Tourism Whitsundays (TW) today announced the launch of the Reforest Regenerative Destination Program, a new initiative that will make it easy for tourism businesses and visitors to plant trees and restore local ecosystems right here in The Whitsundays, helping position the region as a leader in responsible destination stewardship.
In partnership with Reforest, a technology-driven ecosystem restoration platform, and Reef Catchments, the region’s trusted natural resource management body, the program gives hotels, tour operators, event venues and visitors a simple, meaningful way to give back to the region they love. Businesses can sign up for free and integrate local restoration into their products and services. Visitors can see the direct impact of their contribution and choose to do even more.
The result is a destination-wide commitment to leaving The Whitsundays better than we found it.
Tourism Whitsundays is co-funding the program and the partnership with Reforest was itself made possible through TW’s recently announced relationship with global water sports apparel brand Zhik, which continues to drive meaningful outcomes for the destination.
A local program ambassador will be appointed to champion the initiative on the ground, giving industry and community a trusted point of contact as the program grows.
Tim Booth, CEO, Tourism Whitsundays, said:
“The Whitsundays is one of the most extraordinary natural environments on earth and we have a responsibility to protect it. This program is about turning the power of tourism into a genuine force for good, giving every business, every event and every visitor the chance to leave this place better than they found it.
“We are proud to be leading this alongside Reforest and Reef Catchments, and we look forward to the industry and our community getting behind it.”
Daniel Walsh, CEO & Co-Founder, Reforest, said:
“We are thrilled to be working with Tourism Whitsundays and Reef Catchments to activate a local regenerative tourism and events program for this incredible destination.
“As the global tourism industry comes under increasing pressure to show measurable positive impact on not just local economies but also environments and communities, leadership like this from the Whitsundays will really help show others what is possible.”
Katrina Dent, CEO, Reef Catchments, said:
“This partnership with Tourism Whitsundays and Reforest builds on Reef Catchments’ strong, long‑standing relationships with the tourism sector, making it simple for businesses and visitors to contribute to restoring local ecosystems.
“By working together, we’re empowering tourism operators and their guests to play a direct role in safeguarding the natural environments they come to experience. It’s a simple, meaningful way to give back while supporting long‑term ecosystem health across the region.”
Rodney Payne, CEO, Destination Think, said:
“What Tourism Whitsundays is doing here matters well beyond this region. It reflects the kind of leadership we’re seeing from across the Collective: moving from minimizing harm to actively restoring the places tourism depends on.
“What makes this powerful is not just the act of protecting ecosystems, but how this can change the narrative. This is about embedding restoration into the visitor economy in a way that is visible, local and credible – so every business and every visitor can be part of leaving places better than they found them. That’s what makes this initiative a model for what tourism can be.”
Program Timeline
The program is already underway, with the following key milestones:
- April 2026 — Kick-off, key stakeholder engagement and project identification
- April – June 2026 — Project scope and funding agreed; project verification, content development and platform activation
- April – May 2026 — Destination Dashboard and technology customisation
- May – June 2026 — Industry onboarding, ambassador training and launch preparation
- Late June 2026 — In-person industry launch event
- July 2026 onwards — Ongoing project updates, industry webinars and program communications
