Cairns Is More Than the Great Barrier Reef

Sunday, September 6, 2026

Cairns and the Great Barrier Reef are stepping into the spotlight across Southeast Asia, with Tourism Tropical North Queensland seeing growing potential in travellers seeking a different side of Australia—one shaped by extraordinary nature, adventure and laid-back experiences rather than only city breaks.

Speaking about the region’s strategy at Australia Marketplace Southeast Asia, Sam Sakamoto of Tourism Tropical North Queensland highlighted the value of connecting directly with leading travel partners across the region. For Cairns, the opportunity goes far beyond promoting the Great Barrier Reef. The destination brings together two UNESCO World Heritage sites—the Great Barrier Reef and Wet Tropics Rainforest—alongside thousands of bookable experiences designed for different travel styles.

Sakamoto describes the destination through a simple ABC proposition: Adventure, Barrier Reef and Chill. From skydiving, whitewater rafting and rainforest trekking to island escapes, outer-reef snorkelling and scenic helicopter flights, Cairns offers an unusually broad spectrum of experiences. Travellers can also slow down with rainforest rail journeys, wildlife encounters, stargazing and scenic drives across the Tablelands and Outback.

For Malaysian and Southeast Asian visitors who may be discovering Cairns for the first time, the region offers an opportunity to combine Australia’s vibrant urban destinations with its spectacular natural environment. Yet, according to Sakamoto, the destination’s strongest memory may ultimately come from its people—the warmth, safety and genuine hospitality that make visitors feel less like tourists and more like welcomed guests.

With its “See Great, Leave Greater” philosophy, Cairns is positioning itself as a place where travellers can experience more, unwind naturally and leave with a reason to return.

1. How important is Australia Marketplace Southeast Asia for introducing Cairns and the Great Barrier Reef to travellers and travel partners in this region?

Australia Marketplace Southeast Asia is a valuable opportunity for us to increase awareness of Cairns and Great Barrier Reef among leading travel agents from across Southeast Asia. Being able to meet so many key partners in one location is a significant advantage. Southeast Asia is a market with enormous potential, not only for Australia as a whole but also for the Cairns & Great Barrier Reef region.

• Cairns and the Great Barrier Reef may still be new to many Malaysian and Southeast Asian travellers. What do you think would surprise them most about the destination?

For many travellers from Southeast Asia, Cairns is still a relatively new destination, and it offers a very different side of Australia compared with cities like Sydney or Melbourne. What often surprises visitors most is that our region is home to two UNESCO World Heritage sites (Great Barrier Reef & Rainforest) provides 2,500 bookable products. We like to describe Cairns as the city of Green and Blue where lush rainforest meets the spectacular reef.

• You describe the region as ABC; Adventure, Barrier Reef and Chill. What experiences best represent each part?

Absolutely. We believe the Cairns & Great Barrier Reef region can be summed up by ABC – Adventure, Barrier Reef and Chill.

Adventure

1. We have Soft adventure such as hot-air ballooning, fishing
2. Extreme Adventure such as Skydiving, Whitewater Rafting
3. Rainforest Adventure such as Trekking through Waterfalls, River Drifting

Barrier Reef 

1. Island stay reef experience such as Green Island, Fitzroy Island, Frankland Islands…enjoy half day, full day experiences
2. Outer reef experience by doing Snorkelling-tour, Intro-diving, Helmet-diving, surrounded by beautiful and colourful corals and tropical marine life
3. Dry reef experiences – great for young children or for those who prefer not to get into the water – Semi-Submarine, Helicopter Scenic flight, Underwater Observation

Chill

1. Relaxed journeys on the move – Skyrail Rainforest Cableway, Kuranda Scenic Rail, Army Duck, Crocodile Cruises
2. Exclusive encounters – great for children to meet rare and iconic wildlife such as Cassowary, Tree-Kangaroo, Ulysses Butterfly (Lucky charm, locals say that seeing a Ulyssess three times a day brings good luck!)
3. Unwind beyond the ordinary – Star Gazing, Endless landscapes in Outback/Tableland/Drive

• Apart from the Great Barrier Reef, what other experiences would you recommend to someone visiting Cairns for the first time?

I would definitely recommend exploring our other UNESCO World Heritage site – The Wet Tropics Rainforest. It offers a completely different but equally unforgettable experience. However, holidays are about more than just sightseeing. One of the things that makes Cairns truly special is its people. Locals are warm, friendly and welcoming, and even a simple conversation can become a memorable part of your journey. I believe the genuine hospitality of the people of Cairns is just as much a highlight as the Great Barrier Reef or the rainforest.

• What opportunities do you see for attracting more travellers from Malaysia and Southeast Asia?

May travellers from Malaysia an Southeast Asia enjoy visiting major cities, and Australia certainly has some wonderful urban destinations. However, one of Australia’s greatest strengths is its extraordinary natural environment. We often recommend combining a city holiday with a visit Cairns. Experiencing both vibrant city life and spectacular nature in the single trip allows visitors to enjoy two completely different sides of Australia, making their journey even more memorable.

• Looking ahead, what would you like Cairns and the Great Barrier Reef to be known for in this part of the world?

We hope that more people from Malaysia and across Southeast Asia will come to recognise Cairns and the Great Barrier Reef as the destination of ABC – Adventure paradise, gate of Barrier reef, place to Chill. Beyond our world-famous natural wonders, we would like visitors to remember the warmth, safety and genuine, friendly hospitality of our community. We hope Cairns becomes a destination where people feel relaxed, welcomed and comfortable – as though they are visiting family. If travellers leave with that feeling, we believe they will want to return again and again – See Great, Leave Greater.

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