The Region

The Whitsundays is in the heart of the Great Barrier Reef, 150km north of Mackay and 200km south of Townsville. The region stretches from Proserpine in the south to Bowen in the north; west from Collinsville and east to Airlie Beach and the Whitsunday islands, an archipelago of green islands and sandy atolls surrounded by tropical blue waters.

Hero Experiences

In conjunction with destination stakeholders, destination 'Hero Experiences' have been identified for the Whitsundays; 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 Whitsundays ‘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 the Whitsundays will be globally recognised as one of the world’s leading tropical island and marine leisure holiday destinations.

Brand Promise 

Feel the wonder of Australia’s island paradise. 

Themes 

TIER 1: Diverse Island Paradise 
TIER 1: Iconic Landscapes in the heart of the Great Barrier Reef 
TIER 2: Sailing, Flying, Snorkelling and Diving 
TIER 2: Airlie Beach and Mainland


For more information on the Whitsundays, download a copy of the Destination Tourism Plan