Tourism is the Whitsunday Region’s largest employer, accounting for approximately 40% of jobs and it is the second-largest contributor to the region’s industry value-added behind mining.
There are opportunities to expand the tourism offer beyond the Whitsunday Islands and Airlie Beach to a broader land-based visitor experience, particularly targeting the domestic drive market. There are also opportunities to build on the region’s rich indigenous and European history and cultural heritage, industrial and agri-tourism, food tourism and nature-based experiences.
Growing existing markets and capturing new opportunities for growth will be achieved through a coordinated approach to marketing, infrastructure provision and destination management.