With overtourism concerns spread across the world, sustainability and conservation of natural areas at risk, and coral bleaching being a direct consequence of global warming, more tourists at the Great Barrier Reef seems counterintuitive.
However, a new campaign launched by Tourism Tropical North Queensland (TTNQ), the official Regional Tourism Organisation of Cairns and Great Barrier Reef, in partnership with Expedia in the US, UK and Australia, says that tourists to the UNESCO World Heritage site in fact help conservation efforts, especially when opting for certified sustainable tours.
So, the two companies created a “world-first platform promoting reef-positive travel choices that reward travellers for learning about the Great Barrier Reef”. 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”, TTNQ explains.
Becoming a Guardian of the Reef means you’re not just a traveller, but a champion for our oceans.
TTNQ
“Tourism activities take place on just 7% of the Great Barrier Reef, with each visitor contributing to its conservation through an Environmental Management Charge of AU$8 (€4.8). This fee supports vital efforts such as the management of the marine park, control programs for the crown-of-thorns starfish, and various education and conservation initiatives”, said Reef Authority General Manager Strategic Policy and Partnerships, Fred Nucifora.
Travellers can visit the newly launched website and work through a series of short educational videos and facts, each with a coupon reward system to use with Expedia bookings on the Great Barrier Reef. Participants then reach the ‘ocean floor’ where they can enter a draw to win a trip to the Great Barrier Reef and unlock exclusive experiences, such as staying at Australia’s first underwater accommodation or a private guided Snorkel Safari with a “Master Reef Guide”.
We can always do more to protect and conserve the Reef. By encouraging more people to visit the Reef, it helps build global support to save our prized asset.
Michael Healy, Queensland Tourism Minister

The Great Barrier Reef is home to 142 eco-certified operators, the highest number in Australia, making up 30% 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, and 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.
TTNQ Chief Executive Officer Mark Olsen said the Guardian of the Reef platform would help travellers 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. “The educational website will teach travellers about the initiatives underway to protect the Great Barrier Reef for future generations and encourage them to book an eco-certified experience to be part of the Reef conservation efforts”, he argued.
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. “We believe travel is a force for good and we are proud to support the Great Barrier Reef Foundation with a donation to advance reef conservation”, said Expedia Group Vice President of Global Social Impact & Sustainability, Aditi Mohapatra.