30 Jul 2025
Hamilton Island is Australia's Tropical Island: A Great Barrier Reef Icon where a little island can do wonders

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Hamilton Island

Hamilton Island has unveiled its most significant brand evolution in nearly a decade, launching a new national campaign - A Little Island Can Do Wonders - to reintroduce the destination to Australian and international travellers.

Launching on 1 August across outdoor, cinema, broadcast, digital and social channels, the campaign invites a new wave of guests to experience Hamilton Island’s world- class offering in the heart of the Great Barrier Reef - and encourages those who haven’t been in years to see how much the island has transformed.

“Whether it’s your fortieth visit or your first, Hamilton Island has a way of drawing people back,” said Nick Dowling, CEO of Hamilton Island. “We wanted to capture the balance this island offers - adventure and serenity, seclusion and connection - and remind people that you don’t have to travel far to experience something extraordinary.”

Michael Branagh, Director of Sales and Marketing, added: “Australians know and love Hamilton Island, but this campaign is about sparking fresh curiosity - especially among those who haven’t been in a while. We’ve evolved, and we want people to see just how much a little island can do.”

Just a short flight from the east coast, Hamilton Island has long been one of Australia’s most iconic island escapes. In recent years, the island has quietly evolved - with design-led stays, refreshed dining, and immersive nature and cultural experiences.

The newest addition is The Sundays, a 59-room boutique hotel designed for relaxed, elevated stays. Catseye Pool Club, led by chefs Josh and Julie Niland, brings a fresh energy to the island’s culinary scene, while The Palms introduces a lively garden bar and BBQ-inspired menu overlooking the Marina. The return of coca chu with a sleek new look and Southeast Asian menu adds to a growing food story, alongside a collaboration with artisan bakery Fiore.

Guests can explore over 25 kilometres of bushland trails by e-mountain bike, tee off on a championship golf course, or connect with ancient rock art on a guided Cultural Island Discovery led by Ngaro man Robbie Congoo. With exclusive access to Heart Reefi and scenic flights to Whitehaven Beach - named Lonely Planet’s Best Beach in the World 2025 - Hamilton Island is the perfect base for reef adventures.

Developed with creative agency The General Store, the campaign is supported by a suite of new content - evocative short films and stills capturing the island’s beauty and energy, from sunrise hikes to reef dives, golden hour cocktails to lazy lunches.“It’s this blend of world-class experiences and warm, authentically Australian hospitality that sets us apart,” said Dowling. “Hamilton Island feels familiar - but it’s been completely renewed.”

A Little Island Can Do Wonders marks a new chapter for the island - one shaped by creativity, connection, and a fresh commitment to delivering wonder-filled island escapes, right here at home.

To find out more or book your escape visit: hamiltonisland.com.au

Images and Digital Assets are here.

 

Notes to Editors 

About the Campaign
“A Little Island Can Do Wonders” is Hamilton Island’s first major brand campaign since 2017. It aims to inspire new travellers to experience the island’s world-class offering, while reminding returning guests just how much the island has evolved. The campaign was developed in partnership with Sydney-based creative agency The General Store and launches nationally from 1 August 2025 across outdoor, cinema, broadcast, digital, social, and owned media channels.

About Hamilton Island

  • Hamilton Island is Australia’s tropical island in the heart of the Great Barrier Reef.
  • The only island in the Whitsundays with its own commercial airport, Hamilton Island is easily accessible via short direct flights (under 2.5 hours) from major Australian East Coast cities, including Sydney, Melbourne, and Brisbane, as well as direct boat transfers from the Queensland mainland.
  • Hamilton Island offers a range of accommodation options, from self-catering holiday homes and apartments to luxury hotels, 20 casual and fine-dining restaurant options, 2 spas, a 300+ berth marina, and over 60 tours and activities.
  • The latest additions to Hamilton Island’s casual dining scene include Catseye Pool Club at The Sundays helmed by acclaimed culinary duo Josh and Julie Niland and ‘The Palms’, a relaxed alfresco dining space and bar offering a smoky BBQ-inspired menu and fresh local seafood, all set against stunning Marina views. Hamilton Island favourite coca chu has been reimagined with a sleek new look and an updated Southeast Asian-inspired menu that perfectly complements its breathtaking views over Catseye Bay.

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