The review threatens BGB Communications's 17-year hold on the UK and Ireland account, which has included PR activity around the Sydney Olympics and the 2003 Rugby World Cup.
The global repositioning launched in May shifted the country's marketing away from its traditional emphasis on well-known tourist attractions in Australia.
Incumbents BGB, Adam & Partner in Germany, Switzerland and the Netherlands, AIGO in Italy and Communicor in France will be included in the review.
Tourism Australia is accepting credentials throughout September and will shortlist four agencies for the UK and Ireland, with a winner to start work after BGB's contract expires at the end of March next year.
PR and promotions manager for Europe Kate Kenward said the organisation will continue to use local agencies for each market.
"We have a global campaign and brand but we do make sure messages are right for individual markets. Local agencies bring local intelligence and local media insight," she said.
The statutory review coincides with South African Tourism's ongoing search for a fresh UK PR agency as the country bids to mirror Australia's focus on the emotions of travel.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.