The Region

Tropical North Queensland offers the Great Barrier Reef and tropical rainforest experiences, combining adventure and relaxation within some of the greatest environmental wonders of the world.


The Tropical North Queensland region is a large area that extends from Mission Beach/Tully in the south to Cape York and the Torres Strait in the north and Gulf Savannah in the west. The region includes Cairns, Kuranda, the resort islands of the Great Barrier Reef from Dunk to Lizard in the east, and the World Heritage listed Daintree Rainforest.

Hero Experiences

In conjunction with destination stakeholders, destination 'Hero Experiences' have been identified for Tropical North Queensland; they are those world class iconic experiences that:

  • provide a destination with a real competitive edge over other destinations
  • focus on what is truly unique or memorable or engaging about a destination
  • meet the needs of our target markets

Hero experiences are those world class iconic experiences that: provide a destination with a real competitive advantage over other destinations, focus on what is truly unique or memorable or engaging about a destination, and meet the needs of identified target markets. 

Why Hero Experiences? 

Focusing on a destination’s ‘hero experiences’ is: responding to the demands of our domestic and international visitors, designed to gain a competitive advantage over other destinations, and an opportunity to focus the efforts of tourism stakeholders and create partnerships. The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth. 


The Tropical North Queensland ‘Hero Experiences’ have been developed to deliver the region’s 2020 tourism vision, brand promise, and the ‘themes’ that underpin the vision and brand. 

Vision

By 2020 Tropical North Queensland will be globally recognised as the world’s leading tropical holiday destination and the gateway to adventure amongst the natural wonders of the World Heritage Listed Great Barrier Reef and Wet Tropics Rainforest. 

Brand Promise 

Feel the natural exhilaration of an Australian Tropical Adventure. 

Themes 

    • Great Barrier Reef 
    • The world’s oldest tropical rainforest 
    • Tropical lifestyle and culture 
    • Adventures 
    • Aboriginal and Torres Strait Islander people

For more information on Tropical North Queensland, download a copy of the Destination Tourism Plan.