The Search For What Makes The Whitsundays Iconic

Chief Icon Officer Isabella and her assistant Abril. Photo supplied

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Tourism Whitsundays took an unconventional approach to destination marketing in 2026, inviting Australians to apply for a unique role: the region’s first Chief Icon Officer, and the results might surprise you.  

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The 10-day position offered the successful applicant an opportunity to experience The Whitsundays across its islands, mainland and Great Barrier Reef, documenting the journey and sharing it with audiences through social media. The activation was a part of Tourism Whitsundays’ larger brand campaign, which focused on continuing to grow the Naturally Iconic brand platform.  

The approach delivered significant reach, with 75 applications received through Instagram and TikTok, more than 75 million impressions and 219,080 views of the dedicated application page. The campaign also secured national media coverage, including news.com.au and Sunrise on Channel 7.  

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Beyond generating awareness, the campaign was designed to broaden perceptions of the destination, highlighting the diversity of experiences available across the region and supporting exposure for local tourism operators. From accommodation and dining to island adventures and reef experiences, the itinerary showcased the breadth of the Whitsundays’ tourism offering.  

Selected for her passion for travel, videography and storytelling, Isabella Esparza took on the role in July. During her trip, she sailed through Ngaro Sea Country, experienced tropical island stays, spent a night on the outer Great Barrier Reef with Reefsleep, flew over Heart Reef and Whitehaven Beach, met rescued turtles at Eco Barge Clean Seas and explored mainland destinations including Bowen, Dingo Beach and Cape Gloucester.  

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While the region’s natural attractions provided an extraordinary backdrop, Isabella’s experience also highlighted the importance of the people and knowledge behind the destination. Speaking at the 2026 Whitsundays Tourism Awards, she reflected on how local guides and their passion for the region gave her a deeper understanding of the places she visited, particularly when learning about the Ngaro people and their connection to the islands.  

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“You’re not just taking people to beautiful places; you’re creating the foundation for people to experience something meaningful,” Isabella said.  

Her reflections reinforce the important role tourism operators play in shaping the visitor experience. The Whitsundays’ appeal extends beyond its remarkable natural assets to the people, stories and experiences that give the region its distinctive character.  

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As Isabella shares her daily itineraries across Tourism Whitsundays’ social media channels and website, audiences can follow her journey towards answering the question at the heart of the campaign: what makes the Whitsundays so iconic? Discover Isabella’s answer in the hero video on the Tourism Whitsundays website.  

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