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| Great Barrier Reef |
Tourism Tropical North Queensland (TTNQ) has partnered with Expedia in the United States and the United Kingdom to launch a world-first platform promoting reef-positive travel choices. Tourism and Events Queensland has extended the campaign into Australia with Expedia.
TTNQ CEO Mark Olsen said the Guardian of the Reef platform would help people to understand that visiting the Great Barrier Reef is the best thing they can do to help it.
“It was developed in consultation with the Great Barrier Reef Marine Park Authority, blending science and environmental education with Indigenous wisdom and sustainable tourism experiences,” he said.
“The Guardian of the Reef platform links travellers to operators certified through Ecotourism Australia, Earthcheck and the Zoo and Aquarium Association while helping them to understand that they contribute financially to the Reef's future through an $8 Environmental Management Charge.
“The launch coincides with the release of University of Queensland research this week that found informing visitors to the Great Barrier Reef about the impact of climate change encouraged them to take climate action.
“The work by Dr Yolanda Waters from UQ's School of the Environment was conducted on reef boats and shows there is an opportunity for tourism operators to enhance visitor experiences advancing climate action.
“For those who have yet to visit the Reef, the Guardian of the Reef platform has a series of short educational videos and fast facts discussing the issues facing the Great Barrier Reef and how to treat this World Heritage area with respect.
“Travellers work through these for coupon rewards to use with Expedia bookings on the Great Barrier Reef.
“They could win a trip to the Great Barrier Reef and unlock exclusive experiences such as a private Master Reef Guide tour at Australia's first underwater accommodation, Reefstay with Cruise Whitsundays.
“Tourism Tropical North Queensland has undertaken this project with the grant funding received from the Australian Government under the International Tourism Recovery Program administered by Austrade.”
Becoming a Guardian of the Reef means you're not just a traveller, but a champion for our oceans who:
- Supports local sustainable business
- Appreciates cultural significance
- Treats the Reef with respect
- Understands the issues.
Marine Biologist and Master Reef Guide for GBR Biology/Reef Unlimited, Dr Eric Fisher said: “This world-first program gives global reach to the mantra of See it. Love it. Protect it. Our Great Barrier Reef operators see this every day when their passengers walk away from their Great Barrier Reef experience with a new appreciation of the diversity and beauty of the world's largest ecosystem and a greater understanding of the current health of the Reef.”
Reef Authority General Manager Strategic Policy and Partnerships, Fred Nucifora said tourism had long been at the forefront of conservation, with dedicated reef operators collaborating closely with the scientific and management communities to ensure the Great Barrier Reef remained the best managed reef on Earth. The Reef Authority works closely with Traditional Owner groups along the Great Barrier Reef to maintain a strong connection to land and sea country.
“Tourism activities take place on just 7 per cent of the Great Barrier Reef, with each visitor contributing to its conservation through an Environmental Management Charge of AU$8. This fee supports vital efforts such as the management of the marine park, control programs for the crown-of-thorns starfish, and various education and conservation initiatives.”
As part of the partnership with TTNQ, Expedia will make a US$50,000 donation to the Great Barrier Reef Foundation, to further extend the support in the regeneration of the Great Barrier Reef and the existing conservation efforts.
Vice President of Global Social Impact & Sustainability for Expedia Group, Aditi Mohapatra said: “Expedia Group's recent Sustainable Travel Study revealed that 90 per cent of travelers prioritize sustainability, indicating their concern about the environmental impact they leave behind. To help, Expedia is partnering with Tourism Tropical North Queensland to offer an interactive way to learn about and support the Great Barrier Reef while earning travel discounts along the way.
“We believe travel is a force for good and we are proud to support the Great Barrier Reef Foundation with a donation to advance reef conservation.”
An integrated campaign in the United Kingdom and United States of America will include social media, direct electronic mail, display ads and earned media will drive traffic to the dedicated Guardian of the Reef learning hub, while Tourism and Events Queensland will amplify the campaign with Expedia in the Australian market.
Queensland Tourism Minister Michael Healy said: “I've spent a significant part of my career promoting the Great Barrier Reef. It is one of the most iconic, spectacular and vulnerable natural wonders on the planet.
“We can always do more to protect and conserve the Reef. By encouraging more people to visit the Reef, it helps build global support to save our prized asset.
“Master Reef Guides play a pivotal role in education, awareness and monitoring of this 2,300km-long coral Reef ecosystem.
“We also turned the Reef into the state's biggest classroom through the Great Barrier Reef Education Program with more than 30,000 students visiting the Reef since the program started in June 2021.
“The more Guardians of the Reef we can get, the better.”
Tourism and Events Queensland CEO, Patricia O'Callaghan said seeing the Great Barrier Reef was often life-changing for visitors.
“More than two million visitors to the Reef every year see and learn first-hand some of the incredible initiatives taking place on the Reef and enjoying its beauty leaves those visitors absolutely wow-ed.
“By taking the stories of the Reef out to the world, we hope to drive more understanding and appreciation of the Reef, so that more visitors to come and experience it for themselves.”
Minister for Trade and Tourism, Senator Don Farrell said: “The Guardian of the Reef initiative was made possible with funding under the Australian Government's $15 million International Tourism Recovery Grants program.
“The Reef is one of the world's great natural wonders and a major tourism drawcard for Australia, supporting 64,000 local jobs.
“The Australian Government has committed an unprecedented level of investment in conservation and protection measures to ensure a healthy future for the Reef.
“It's important that visitors understand how amazing the Reef is, how much Australia values it as a national treasure, and how committed we are to protecting it.
“I applaud Tourism Tropical North Queensland (TTNQ) and other partners for helping share that message through the 'Guardian of the Reef' initiative.”
This Tourism Tropical North Queensland project received grant funding from the Australian Government under the International Tourism Recovery Program administered by Austrade.
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