A national search is under way for a new festival that celebrates something unique, great or famous about an Australian town or region.
Booking platform Wotif will launch 'The Festival of Wot?' search on Tuesday following its hunt for Australia's "next big thing".
Wotif managing director Daniel Finch said the business wanted towns, suburbs and cities to say what they should be famous for "and we'll do our magic to make it so".
"In creating The Festival of Wot?, our intention is to help celebrate some of the unique stories and characters from around the country to create an experience that locals love and is worth travelling for," he said.
Research commissioned by Wotif revealed Australians have visited fewer than 1 per cent of the country's towns, cities and suburbs.