Tourism Tropical North Queensland (TTNQ) is hoping a little emotional ownership between tourists and the Great Barrier Reef will help save the iconic attraction.
The tourist bureau has unveiled a new global campaign to be launched in December, which invites tourists to become citizens of the Reef.
Chief Executive, Alex de Waal, said the campaign is designed to help promote the health of the Reef by creating a “symbiotic relationship” between the attraction and visitors.
“The campaign aims to empower current and future generations of the world with the knowledge, experience and ability to protect and enjoy the Great Barrier Reef.”
Alex de Waal, TTNQ Chief Executive
The campaign will be centered around an online platform where tourists will have access to Reef education, conservation, tourism resources, activities, partners, benefits and participation opportunities. They’ll also be able to use the central platform to apply for Citizenship membership.
All funds raised from the initiative will be donated and invested in research projects.
Waal noted that people of all nationalities can participate by “emotionally and financially” buying into the “protection, promotion and enjoyment of this World Heritage area”.
“This Gateway will be digitally interactive and provide a view to the Great Barrier Reef on the horizon.”
Alex de Waal, TTNQ Chief Executive
“It will be highlighted in all campaign activity to encourage visitors to photograph this iconic sculpture and engage in social media communication about their visit to the Reef.”
Leaders like Jean-Michel Cousteau and Barack Obama will be approached to lead the campaign’s social media engagement and the co-founder and founding CEO of Earth House, Andy Ridley, has been asked to support the development and implementation of the program.
Earlier this month, Sir Richard Branson signed up to help save the Reef, by joining up with Greening Australia and Virgin Australia to launch a new initiative called ‘Reef Aid’. The program aims to reduce the attraction’s soil erosion and restore water quality.