Atherton Tablelands Promotion Bureau Limited was established in 1986 under the auspice of the former four local government authorities governing the geographic region of the Atherton Tablelands.
It is an Australian Public Company, industry lead, not-for-profit, limited by guarantee, membership-based organization. It is the official local tourism organisation for the Atherton Tablelands, the region that sits within the boundaries of Mareeba Shire Council and Tablelands Regional Council.
Since its incorporation, the Bureau has evolved by encouraging the private sector (namely, it’s members) to participate in, and be responsible for, the ongoing need to promote and market the region, to enhance product offerings, increase visitor numbers, encourage length of stay, and to provide an overall positive, visitor experience.
For many years, the company traded under the name of Tablelands Promotion Bureau and in 2005 traded as Tropical Tablelands Tourism. To reflect the name of the region it represents, the organisation currently trades as Tourism Atherton Tablelands.
Local Government and Industry continue to work together with members who are elected to the Board of Directors who have the responsibility to manage and oversee the operations of the Bureau.
As the peak industry body for tourism, be a strong voice for the industry and the lead agency for delivering destination marketing activities for the Atherton Tablelands region.
For the Atherton Tablelands to be recognised as one of the world’s best self-drive destination to engage with nature, culinary delights and adventure trails.
To operate with a sustainable business model and deliver value to members.
To deliver business outcomes based upon quality research, best practice and return on investment.
To grow tourist visitation and expenditure for the economic benefit of tourism and the wider Atherton Tablelands community.
To facilitate the development of sustainable tourism and genuine visitor experiences that showcases the region’s unique, adventurous and world-class natural assets.
To develop a strong and consistent brand that builds destination awareness.
To strengthen the capacity and integration of the tourism industry and develop partnerships to actively support visitor growth.