Tourism Whitsundays clicks refresh on its digital experience with new website

Tourism Whitsundays has officially launched its new destination website, marking a major step in its digital transformation and offering a more intuitive experience for travellers planning their next Whitsundays escape.

The new platform follows a period of strong digital performance, with the organisation reporting a 48 per cent rise in new users and a 31 per cent increase in total page views for the year ending June 2025.

The growth reflects increased interest in The Whitsundays as one of Australia’s most sought-after holiday destinations.

The new Tourism Whitsundays site

Digital upgrade through ROAM platform

The site marks Tourism Whitsundays’ move from WordPress to ROAM, a next-generation destination marketing platform built for Australian tourism organisations.

The platform integrates with the Australian Tourism Data Warehouse (ATDW), creating a single, accurate source of operator data while improving mobile performance and load speed.

The upgraded site features interactive maps, itineraries, food and drink guides, and walking trails designed to make trip planning more engaging and seamless for visitors.

Accessibility and AI-driven enhancements

Phase one introduces new accessibility tools via UserWay, helping the site meet WCAG 2.2 AA standards. These include improved keyboard navigation, screen reader compatibility, and adjustable contrast controls to support all users.

The new Tourism Whitsundays site

Phase two, set for launch in 2026, will see the addition of ROAM Concierge AI-powered trip planning, providing personalised itineraries and tailored recommendations based on visitor interests.

‘A richer, faster and more connected way to discover’

Tim Booth, CEO of Tourism Whitsundays, said the new website reflects the organisation’s commitment to innovation and accessibility.

“Our new digital platform takes the Whitsundays experience to the next level by delivering a richer, faster and more connected way for travellers to discover everything our iconic region has to offer,” Booth said.

“By embracing innovation, accessibility and smarter data integration, we’re ensuring visitors have the best possible experience from the moment they start planning their trip.”

Mack Nevill, founder and CEO of ROAM, added that the partnership brings world-class technology to a world-class destination.

“The Whitsundays is one of Australia's most naturally iconic destinations, and it deserves a digital presence that matches its reputation,” Nevill said.

Part of a broader brand evolution

The website launch follows the unveiling of Tourism Whitsundays’ Naturally Iconic brand platform in May 2025, developed with creative agency Simple (Adelaide).

The brand celebrates the region’s natural beauty and relaxed spirit, positioning The Whitsundays as a destination where island life, coastal adventure and the Great Barrier Reef converge.

Visitors can explore the new platform at thewhitsundays.com.au.

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