Tourism Tropical North Queensland (TTNQ) has partnered with Expedia in the United States, the United Kingdom and Australia to introduce "Guardian of the Reef", a new platform promoting reef-positive travel choices that reward travelers for learning about the Great Barrier Reef.
Travelers can visit the newly launched website and work through a series of short educational videos and fast, each with a discount reward system to use with Expedia bookings on the Great Barrier Reef. 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, to join 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 travelers learn more about the health of the Great Barrier Reef and conservation initiatives.
Travelers who care for the oceans, support local sustainable businesses, appreciate cultural significance, treats the Reef with respect and understand the issues, are likely to become "Guardian of the Reef".
The program stays with the customer from planning to traveling 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, making up 30 percent of Ecotourism Australia’s eco-certified operators. The "Guardian of the Reef" platform will link travelers 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 travelers to understand the issues on the Reef, and how they can give back to Reef research and conservation simply by visiting the Great Barrier Reef.
Eco-certified experiences listed on the platform include citizen science tours like Be a Marine Bio with Passions of Paradise, the Lady Musgrave Experience zero carbon footprint pontoon and a Tropic Wings electric bus tour to see World Heritage rainforest.
Reef Authority General Manager Strategic Policy and Partnerships, Fred Nucifora said tourism had long been at the forefront of conservation, with dedicated reef operators collaborating closely with the scientific and management communities to ensure the Great Barrier Reef remained the best managed reef on Earth. The Reef Authority works closely with Traditional Owner groups along the Great Barrier Reef to maintain a strong connection to land and sea country.
As part of the partnership with TTNQ, Expedia will make a US$50,000 donation to the Great Barrier Reef Foundation, to further extend the support in the regeneration of the Great Barrier Reef and the existing conservation efforts.
Vice President of Global Social Impact & Sustainability for Expedia Group, Aditi Mohapatra said: “Expedia Group’s recent Sustainable Travel Study revealed that 90 percent of travelers prioritize sustainability, indicating their concern about the environmental impact they leave behind. To help, Expedia is partnering with Tourism Tropical North Queensland to offer an interactive way to learn about and support the Great Barrier Reef while earning travel discounts along the way.”
An integrated campaign in the United Kingdom and United States of America will include social media, direct electronic mail, display ads and earned media will drive traffic to the dedicated Guardian of the Reef learning hub, while Tourism and Events Queensland will amplify the campaign with Expedia in the Australian market.
This Tourism Tropical North Queensland project received grant funding from the Australian Government under the International Tourism Recovery Program administered by Austrade.
For more information, visit https://www.expedia.com/see/guardian-of-the-reef
Related Stories
Club Med Launches Revamped Website for the U.S. and Canada
BranchUp Adds Custom Instagram Content for Travel Advisors