Southern Great Barrier Reef Named Finalists For Excellence In Tourism Awards For The Second Year Running

The Southern Great Barrier Reef (SGBR) has been announced as a finalist in "Partner of the Year" category of the Australian Tourism Export Council (ATEC) Awards for excellence in destination marketing for the second year running.

The ATEC Awards celebrate excellence and innovation in the Australian tourism export sector, and the new award acknowledges significant destinations who demonstrate international attractiveness, trade investment and readiness, and strong leadership with a focus on 'hunting in packs'.

These qualities have been at the heart of the Southern Great Barrier Reef since the formation of the pioneering partnership between Regional Tourism Organisations Bundaberg Tourism (BT), Gladstone Area Promotion and Development Limited (GAPDL), and Capricorn Enterprise (CE) more than a decade ago to grow the region’s domestic and international visitation and reputation as the start of the Great Barrier Reef.

The strategic partnership across one of Australia's most ecologically significant and exciting emerging leisure destinations delivers international marketing activity, business and industry development, mentoring and training for operators, and extensive communication and relationship building with distribution partners worldwide thanks to financial contribution and effort from the RTOs, the region’s tourism operators, and stakeholders.

Over the past year alone, the SGBR partnership has:

• Attended 6 inbound roadshows, trade and media across Australia, New Zealand and Europe, engaging with hundreds of key trade partners and media professionals.

• Supported 10 new-to-trade operators through mentoring and training, leading to a 75% increase in the number of trade-ready operators since 2018.

• Curated destination content for in-market campaigns with Travel Essence Germany and Audley Travel UK.

• Delivered strategic communications to over 2000 distribution partners.

• Represented the destination on national and state tourism trade distribution committees.

• Delivered online training on the destination to the reservations staff of key inbound trade partners.

• Facilitated commercial relationships between trade partners and trade-ready operators, with the region now represented by over 50 major domestic and international distributors

• Welcomed and hosted multiple trade and media representatives across the SGBR.

(Team SGBR at the 2024 Australian Tourism Exchange)

Katherine Reid, Bundaberg Tourism CEO said, “We are truly honoured to once again be nominated as a finalist for ATEC’s Tourism Partner of the Year Award. This recognition is a testament to the ongoing dedication and collaboration between our tourism operators, partners, and the Southern Great Barrier Reef team in inspiring visitors from across the globe to experience the destinations natural beauty and world-class offerings for themselves.

Nicola Smith, GAPDL CEO said, "We are a small and emerging region with limited resources, so we have worked tirelessly to cultivate valuable relationships and to position the SGBR alongside some of the nation's most recognisable and desirable destinations, of which we are so proud to be shortlisted beside.

Mary Carroll, Capricorn Enterprise CEO said “The successes of the SGBR destination are a testament to the dedication and passion of our collaborative teams across the three RTOs and that of our incredible industry who are the whole reason we exist as organisations and who are in partnership with us every step of the way.”

“With all three of our regions within the Southern Great Barrier Reef achieving Eco Destination Accreditation, we take pride in promoting and supporting sustainability along our diverse coastline, as well as our stunning islands and reefs to ensure they remain protected for future generations.”

The ATEC Awards ceremony will take place on October 30 at ATEC’s flagship tourism trade engagement event, Meeting Place, on the Gold Coast, where the winners will be revealed. Finalists alongside the Southern Great Barrier Reef include Destination NSW, Tourism NT, Tourism Tasmania, Brisbane Economic Development Agency, Tourism Whitsundays and Go Beyond Melbourne.