British people who want to spend time working and travelling in Australia are being encouraged to do so by a new multi-million pound tourism campaign.

British celebrity Lucy Watson, who has over a million followers on Instagram, is heading up Tourism Australia's latest global campaign targeting the youth market as Australia bids to attract more working holiday makers.

The working holiday visa allows people aged up to 30 to travel and work in Australia for up to a year and extend their stay if they work in different regional locations. They are often in high demand for work in tourism, hospitality and agricultural sectors where there are seasonal jobs.

Steven Ciobo, Australian Minister for Trade, Tourism and Investment said that the UK is the country's biggest market for working holiday maker travel and announced an agreement between Tourism Australia and youth travel specialist STA Travel worth £500,000.

'With recent changes announced to the program, a working holiday in Australia is now easier and affordable. Australia offers working holiday makers the highest after tax wages compared to competitor countries like Canada and New Zealand,' said Ciobo.

The new working holiday maker measures, announced by Australia's Treasurer Scott Morrison last month include setting the tax rate for working holiday makers at 19% on earnings up to $37,000, reducing the application charge for working holiday maker visas by $50 to $390 and introducing more flexible visa arrangements to benefit working holiday makers and industry.

Tourism Australia will receive an additional $10 million in Government funding over the next three years for a global youth targeted advertising campaign as part of a range of Government initiatives targeting working holiday makers.

'Australia is one of the most diverse, welcoming and beautiful countries on the planet. Our working holiday maker programme provides the perfect launch pad for a life changing year, maybe even two, combining travel with temporary work,' said John O'Sullivan, Managing Director Tourism Australia .

Sydney-Opera-HouseTourism Australia's primarily digital campaign in the UK and five other key markets will build over the next six to 12 months, to continue to encourage working holiday makers to spend time in Australia.

Official figures show that Australia welcomed almost 200,000 British working holiday makers in the year ending in June 2016 who spent a total of $1.4 billion.