Lady Elliott Island Experience featured in Tourism Australia’s Green is Our Gold campaign video
Tourism Australia has unveiled a new sustainability initiative aimed at uniting the country’s tourism and business events sectors under a shared commitment to responsible travel.
The Green is Our Gold campaign invites tourism operators of all sizes to align with a common vision to protect Australia’s natural environments, cultures and communities.
Participating organisations are encouraged to champion five guiding principles with visitors: Celebrate Community, Embrace Culture, Preserve Place, Respect Wildlife and Take Care.
The initiative comes in response to rising global demand for more sustainable travel experiences. According to Tourism Australia’s consumer research, 77% of travellers say sustainability is important in their daily lives, while 70% consider it when making travel decisions.
The trend is also evident in the business events sector, where 76% of incentive decision-makers view sustainability credentials as a key factor in destination selection.
Speaking at the launch, managing director Robin Mack said the campaign was created with “significant industry engagement to recognise the strong foundations already in place and encourage further momentum for a collective commitment to responsible travel”.
The campaign was officially launched at Destination Australia conference in Melbourne, where more than 800 industry delegates gathered.
Green is Our Gold also aligns with broader national efforts, building on the National Sustainability Framework for the Visitor Economy and the Sustainable Tourism Toolkit, introduced in 2023 as part of Australia’s long-term visitor economy strategy, THRIVE 2030.