Media Releases

Visitors to become Cairns & Great Barrier Reef custodians

Visitors to Cairns & Great Barrier Reef will leave as custodians, revitalised by the beauty of nature and its connection to ancient Indigenous culture.

Tourism Tropical North Queensland (TTNQ) has launched the destination name Cairns & Great Barrier Reef for the Cairns region from Cardwell in the south, north to the Torres Strait and west across the Savannah Way to the Northern Territory border.

TTNQ Chief Executive Officer Mark Olsen said visitors experiencing Cairns & Great Barrier Reef would discover that the place never leaves them. Visitors will:

  • See Great – through remarkable experiences
  • Feel Great – through making a genuine connection with the place
  • Leave Greater – as a person and by knowing that every visit makes a difference.

“Experiencing our great, makes visitors greater. From our Great Barrier Reef to our great ancient rainforests and our great Indigenous culture, visitors are transformed for life,” Mr Olsen said.

“Cairns & Great Barrier Reef offers guilt-free travel through initiatives like the Great Barrier Reef Marine Park Environmental Charge where visitors contribute towards the Reef’s conservation.

“Many of our operators invest in the World Heritage areas they work in through conservation projects and Cairns & Great Barrier Reef is home to the world’s first Eco-Certified Destination, the Port Douglas and Daintree region.

“As local custodians, the tourism industry unlocks the stories behind our place so every visitor feels a deep connection and desire to give back.

“Our brand promise for every visitor to leave as a custodian taps into the mood of the country with Australians having a stronger desire to give back to nature and protect our Indigenous culture, a culture which teaches us to respect nature.

“The region’s iconic experiences of the Great Barrier Reef, the world’s oldest rainforest and everyday luxury – whether it’s enjoying tropical food or staying somewhere memorable – will be elevated through the branding.

“However, Cairns & Great Barrier Reef is not just about our much-loved reef and rainforest. This brand will allow us to speak with more confidence about our many experiences including the outback and Indigenous culture.”

An advertising and public relations campaign is being rolled out to promote Cairns & Great Barrier Reef to the domestic market.