online, mobile and print media.

Showcasing high-end tourism options to potential tourists in the over-fifty age bracket will focus on travellers who are prepared to spend money to receive better and more exclusive services with a well planned trip and less likely to seek last-minute deals.

Tourism Australia regional general manager for the UK and Northern Europe Rodney Harrex said Australia’s distinctive and high quality tourism products and experiences are clearly demonstrated in the campaign as some of the world’s finest.

Mr Harrex said the ‘There’s Nothing Like Australia,’ campaign launched back in May 2010 was built to last and designed to be flexible.

“Now is the right time to evolve the campaign to remain competitive and position Australia as an achievable holiday destination that offers premium unique experiences,” the general manager continued.

According to Mr Harrex, the next phase will inspire Australia’s primary target audience in the UK, the affluent long haul traveller aged 50 to 69, to make this the year they travel to Australia.