The Whitsunday Tourism Awards took a bold new direction this year, shifting away from the traditional, time-consuming written submission format in favour of alignment with the Best of Queensland Experience Program (BOQEP).
This updated model now mirrors the approach adopted across much of Queensland, with winners assessed based on real-world results — including verified online reviews, customer feedback, accreditation standards, and industry engagement.
In the past, operators were required to submit written entries of up to 10,000 words to compete. While thorough, this often proved a barrier for smaller businesses lacking the time or resources to complete submissions that truly reflected their quality and impact.
Driving the change is Julie Telford, Chair of the Board of Tourism Whitsundays and former owner of Red Cat Adventures, now Business Development Manager for SeaLink Whitsundays, which employs over 140 staff.
Speaking on the night, as both Chair of the Board and a long-time operator, Telford acknowledged that under the previous format, the awards had become a bit predictable, with the same businesses – including her own – being recognised year after year.
“This change was about levelling the playing field and celebrating operators who consistently deliver exceptional experiences every day. For too long, some outstanding businesses missed out simply because they lacked the time or resources for lengthy submissions,” she stated.
“This new approach provides everyone with a fair chance and shifts the focus back to where it belongs — on the guest experience. It acknowledges the real-world impact operators are making, from positive customer feedback to engagement within the wider tourism community."
While there was initial apprehension about the shift in format, the overall reception on the night was positive, with many attendees praising the fairness and simplicity of the new model.
Tourism Whitsundays CEO Tim Booth strongly endorsed the changes during his address, highlighting the region’s exceptional participation in the BOQEP program. He pointed out that while Brisbane has 350 operators involved, the Whitsundays — despite being a small regional area — has an impressive 123, reinforcing the region’s position as a leader in Queensland tourism.
The 2025 Whitsunday Tourism Awards not only celebrated excellence but also marked the start of a more accessible and inclusive future for the region’s tourism operators. The new format puts the spotlight back where it belongs — on the customer experience — and sends a strong message: the Whitsundays continues to lead the way in Queensland tourism.
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