Tourism Australia will launch its coastal and aquatic campaign in the Chinese market as part of Australia Week in China next week in an effort to further boost arrivals from Australia's most lucrative inbound market.

The $40 million campaign, first launched in New York in January, will feature similar content to that used in the US market, but more Asian talent and increased focus on passive aquatic and coastal experiences like whale-watching rather than active ones like scuba diving, in line with Tourism Australia's research.