Tourism Australia is reaching out to the Russian market, extending activity around Baz Luhrmann's Australia which premiered in February.

Over the opening weekend, Australia took 20 per cent of box office revenue in Russia, with ticket sales now reaching US$4 million.

For the movie's launch, Tourism Australia partnered with Etihad Airlines, inviting 60 agents to see Australia, while a further 30 agents took part in destination training.

Tourism Australia has also developed a 12 page Russian travel trade supplement, which has been distributed via publisher TTG.

Over the next three months, Tourism Australia will partner with Emirates Airlines Russia, Tourism Queensland, Tourism Victoria, Tourism NSW and Tourism Northern Territory to bring 45 Russian travel agents to Australia on three familiarisation trips.

Tourism Australia will also target Russian consumers in partnership with Emirates, with an online and print campaign in April.