Move over France, step aside for Italy: Australian cuisine is going global. Forget about wooing tourists with bikini girl Lara Bingle and a controversial slogan: "Where the hell are you?", Tourism Australia has revealed its latest campaign and this time they believe tourists can be attracted to our food and wine. Yes, it seems we're back to the golden days of throwing more “shrimp on the Barbie,” Paul Hogan style (Tacker 2010). But how important is food and wine in people's travel choices today? Is what we have to offer really that great? And is this how we should sell Australia? Thirty years ago, in the 1980s, Paul Hogan's famous words, “prawns on the Barbie”, became a universally recognized slogan championing Australia as a travel destination (Tacker 2010). Over time, Australia has diversified its laid-back nature and stereotypical outback setting as a branding mechanism to promote Australia's magnificent natural environment, people and their lifestyle ("Hogan Hero: why this is was our best tourism ad ever" 2014). But somewhere between the normalization of “throw another shrimp at the Barbie” and “where the hell are you?” Australia has unintentionally painted itself as a country littered with beer-drinking, koala-hugging, pie-eating, Uluru-climbing, crocodile-catching beach bums, largely to the dismay of many budding travellers, not to mention citizens. Sir Richard Branson is appalled by Australian tourism's incompetent attitude. “Let's forget about the fast trains that the rest of the developed world has that we can't organize, or the fast broadband internet system that the federal government is trying to impose on an reluctant telecoms industry: we can't even organize an advertising campaign successful in attracting tours...... center of sheet......tronomy, France ("Tourism Australia's new campaign" 2014). Pardon? “Are we saying the great Aussie pie is destined to triumph over beef bourguignonne?” ("Tourism Australia's new campaign" 2014). While some of us are lucky enough to dine on snow eggs at Peter Gilmore's world-famous Quay restaurant, we're pretty sure most Australians are feasting on something much simpler: vegemite on toast, pies of meat, fish and chips, sausage rolls or Tim Tams. These are the foods that most travelers are likely to experience on a trip to Australia. So are we selling the real Australian dining experience or is this campaign selling a little white lie? Perhaps we are skimming the fundamentals of what really sells Australia in our rush to cash in on the potential gains. Maybe Tourism Australia doesn't understand what creating "fair dinkum" representation really means"..