THREE iconic K’gari (Fraser Island) tourism operators have undergone a complete rebrand to reflect the island’s traditional identity and celebrate 30 years of business.
Kingfisher Bay Resort officially opened its doors in 1992, the same year the island received its UNESCO World Heritage listing.
To commemorate the occasion, and in keeping with their long-lasting connection with K’gari, Kingfisher Bay Resort, Eurong Beach Resort and Fraser Explorer Tours recently unveiled a complete rebranding across their businesses.
Kingfisher Bay retains its founding name but now features an island-inspired logo.
The accent fern and signature forest green colour are reflective of the surrounding environment and indicative of the island’s immersive, nature-based travel experiences.
Eurong Beach Resort, the 4WD-only accommodation situated within the township of Eurong along the east coast’s famed 75 Mile Beach, will now trade as ‘K’gari Beach Resort’.
This is mirrored by Fraser Explorer Tours which will now operate as ‘K’gari Explorer Tours’.
The move follows the World Heritage Area within the Great Sandy National Park, along with the surrounding waters being renamed to ‘K’gari’ in September last year.
K’gari is the original name given to the island by the Butchulla people.
It means ‘paradise’ in English.
Butchulla Aboriginal Corporation Director Christine Royan said her people were in support of tourism operators such as K’gari Beach Resort and K’gari Explorer Tours incorporating the island’s traditional name.
“If you’re doing business on K’gari, then respectfully call her by her traditional name, K’gari, which is paradise,” she said.
Ms Royan went on to state how those doing business on the island should also abide by the three Butchulla Lores:
- What is good for the land comes first
- Do not touch anything that does not belong to you
- If you have plenty, you must share
Kingfisher Bay Resort General Manager David Hay said it was a great way to unite the brands.
“K’gari is the reason we’re all here – collectively, we connect visitors with this incredible destination, and we felt this year, in line with the World Heritage anniversary, it was the perfect opportunity to embrace this wonderful name change on the island directly across our businesses,” he said.
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Kingfisher Bay Resort has a long-standing relationship with the BAC.
They’re currently working together on a new cultural initiative, set to further enhance the Australian Indigenous experiences for visitors to the destination.
This follows the 2021 opening of the K’gari World Heritage Discovery Centre – a joint initiative by Kingfisher Bay Resort, the BAC, University of the Sunshine Coast (USC) and the Fraser Coast Council – to heighten awareness of the destination’s environmental significance, and in turn, encourage conservation.
Kingfisher Bay Resort welcomes upwards of 158,00 guests per year.
Mr Hay said repeat visitation had become an increasingly prominent trend, especially for multi-generational holiday makers.
“We’ve been established for thirty years, and so Kingfisher Bay Resort holds special memories for a lot of travellers. There’s a sense of nostalgia; people who holidayed here as a child are now bringing their own families to K’gari,” he said.
“It’s a remarkable milestone to reach, but it’s all thanks to our loyal guests and everyone with a shared passion for K’gari, that we’re able to honour this achievement.”
Termed as ‘The Year of 30’, a series of celebratory surprise sales and activations will be launched throughout the year across the brands’ resort and touring.
“For us, it’s not solely about celebrating how far we’ve come over these past three decades, it’s what actions we’re taking moving forward,” Mr Hay explained.
“We’ve placed a strong focus on renewable energy with our solar powered projects, we’ve purchased our own recycling truck – we’re championing as much as we can to encourage visitation, whilst ensuring we’re treading as lightly as possible.
“The preservation of K’gari is paramount.”
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