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
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

Not all diggers love the dirt. 🐜 In @tropicalnorthqueensland, our echidnas prefer cosying up in tree hollows instead of digging burrows, making the most of the rainforest’s complex root structures. 🥹
📸 @wolfekind
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @athertontablelands @portdouglasdaintree @cassowarycoastaustralia
ID This image captures a close-up of an echidna in its natural habitat within the dense rainforests of Tropical North Queensland. The echidna is nestled among leaf litter and forest debris, showcasing its distinctive spiky coat as it navigates through the complex root structures typical of this lush ecosystem.

#CapeTribulation steals the show again. Ready to tick this view off your bucket list? Who’s coming? #DaintreeRainforest 💚 🤍
🎥 @mpezardsnell
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @portdouglasdaintree #portdouglasdaintree @destinationdaintree
ID A series of drone shots that sweep across the Daintree Rainforest and Cape Tribulation Beach.

Your table awaits at @daintreeecolodge 🌿🍽️ ...so, which meal would you choose - breakfast or dinner? Tell us in the comments 👇
📷 @dazandcecil
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia@queensland @australia @portdouglasdaintree #portdouglasdaintree
ID: This series of images show a couple enjoying a meal at a secluded outdoor dining area surrounded by rainforest. The woman, smiling, is seated across from a man in a relaxed, natural setting. Their table is well-appointed with a variety of breakfast items including juices, fruits and pastries. The photos also show a dining experience with a tropical cocktail.

POV: You found a quiet place in a loud world… 🌿 @rosegumswildernessretreat offers eco-friendly treehouses nestled within the southern @athertontablelands, where wildlife and ancient rainforest meet.
📸 @rosegumswildernessretreat
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia #athertontablelands
ID: This video presents a glimpse into a quiet stay at Rose Gums Wilderness Retreat. It starts with a breakfast spread on a balcony overlooking dense rainforest, moves to a cosy dining area framed by green views, and finishes with a cassowary casually strolling by.

⛰️ Experience the summer splendour of #Ngarrabullgan #MountMulligan on the @athertontablelands where seasonal rain brings cascading waterfalls and vivid landscapes. Plan your stay at @mountmulliganlodge and see this natural wonder for yourself.
🎥 @maddiemcnaughty
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @visitmareebashire #visitmareebashire
ID: This video showcases aerial views of Ngarrabullgan (Mount Mulligan) during summer, featuring its vast rock face with cascading waterfalls and dense surrounding rainforest, all vibrant from recent rainfall.

Do you like your tea on the light or dark side? ☕🪐💫 Sip, snack and step into a galaxy far, far away (also known as @pullmancairnsinternational ✨ Find the foodie within with Yoda-inspired macarons and Wookiee-worthy treats. May the high tea be with you.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @pullmancairnsinternational
ID: The video captures a lively Star Wars-themed event where guests interact with characters like Stormtroopers and engage in lightsaber duels. It features scenes of themed decor, playful interactions, and Star Wars-inspired food, all set against a vibrant galactic backdrop, creating an immersive party atmosphere.

🐢🌊 Peer into the crystal-clear waters of the #GreatBarrierReef where sea turtles and playful clownfish make you wish you had gills too. Who’s ready to say hi to these underwater locals? 🙌
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
🎥 @jadeexplores
ID: This video captures the underwater beauty of the Great Barrier Reef, showcasing close encounters with marine life like turtles and clownfish in their natural habitats.

When you realise you are the cutest local at #GraniteGorgeNaturePark. The Mareeba rock-wallabies are an endemic species, meaning you won’t find them anywhere else in the world - just another reason this spot is so special.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @visitmareebashire
🎥: @markdorophotography
ID: A close-up video of a rock wallaby at Granite Gorge, Atherton Tablelands. The wallaby is chewing with an adorably contended expression. The background features rocky terrain, blending into its natural habitat

Came for the views… left with something greater. 🌿 Signed, a postcard from @tropicalnorthqueensland 💌
With @silkyoakslodge as your base, enjoy slow days sailing with @sailawayportdouglas , walking with #KukuYalanji guides at @mossmangorge , and drifting with @backcountryblissadventures . 👣 Luxury, the #Sustainable way.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @portdouglasdaintree
ID: A reel showcasing a luxury eco-certified escape. Scenes include treetop a stay at Silky Oaks Lodge, dining, and relaxing by the pool and spa. A guided cultural walk through Mossman Gorge, cycling through tropical landscapes and visiting a coconut plantation. Sunset over the Port Douglas Marina, an afternoon sail with Sailaway, and drifting down a rainforest river with Back Country Bliss.
