At Friday's Australian Tourism Awards in Launceston, Tourism Minister Simon Birmingham will launch the campaign to attract more British tourists. 

UnDiscover Australia aims to attract the travellers to some of Australia's more unusual, unfamiliar and unexpected destinations across the country. 

More than 9000 UK tourists already travel to Tasmania annually, injecting more than $3 million into the local economy, so Mr Birmingham said it was fitting to make the announcement in Launceston. 

"The more UK tourists we can lure to Launceston the more cash they will splash in local businesses which helps to boost the economy and create more local jobs," he said. 

Australia as a whole also has a strong reputation with UK travellers, he said. 

"This campaign is about showing prospective UK travellers that Australia has even more to offer than the Reef, the Rock and the Bridge," Mr Birmingham said.

"Whilst we still want UK travellers to visit our hotspots, we also want them to spend an extra few days or an extra week to visit some of our more untapped regions such as the Ningaloo reef in Western Australia or the beautiful lavender farms in Tasmania."

The UK is the latest market to be targeted in the rollout of Tourism Australia’s UnDiscover Australia campaign.

The UnDiscover campaign, initially targeted South and South East Asian travellers from India, Singapore, Malaysia and Indonesia.

The campaign has a focus on repeat visitation, travel in out-of-peak periods, and encouraging visitors to disperse further. About 80 per cent of experiences featured in the campaign are from outside of major cities.

More than six Tasmanian businesses and attractions are nominated for awards.