Tourism supports local jobs, businesses and our regional economy, but at its heart this brand is about celebrating who we are and sharing that story with visitors in a way that inspires them to come and experience Bundaberg for themselves.

From the reef and the rich red soil to our relaxed lifestyle and welcoming community, the Bundaberg Region offers something genuinely distinctive. This brand simply brings those qualities together into a clear and confident story about who we are as a destination.

The following FAQs explain what the brand is, why it matters for local businesses, and how it will help bring more visitors, more attention, and more opportunity to the Bundaberg region.

STRATEGY & PURPOSE

What is a brand?  Is this just a new logo and tagline?

No. It’s a long-term story strategy. The new logo is just the tip of the iceberg. 

A brand is the story we tell about our region, our personality, and the feeling people take away after experiencing it.

Why bother creating a new brand?
The world has changed and we are competing globally for visitors and investment. Our current look and feel have done us proud, but it’s time to evolve. 

The Bundaberg Region has evolved significantly over the past decade, with new experiences, stronger food and agritourism, world-class nature experiences and growing national recognition for the start of the Great Barrier Reef.

Our destination brand needs to reflect that momentum.

The new brand is about showing what makes Bundaberg truly unique – our people, produce, nature, and stories. The refresh will ensure we show up with a clearer, prouder story for visitors.

What problem is this project solving?

Awareness and differentiation. The destination needs a fresh, modern, competitive story that cuts through in a very crowded marketplace and converts interest into visitation, investment and economic return. 

How does this align with Regional economic goals?

 Tourism is one of our region’s most powerful economic drivers, bringing new money into local businesses and supporting the livelihoods of families across our community. A strong brand supports visitation, length of stay and spend, which flows directly to local businesses and jobs.

A strong destination brand doesn’t just attract visitors. It also shapes how investors, new residents and future businesses see our region.

COST & VALUE

How was the brand developed?

The new brand was developed in-house by the Bundaberg Tourism team with input from industry and stakeholders.  We:

Listened – to locals, visitors, businesses and our community.

Explored – what people feel when they think of Bundaberg.

Defined – the stories, values and emotions that make us stand out.

Designed – a fresh look and voice that reflect who we are today.

Homegrown by locals, for locals.

Why allocate resources on branding when there are bigger issues?

Branding is about income generation – it’s a long-term economic strategy, not a short-term campaign expense. Strong destination brands attract visitors and investment. That spend supports local jobs, thriving businesses and a stronger regional economy.

What’s the return on investment?

ROI is measured through visitation and visitor spend data, business confidence, and digital performance and engagement metrics across our destination assets and campaign activity.  We will see:

• More visitors choosing Bundaberg
• Longer stays and higher spending
• Greater pride and recognition for the region

So what does this actually look like?

It’s a long-term destination story told through our brand, website and marketing. 

• The Brand will include a new destination logo, colour palette, personality and visual assets including new images and videos, and new written content
• The new Destination Website will reflect all of this, with our major experiences, operators and offerings on show in a more consumer-friendly way
• The Destination Campaign will target high-value domestic visitors through digital, social and media channels designed to inspire travel to the Bundaberg region and convert interest into bookings.

Launching together creates clarity, momentum and immediate impact, but the brand is designed to be flexible and long-term.

POSITIONING & DIFFERENCE

What makes this brand different from other Queensland destinations?

We are proud of our unique region and will never try to be anyone or anywhere else!  This brand leans into what is uniquely ours – our character, our makers and growers, our coast and rugged inland, our access to natural icons and our proximity to SEQ.

Will you stop marketing our big brands?

No.  We will continue to share our iconic experiences, which remain powerful drawcards. The new brand broadens the story so we are defined by all of our experiences — big and small.

Are we changing our primary audience with the new brand?

No.  It sharpens our appeal to high-value domestic and short-haul visitors most likely to stay longer and spend more.

WHAT’S IN IT FOR ME?

Is this replacing local brands – or my own brand?
No. It provides a shared destination story that elevates the incredible businesses, operators and local identities that make our region special.

Do I have to change my business’ branding?

No. This is a shared story you can be part of, a bigger stage for your business, backed by a unified regional story.  While alignment with the destination brand is encouraged, your own business brand should be the hero in your story.

Will I need to pay to participate?

No. Core participation is free for everyone via content alignment.  Bundaberg Tourism members will be included across our new website, destination experiences and campaign activity.

I’m a small operator – how does this new brand help me?

Like all of BT’s marketing and development activity, the new brand will improve visibility, credibility and reach we can only achieve when we work together.

What if I don’t engage?

That’s okay!  BT will market the destination just as we always have – but engagement amplifies results, so the more we work together, the more people we will reach.

What support is available to me and my business?

Bundaberg Tourism will provide practical support including brand toolkits, training, website listings support and ongoing guidance available for everyone across the tourism industry, the business community and the wider Regional community.

When will the public see the brand?

We will celebrate the brand at the Official Launch on 25 March – immediately after this, it will be visible across our destination experiences and campaign channels.

What’s different about the new website?

It’s designed around the visitor decision journey, inspiring people to visit, helping them plan their trip, and connecting them directly with local operators.

What does this mean for locals?

A strong destination brand benefits the whole community.

When more visitors choose Bundaberg, local businesses grow, new investment is attracted and more jobs are created across the region. Tourism also helps support the cafes, events, experiences and vibrant town centres that locals enjoy every day.

But it’s not just about economics! 

This brand is also about pride, celebrating who we are as a region and sharing the things locals already know and love about Bundaberg with the world.

RESPONSE TO CRITICISM

I don’t like it / I don’t get it. Why didn’t you just keep the old one?
It’s natural for people to have different personal preferences. What matters most is whether the brand connects with visitors, attracting them and telling our story clearly and confidently.

Isn’t this just marketing spin?

It’s economic and destination development. Tourism marketing drives real visitor spend into real local businesses.

It just says Bundaberg – this doesn’t represent my area!
The brand is designed to unify the broader Bundaberg Region and provide a shared story all operators can be part of. Using Bundaberg as the destination name helps us build a strong and recognisable identity in market.  Within that, we celebrate the diversity of experiences across the whole region, from the reef to the coast and through to the hinterland.

Who cares about tourists coming into our Region?

A strong visitor economy supports community services, jobs and vibrancy. What’s good for visitors is good for residents and makes our home a place we’re proud to live in – things like great public spaces, thriving cafes and restaurants, and events and festivals.