Overseas tourism is big business for Australia, with international visitors spending $18 billion a year when visiting us.
Tourists rate Australia as the number one country in the world for safety and natural beauty, and if you look around it's easy to see why.
We never tire of tourists telling us how impressed they are with our country, but unfortunately those views are often confined to the country's natural beauty.More stories from Today Tonight
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Ask tourists what they don't like about the country and you quickly realise that most of us, until now, have only heard half the story.
When it comes to tourism what really counts is perception, and the real research is a real eye-opener.
The Americans think of Australians as carefree and rugged, but as a tourist market we don't deliver quality or value. American tourists are worth $2.2 billion a year to Australia.
The British think we're charming, but untrustworthy. They spend closer to $3 billion a year.
The Chinese are a tourism market growing at a spectacular rate. They think Aussies are stylish and classy but not very helpful. Chinese tourists are worth close to $4 billion a year to us, and predictions are it will more than double in the next five years to $9 billion.
Another growing tourist group are Indians who think we are daring but arrogant. They spend $1 billion a year visiting our shores, but this number is expected to double and double again within a few short years.
Tourists regularly complain about Australia's prices and about the low standard of cleanliness in our hotels.
The feedback that tourism experts are reading on blogs and social media is leaving them shaking their heads.
International hospitality expert Phil Harte travels a million miles a year lecturing on tourism and business, and says Australia lags behind the countries we are trying to coax visitors from.
This reporter is on Twitter at @SharynGhidella