Tim Booth has spent his entire career in destination marketing. When he became CEO of Tourism Whitsundays, he decided that bringing in visitors was no longer the whole job. Now, the destination known as the heart of the Great Barrier Reef is shifting from marketing to stewardship. What does that look like in practice? Tim walks us through a three-year plan and several actions he and his team are taking to bring tourism partners along on the journey – with a little inspiration from the Collective.
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