Brand Platform
Tourism Tropical North Queensland launched a brand platform in March 2020 to share the region’s unique stories with the world. The platform’s focus is on unique experiences and bookable products, and it uses the location name Cairns & Great Barrier Reef (rather than Tropical North Queensland) for the first time in the domestic market. This has aligned with the region’s location for international visitors for over 20 years.
The brand platform allows operators to shift brand perceptions and promote the destination through print, digital, media, and user-generated content in both domestic and international markets. The geographic region remains Tropical North Queensland, but the locator on advertising has shifted to Cairns & Great Barrier Reef.
Destination Brandmark
The new destination logo can be downloaded here or found in our Media Library.
Brand Book
The new destination Brand Book can be downloaded here.
Language Guidelines
Get your language right when talking about Summer in the Tropics with TTNQ’s Summer Language Guidelines.
Experience Development Toolkit
This toolkit will help you identify your unique value proposition and tell your story in a way that encourages visitors to be part of our brand story.
Pathways to Sustainable Tourism
Tool kit on how to adopt sustainable business practices and plan your journey towards the greater good.
What is the brand story?
Launched in March 2020 the Cairns & Great Barrier Reef’s brand promise is to inspire visitors to leave as custodians of the region.
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 and stories, visitors are transformed for life.
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.
Destination Marketing
The Cairns & Great Barrier Reef brand continues to deliver a unified story, providing a great platform for domestic and international marketing. Visit our destination marketing page for more information on the activity.
#ExploreTNQ
This is what a workweek looks like when your office is the world’s largest coral reef system. Who’s ready to swap their desk for the #GreatBarrierReef? 🎥 @puresnorkelling
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID An underwater montage that depicts five days of working on the Great Barrier Reef. Each day reveals a different marine scene from colourful coral gardens, schools of tropical fish and snorkellers exploring the reef. The reel ends with “See you soon”.
Sunrise magic at Ellis Beach. 🌅🌴 There’s no better way to start the day than with swaying palms and a sky painted in shades of pink and gold. Who’s watching the sunrise from here next? 👇✨
📸 @stl_caption
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID Sunrise at Ellis Beach, with shades of pink, purple and orange painting the sky. Silhouetted palm trees lean toward the shore, framing the view, while a hammock hangs between them. The ocean stretches toward the horizon, reflecting the morning light.
Just taking it all in at #LakeEacham on the @athertontablelands. 🌿💙 This stunning volcanic crater lake is located in #craterlakesnationalpark and offers day-trippers the perfect place to picnic, swim, or explore the surrounding rainforest walking tracks.
📸 @rachelsholliday
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia #athertontablelands
ID An aerial view of Lake Eacham, a deep blue volcanic crater lake surrounded by dense tropical rainforest. A woman stands on a wooden viewing platform gazing out at the clear water. Submerged logs can be seen beneath the crystal-clear surface, adding to the lake’s beauty.
Lil dude’s caught in a riptide of determination... 🤙🐢🏄♂️ First stop ☝ #FranklandIslands, next stop the EAC 😉 . 🎥 @franklandislands #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID A Green Sea Turtle hatchling is making its way from the nest to the ocean, a critical part of its life cycle. After hatching from the sand, it instinctively follows the natural light reflecting off the water to find its way to the sea.
Barefoot bliss on Green Island. 🌴👣. This gorgeous #coralcay on the #GreatBarrierReef isn`t just for day-trippers, it’s also home to @greenislandgbr, a luxury eco-resort where you can wake up to the sound of the ocean and explore the reef straight from your doorstep. 🏝️💙 📸 @_letsescapetogether_
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID A woman in a bikini and sun hat walks along the pristine shoreline of Green Island, leaving footprints in the soft golden sand. The turquoise water gently laps at the shore, while lush green foliage lines the beach under a clear blue sky.
Forget roses and chocolates 💘 Nothing says romance like a Victoria’s Riflebird pulling out all the moves. ✨ This dazzling display is the ultimate Valentine’s flex, as he fans out his glossy wings and shimmies his way into her heart. Who else is bringing this energy 😉 to their Valentine’s plans? 📍 Lake Eacham @athertontablelands
🎥 @naidu_kumpatla
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID A male Victoria’s Riflebird performs an elaborate courtship display on a tree stump in the rainforest. He fans out his glossy black wings, revealing iridescent blue and purple hues, and moves rhythmically in a dance-like motion.
Looking for the perfect match? 💘 Swipe left on @tropicalnorthqueensland Whether you are into heart-racing adventures or rainforest retreats, #exploreTNQ is ready to sweep you off your feet. Which one are you saying YES to? Drop your match below! 👇
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia_com @cooktowntnq @cassowarycoastaustralia @athertontablelands @rokopearls @paronellapark @skyparkcairns @talaroohotsprings #riverbendsunsettour @silkyoakslodge @badfishyjetboating
ID A collection of Tropical North Queensland experiences, from heart-pounding adventures like white-water rafting, bungee jumping and jet boating to quieter moments including rainforest escapes, romantic sunset cruises and beachfront dining.
🍦 ‘Eat more ice cream’ - well, if you insist! 🤤 Come grab your happiness in a cone at @numi.icecreamery. Which flavour are you scooping up today?
📸 @food_vixen
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @visitpalmcove
ID This image features a scoop of ice cream with vanilla on top and a berry mix on the bottom, served in a classic cone. The backdrop highlights a neon sign that reads “EAT MORE ICE CREAM” in pink.
✨🌅🧡 Dreaming of a unique Valentine’s getaway? Why settle for ordinary when you can experience extraordinary? From treetop houses to reef sleepovers, Tropical North Queensland offers some of the quirkiest accommodations that promise an unforgettable retreat. Perfect for adventure-loving couples or those seeking a one-of-a-kind escape. 🔗 in bio 👆
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID This photo carousel features a compilation of photos of unique accommodation in Tropical North Queensland, from treehouse stays perched among the rainforest to luxurious outback glamping spots, each offering a distinct and immersive experience in the natural beauty of the region.
*Some accommodations may be seasonally closed.
Have you even visited #Port Douglas if you don’t have this view in your camera roll of #FourMileBeach?
📸 @allaussiefolettas
ID This image showcases the view from the top of Flagstaff Hill, overlooking a long stretch of beach. The foreground features tropical foliage, framing the expansive seascape below.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @portdouglasdaintree #portdouglasdaintree
