Atherton, 26th May 2026 – Visitors are being encouraged to discover their trail across the Atherton Tablelands through a new tourism campaign launched today by Tourism Atherton Tablelands.
Delivered through a partnership between Tourism Atherton Tablelands, Tourism Tropical North Queensland, Tablelands Regional Council and local tourism operators, the campaign encourages visitors to build their own journey across the Atherton Tablelands through curated themed trails focused on nature, food, adventure, culture and local experiences.
The campaign includes the production and distribution of 50,000 printed trail guides across Queensland and interstate caravan and camping shows, a new 72-page digital Discover Magazine, updated app content and a targeted Autumn/Winter digital campaign promoting the region to drive and experience-led travel markets.
Tourism Atherton Tablelands Chair Michelle Bell-Turner said the campaign reflected changing traveller behaviour, with visitors increasingly looking for personalised and experience-driven holidays.
“Discover Your Trail has been designed to help visitors find their way across the Atherton Tablelands, exploring the breadth and depth of experiences that can be found here,” Ms Bell-Turner said.
“It is also a strong example of what can be achieved through collaboration between industry, local government and regional tourism organisations.
“Without those partnerships and the support of local operators, Tourism Tropical North Queensland (TTNQ) and the Tablelands Regional Council (TRC) campaigns like this would not be possible.”
The campaign targets the core self-drive market between Cairns and Townsville, while also focusing on interstate travellers from Brisbane, Sydney and Melbourne seeking short breaks, adventure experiences and sustainable travel options.
A visually-led social media campaign running from April to June across Facebook and Instagram has already reached over 600,000 people, generating more than one million impressions and driving traffic to campaign landing pages and digital visitor resources.
The campaign is supported by a comprehensive, digital version of Discover Magazine and a Discover Atherton Tablelands app.
“A further 15,000 Discover Your Trail themed books will also be distributed to high-traffic visitor information centres, brochure boards and tour desks in Cairns, Port Douglas, Cassowary Coast and the Atherton Tablelands, and to high-traffic visitor information centres between Cairns and Townsville,” she said.
The themed trails include Eco Explorer, Waterfalls and Lakes, Artisan Foodie, Geological Wonders, Adventure Trails, Origins and Echoes, Hidden Gems and Character Stays. Youtube videos themed around these trails are also highlighted as part of this campaign.
“We continue to see an uplift in the use of Atherton Tablelands digital assets and through the use of the Discover Atherton Tablelands app we can reach a great audience,” Ms Bell-Turner said.
Overall for the 2025/26, Atherton Tablelands social media assets have reached over four million people.
“The Atherton Tablelands is a popular self-drive destination and we also encourage people who live within one day’s drive to experience for themselves why it is so special up here,” Ms Bell-Turner added.
ENDS
ISSUED BY:
Tanya Snelling
Strategic PR
P 0417 202 663