Two campaigns showcasing the Great Barrier Reef have earned top global recognition, with Tourism Tropical North Queensland picking up Initiative of the Year at the Regenerative Travel Impact Awards 2025.
The Guardian of the Reef and The Lifetime of Greatness Project were celebrated for placing regeneration and community outcomes at the centre of their work. Judges cited measurable impact, education and strong industry partnerships.
Tourism Tropical North Queensland CEO Mark Olsen said the projects demonstrated how visiting the World Heritage reef can help secure its future.
“It is a great honour for these ground-breaking marketing projects to be recognised for their role in redefining what meaningful action can achieve for people, communities and ecosystems,” he said.
“TTNQ united Great Barrier Reef tourism operators in October 2024 to launch Guardian of the Reef to show that experiencing the Reef is one of the most powerful ways to protect it. Once people see it, they love it and want to protect it.
“Developed in partnership with the Expedia Group, TTNQ created a word-first learning and booking platform connecting travellers to products certified by EarthCheck or EcoTourism Australia.
Launched globally on Earth Day in April 2025, Olsen said the Lifetime of Greatness Project (alifetimeofgreatness.com) nominated the Great Barrier Reef as the first non-human recipient of the United Nations Environment Program’s Champions of the Earth Lifetime Achievement Award.
“Supported by scientists, First Nations ambassadors, schools, government agencies, Reef advocates and industry leaders, the initiative generated 1.3 million supporters and reframed the Reef as a living entity worthy of the world’s highest environmental honour,” he stated.
“It highlighted the Reef’s ecological, cultural and economic value, while underscoring how tourism and science together drive regenerative outcomes.
“Made possible through the Federal Government’s International Tourism Recovery Program, TTNQ’s sustainability initiatives reached audiences 297 billion times through global PR and paid media.
“Guardian of the Reef generated more than $32 million in economic benefit for Reef communities and delivered over $75,000 directly to conservation programs.
The Lifetime of Greatness Project has gained traction and previously won the Richard Power Award for Tourism Marketing.
“Through these initiatives TTNQ reinforced its position as a global leader in sustainable tourism marketing, demonstrating that responsible travel is not only compatible with conservation, but also integral to it,” Olsen said.
The full list of winners and finalists can be viewed at www.regenerativetravel.com.
KARRYON UNPACKS: Awards are nice, but impact is better – and this result says both are happening on the Reef. For agents, it’s another proof point that responsible travel stories resonate with clients. Travellers increasingly want holidays that give back, not just do less harm.
