Tourism Tropical North Queensland (TTNQ) has teamed up with Expedia to launch the ‘Guardian of the Reef’ platform, encouraging reef-positive travel choices while rewarding travellers for learning about the Great Barrier Reef’s conservation efforts.
Tourism Tropical North Queensland (TTNQ), in partnership with Expedia, has introduced ‘Guardian of the Reef,’ a new platform designed to promote reef-positive travel choices and reward participants who engage with educational content about the Great Barrier Reef.
Travellers can visit the new website to watch short videos on the reef’s health and conservation initiatives, earn coupons for Expedia bookings and have the chance to win exclusive reef experiences, such as staying at Reefstay, Australia’s first underwater accommodation.
Participants then reach the ‘ocean floor’ where they can go in the draw to win a trip to the Great Barrier Reef and unlock exclusive experiences. These include staying at Australia’s first underwater accommodation, Reefstay with Cruise Whitsundays, and joining a Master Reef Guide for a private guided Snorkel Safari.
Developed in consultation with the Great Barrier Reef Marine Park Authority (Reef Authority), Guardian of the Reef blends science and environmental education with Indigenous wisdom and sustainable products to help travellers learn more about the health of the Great Barrier Reef and conservation initiatives.
The program stays with the customer from planning to travelling and continues after their visit to ensure they are an active part of its conservation.
The Great Barrier Reef is home to 142 eco-certified operators, the highest number in Australia. These operators make up 30 per cent of Ecotourism Australia’s eco-certified operators. The Guardian of the Reef platform will link travellers with operators certified through Ecotourism Australia, EarthCheck, or the Zoo and Aquarium Association.
TTNQ Chief Executive Officer Mark Olsen said the Guardian of the Reef platform would help travellers understand the issues on the Reef and how they can give back to Reef research and conservation simply by visiting the Great Barrier Reef.
“The opportunity to win a trip to the Great Barrier Reef and discounts for Great Barrier Reef experiences booked through Expedia are among the rewards for travellers who take the time to understand the Reef’s natural and cultural significance. Understanding your impact on the Reef is the first step to acting with greatness.”
Marine Biologist Dr Eric Fisher highlighted the program’s potential, noting how the “See it. Love it. Protect it.” mantra reflects the importance of tourism in the reef’s conservation efforts. With only 7% of the reef used for tourism, visitors contribute to protection efforts through an AU$8 Environmental Management Charge, which supports reef management and crown-of-thorns starfish control programs.
As part of the partnership with TTNQ, Expedia will donate US$50,000 to the Great Barrier Reef Foundation to further support the regeneration of the Great Barrier Reef and existing conservation efforts.
The Tourism Tropical North Queensland project also received grant funding from the Australian Government under the International Tourism Recovery Program administered by Austrade.
An integrated campaign in the United Kingdom and the United States of America will include social media, direct electronic mail, display ads, and earned media. Traffic will be driven to the dedicated Guardian of the Reef learning hub, while Tourism and Events Queensland will amplify the campaign with Expedia in the Australian market.
Patricia O’Callaghan, CEO of Tourism and Events Queensland, underscored the life-changing impact of visiting the Great Barrier Reef and hopes the campaign will inspire more people to experience and appreciate its beauty firsthand.
“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 can come and experience it for themselves.”
For more information, head to: www.expedia.com.au/see/guardian-of-the-reef
