New Zealand's Rugby World Cup boss has warned the Kiwis they'll under-estimate the Wallabies at their peril.

"I think there's a real danger in us looking at the Aussie team and thinking we're not having too much trouble with them," said Rugby NZ 2011 chief executive Martin Snedden.

"We do and sometimes that's to our detriment.

"There is a hell of a lot of talent that has a bit of developing to do over the next 12 months.

"If they gain that experience and click they will be a huge handful for us."

Snedden was speaking while in Sydney to launch a World Cup ticket sales promotion.

The Wallabies have lost a record-equalling nine straight Tests to the All Blacks and there is a school of thought that the poor record against the Cup hosts could deter some Australian supporters from making the trip in a year's time.

But Snedden said demand for tickets and hospitality packages from Australians was already "really strong".

And he pointed to Australia's superior World Cup record - having won it twice to New Zealand's once and never lost to the All Blacks at the World Cup where they've beaten them in two semi-finals.

The importance of the Australian market in terms of generating World Cup revenue cannot be understated.

Of the estimated 85,000 inbound visitors for the World Cup in New Zealand, about 30,000 are expected to be Australians.

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