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

Join @katevanrooy’s Sunday morning adventure in #Cairns 🩵✨🌴

#exploretnq #explorecairnsgbr #thisisqueensland #seeaustralia
What’s this? Well right now you’re looking at the world’s first ‘off-grid-on-reef’ 100% electric boat 🙌🐠

@sailawayportdouglas has upped the anti on reef sustainability with this project and are leading the solar charge for more sustainable boating in the tropics ⛵️

Who’s adding this to their bucket list? 🪸☀️ 

🎥 @sailawayportdouglas #exploretnq #explorecairnsgbr #portdouglas #thisisqueensland #seeaustralia
Sorry TLC, chasing waterfalls is a Tropical North Queensland favourite 🌴🩵

📍 Millaa Millaa Falls, @athertontablelands

📸 @travelsbyjam #exploretnq #explorecairnsgbr #athertontablelands
@LizardIsland coming in hot with some epic dolphin acrobatics 🐬

Have you ever spotted a dolphin on your travels to the tropics? Tell us where in the comments 👇

🎥 @pablocogollos_photography #exploreTNQ #exploreCairnsGBR #lizardisland #capeyork #greatbarrierreef
Hey @taylorswift your fans up north are literally jumping for joy that you made it to @australia 🙌 

We heard you had some free time this week, so why not spend it with another icon - the Great Barrier Reef in Tropical North Queensland? We’re only a quick 3 hours away ✈️🌴

#TSTheErasTour #exploreTNQ #explorecairnsGBR
We 🩵 waterfall season!

No matter how many times you see it, a beautiful snap of the famous #EllinjaaFalls is undeniably breathtaking 💦🍃 This @wettropicsworldheritage listed plunge is just one of the incredible stops along the Waterfall Circuit 🚘🌴 While you’re here, don’t forget to explore the other gems of the @athertontablelands - #MillaaMillaa & #ZillieFalls just to name a few 💫

📸 chloe_purchase.x #exploreTNQ #explorecairnsGBR #ThisIsQueensland #SeeAustralia
Where else would you rather be this weekend? 💁‍♀️ For arts, culture and incredible lush rainforest, set your sights on @MossmanGorge 🌴✨

🎥 @sarahjanegriffiths #exploreTNQ #explorecairnsGBR #PortDouglasDaintree
In the wise words of our friend Dory, "I shall call him squishy and he shall be mine and he shall be my squishy" 🪼🪼

🎥 @reefencountercairns #exploreTNQ #explorecairnsGBR
Michaelmas Cay isn’t just a picture perfect sand cay, it’s also a significant breeding site for many species of birds including noddies, boobies (yes, really) and terns with up to 20,000 breeding pairs on the island at one time 🐦✨🏝️

📸 @theverticalpixel #exploreTNQ #explorecairnsGBR 

Note: Filmed under permit. Outside the cay/reef area. Image cropped and zoomed. @theverticalpixel has GBRMPA permit.
Would you dare to swim with the crocs? 🐊

While you definitely shouldn’t try it in the wild, here at @wildlifehabitat you can get up close and personal safely at the CrocArena 🤩

🎥 @mish_loves_fish #exploretnq #explorecairnsgbr