The federal Tourism Minister, Fran Bailey, is on her way to London to try and get the word "bloody" put back into Australian tourism ads.
Ms Bailey says the decision to go to the UK was made yesterday afternoon, after it was realised there was great support from the British for the ad.
"It hasn't been planned for a long time at all," she said.
Ms Bailey will officially launch the tourism campaign in the UK.
She also hopes to meet with the British Broadcast Advertising Clearance Centre, which has banned the section of the ad featuring the word 'bloody' from being screened on television.
"It's very hard to understand I think why the regulator would reach such a decision," Ms Bailey said.
Ms Bailey says it is worth spending thousands of taxpayer dollars on the trip because the tourism industry is worth millions to Australia.
Tourism Australia chairman Tim Fischer says the organisation is having no second thoughts about the campaign.
Mr Fischer says alternative tag lines for the ad have been created, but he doubts anyone would actually take offence to the words "bloody" or "hell".
"On the contrary, we're encouraged by the thousands of extra hits on our website, Australia.com ... and on the momentum of the campaign overall," he said.
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