Robert Irwin and English television chef Nigella Lawson are among the stars enlisted to tempt tourists to visit the land Down Under in a "tried and tested" representation of Australia.
Shots of the celebrities set against the country's most iconic landscapes are part of the federal government's newest tourism push to attract travellers from five countries.
Advertisements featuring Chinese actor Yosh Yu, Ms Lawson and Japanese comedian Abareru-kun will air in their home countries, while Steve Irwin's son will become the face of the American campaign and wellness advocate Sara Tendulkar will star in ads broadcast in India.
Griffith Institute for Tourism professor Daniel Gschwind said the ads were really "slick and very high quality".
"They build on what has worked very well in the past with (Paul) Hogan's famous shrimp on the barbie ad campaign, which really resonated because it combined true Australian attributes," he told AAP.
"If they're the right celebrities, it does work. People do tend to take notice of people they trust, people they respect."
Prof Gschwind said the ads featured natural assets and beauty in addition to a strong dose of humour.
"We have since then, occasionally sort of strayed a little bit from that past, but I think this campaign brings us back to the tried and tested advertising about Australia," he said.
This $130 million push builds on Tourism Australia's Come and Say G'day campaign, which launched animated mascot Ruby the Roo.
"These international stars combine with local talent ... to create bespoke invitations for five markets," Tourism Australia managing director Phillipa Harrison said.
The domestic tourism industry has grown since the resumption of international travel, with the number of international arrivals expected to reach a record 10 million in 2026 and 11.8 million in 2029.
More than 700,000 jobs and 360,000 Australian businesses depend on tourism.
The teaser for the latest campaign was first launched in July during Prime Minister Anthony Albanese's trip to China.
Chinese travellers remain Australia's second biggest cohort of tourists behind New Zealand, figures from the Australian Bureau of Statistics show.
Tourism Minister Don Farrell said the industry was the "lifeblood" of so many communities and created hundreds of thousands of jobs.
"The previous campaign struck a chord with visitors, with Ruby the Roo bounding into the imagination of countless guests, encouraging them to book a holiday Down Under," he said.
"I know this iteration, featuring popular talent like Robert Irwin, will be a smash."
The advertisements will go live in China from Thursday on TV and online.
