Australians are increasingly choosing holidays that do more than offer an escape, seeking experiences that respect the environment, benefit local communities and create a deeper connection to place.

Recent insights from Virtuoso’s 2026 Luxe Report for Australia and New Zealand highlight this shift. Drawing on feedback from more than 300 local travel advisors, the research found that nearly half of travellers are willing to pay more for operators that benefit local communities (46 per cent) and protect cultural and natural heritage (45 per cent), while many are actively adjusting travel plans in response to climate impacts. The findings reflect a growing demand for experiences that tread lightly and leave a positive legacy.

For SeaLink Marine & Tourism, this expectation closely aligns with how hawse have long approached tourism, particularly across island, coastal and marine operations.

“Our guests are asking deeper questions about how and where they travel,” said Phil Boyle, Executive General Manager, Customer, Sales and Marketing at SeaLink Marine & Tourism.

“They’re seeking journeys that are more meaningful, are responsibly delivered and genuinely connected to the places they visit. That’s exactly where SeaLink is focused—on creating experiences that respect the environment, support local communities and allow people to engage more deeply with Australia’s natural landscapes and culture.”

SeaLink operates across some of Australia’s most environmentally and culturally significant destinations, including the Great Barrier Reef in the Whitsundays and North Queensland, K’gari (Fraser Island), Kangaroo Island, Bruny Island, Rottnest Island (Wadjemup), Sydney Harbour, North Stradbroke Island near Brisbane, and the Tiwi Islands in the Northern Territory. This national footprint places SeaLink in a strong position to deliver tourism experiences that balance access with education and protection.

Sustainability is embedded across SeaLink’s operations, from ferry services and guided tours to island resorts and accommodation. An Environmental Management Plan has been implemented to support continuous improvements across the network, with a focus on reducing environmental impact, supporting biodiversity and strengthening local partnerships.

Current initiatives include:

• Reef health and monitoring (Whitsundays): Red Cat Adventures continues reef monitoring, crown-of-thorns starfish management and guest education through the Australian Government’s Tourism Reef Protection Initiative, administered by the Great Barrier Reef Marine Park Authority.
• Seagrass restoration (Whitsundays): Whitsunday Jetski Tours supports seagrass replanting and monitoring, strengthening critical marine habitats and carbon storage systems.
• Reef restoration and education (North Queensland): SeaLink North Queensland partners with the Museum of Underwater Art (MOUA), connecting visitors with reef science, underwater storytelling and conservation outcomes.
• Beach clean-ups (Rottnest Island/Wadjemup): SeaLink Western Australia works alongside EcoSurf Australia, Tangaroa Blue Foundation, Containers for Change and Keep Australia Beautiful WA to remove marine debris and contribute data to national research.
• Harbour health (Sydney): Through the Seabin Smart City Program, SeaLink Sydney has helped filter more than 255 million litres of seawater in the past year, removing plastics, microplastics and surface debris from Sydney Harbour.
• Kingfisher Bay Resort (K’gari; Fraser Island): A gateway to UNESCO World Heritage-listed K’gari, Kingfisher Bay Resort holds Advanced Ecotourism Certification and Green Travel Leader status from Ecotourism Australia. Thoughtfully designed to blend into its natural surroundings and minimise environmental impact, the resort offers immersive ranger-led experiences, eco marine cruises, guided island tours and the Junior Eco Ranger Program for children, all focused on connecting guests with nature while protecting the island’s fragile ecosystems.

Many SeaLink experiences also hold independent ecotourism certifications, including Advanced Ecotourism, Nature Tourism, Respecting Our Culture and Climate Action certifications across Whitsundays, North Queensland, K’gari (Fraser Island) and South Australia. These accreditations reflect rigorous standards for environmental care, cultural respect and responsible operations.

Alongside conservation initiatives, SeaLink continues to invest in future-ready marine transport, including energy-efficient hull design, solar-assisted systems, low-emission engines, digital ticketing, waste-reduction programs and exploration of hybrid and hydrogen-ready vessel design.

Community connection is equally central to SeaLink’s approach. From CommunityLink partnerships on Kangaroo Island to Indigenous collaborations in the Tiwi Islands and the Northern Territory, South Australia and Minjerribah (North Stradbroke Island), SeaLink works with local organisations and Traditional Owners to support authentic storytelling, On-Country experiences and long-term community benefit.

With interest in purposeful travel continuing to grow, SeaLink Marine & Tourism remains focused on delivering experiences that protect the places people love to visit, while ensuring tourism continues to benefit local communities and future generations.

For more information or to plan a sustainable travel experience, visit www.sealink.com.au.

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