VISION

To showcase the Whitsundays as the globally recognised Great Barrier Reef destination.

AIM

To increase overnight visitor expenditure from $956 million (2018 actual) to $1.53 billion (2025 base target) through continuation of trend 2014/2018 or to $2.14 billion (2025 stretch target) through increased average length of stay and average daily spend.

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8 KEY ACTION AREAS

1. One Whitsundays
2. Access
3. Product Development
4. Experience Development
5. Brand and Marketing
6. Events
7. Risk Management
8. The Environment

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CONTAINING

38 detailed actions

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MEASURED BY

39 KPI’s