Australia's tourism campaigns are harming business opportunities overseas, according to a group of chief executives of small and medium sized technology companies.

The approach to marketing Australia as a fantastic holiday destination has long consisted of the relaxed, slightly daggy ocka, who eats nothing that isn't cooked outside, and is from a country with sweeping beaches, scorched deserts, and one city (Sydney).

But 90 per cent of the executives surveyed said they were frustrated with the approach.

''Being positioned internationally as a nation of boofheads, serial barbecuers and boozers makes it difficult to be taken seriously when selling complex and advanced technology overseas,'' said Kimon Lycos, market researcher and RMIT University adjunct professor who conducted the study.

''We're spending tens of millions of dollars promoting Australia using these various ad campaigns and on top of that you've got Crocodile Dundee-type films that have done well overseas.

''So all that people are exposed to from Australia is people barbecuing, relaxing at the beach. They become stereotypes.''

But the news isn't all bad for our technological innovators. The same perceptions which can hinder business opportunities can also help as traits such as trustworthiness and being laid back mean we are seen to be easy to do business with.

Christopher Brown, managing director of the Tourism and Transport Forum, disagreed with the survey findings.

''Clearly there are still a few boofheads who can't differentiate between a retail tourism campaign and Brand Australia,'' he said. "Tourism Australia's ads are not designed to showcase the abilities of Australian businesses.''

Brand Australia is an initiative of the Australian Government designed to "better position Australia so it is as highly regarded as a global citizen and global business partner, as it is a world class destination."

Melanie Wicks, Director of The 20/20 Group, a Cairns business offering marketing, strategy and business advice said "Your brand is the response people have to your company, it's how they think and feel about it. Your brand should dictate everything you do, including your advertising."