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Travel & Experiences



After 12 months of extensive community and global consumer research, workshops, online surveys and development, Tourism Whitsundays together with the Whitsunday Regional Council today unveiled the exciting new destination brand. The time has come to bid farewell and thank '74 Island Wonders' and welcome in a new era.

Tourism Whitsundays CEO Tash Wheeler believes the new brand really celebrates what locals and visitors love about the region.

“We're very proud of what we have developed. When we embarked on this journey one of the priorities was developing a destination brand that would unite all aspects of our wonderfully diverse region. 

“We have launched something that all corners of the region can feel a part of, but also packs a punch in key domestic and international markets.

“We're thankful to be working with a such a supportive Council that recognised the need for a new brand direction for The Whitsundays,” she said.

Through the research it was identified that The Whitsundays community see the region as the heart of many things, adventure, sailing, island escapes, events, agriculture, history, beaches with the standout being The Heart of the Great Barrier Reef.

Tourism Whitsundays CEO Tash Wheeler also noted this brand really marries The Whitsundays to the Great Barrier Reef.

“The Great Barrier Reef is truly one of the world's natural wonders, it's a great drawcard for domestic and international visitation and this brand gives The Whitsundays the opportunity to really celebrate and own that we are The Heart of the Great Barrier Reef. And to showcase what measures the industry and region are taking in sustainable tourism. The new branding allows us to take that title.”

The new branding direction encompasses the heart of all the diverse townships from Airlie Beach, Bowen, Collinsville, Islands and Proserpine. It gives the opportunity to celebrate what makes The Whitsundays special.

Mayor Andrew Willcox said a new brand was an important marketing platform to attract and connect every visitor to the Whitsundays.

“Equally as important, a good brand connects with every town and person living in the Whitsundays,” he said.

“This new brand has the ability to not only unite the region, but also give each township its own voice within the overarching Whitsundays brand.

“If Council, Tourism Whitsundays, industry and community unite to own and use this brand then it is a no brainer that tourism numbers, and the economic benefits they bring, will grow across the whole Whitsunday region,” Mayor Willcox said.

Glenn Bourke, CEO Hamilton Island is delighted with the new brand direction.

“The Whitsunday Islands offer the very best of what Australia has to experience and some of the most pristine natural landscapes in the world. In addition to the wide array of water and land-based activities available throughout the region, visiting the Great Barrier Reef remains synonymous with a holiday to the Whitsundays. Hamilton Island is delighted to see such a pivotal part of the Whitsundays incorporated into the new regional brand. “

Tourism Whitsundays adamantly believes this new brand direction can be adapted by every town, event, tour operator, accommodation, restaurant, and island resort throughout the region. For more information please contact Tourism Whitsundays.

About Tourism Whitsundays: Tourism Whitsundays (TW) is the organisation responsible for destination marketing and visitor attraction for the Whitsunday region. It is the lead agency recognised by Tourism and Events Queensland and the Whitsunday Regional Council to lead the promotion of the region as a tourism destination. Tourism Whitsundays markets all aspects of the region including the Great Barrier Reef, Whitsunday Islands and Coast, accommodation, boating and sailing, fishing, touring, recreational activities, adventure, dining, shopping, weddings and honeymoons, conferencing and business events.

By Liza Muller

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