Is this the best job in the world? Tourism Whitsundays wants to hire a ‘Chief Icon Officer’ for a 10-day contract between May and July 2026.
The destination management organisation is seeking its newest recruit, tasked with an end-to-end audit of the region’s most iconic experiences. Similar roles have been offered before.
The successful candidate will explore the Great Barrier Reef, Whitehaven Beach, Heart Reef and the 74 islands that make up the Queensland tourism hotspot, documenting their experience across TikTok and Instagram.
The Chief Icon Officer can also appoint a Chief Icon Assistant to join them across a 10-day itinerary that includes domestic flights, 10 nights’ accommodation, a food and refreshment allowance and access to a full schedule of tours and experiences, a package valued at approximately $10,000.
The recruitment strategy is a part of the company’s broader 2026 campaign, building on the ‘Naturally Iconic’ brand platform launched last year.
Tourism Whitsundays CEO Tim Booth says the campaign aims to increase local travel to the destination.
“The Whitsundays is one of Australia’s most naturally iconic destinations and this campaign is about letting that speak for itself through the eyes of someone who lives and breathes iconic energy.
“The Chief Icon Officer activation is a bold, creative way to put The Whitsundays in front of millions of Australians and inspire them to experience it for themselves. We can’t wait to see who puts their hand up.”
Job requirements include “iconic energy, a sense of adventure and a phone” and applications close 8 May 2026.
In 2009, Queensland Tourism’s ‘Best Job in the World’ campaign created a global storm of media interest generating more than $200 million in publicity and marketing value.
More than 34, 000 applicants from over 200 countries applied for the role of ‘Caretaker’ of the Great Barrier Reef. Winner Ben Southall received a substantial salary and accommodation in the Whitsunday Islands for six months, while he worked to protect the surrounding islands and habitat.
In 2013, another global competition was lunched on the success of the original “Best Job in the World”. That time round, six of Australia’s state and territory tourism organisations each had a position up for grabs, with a six-month salary package worth $100,000 including living costs.
