When you think of splashing out on a luxury purchase, you can picture a new car, a cruise, or a fancy dinner at your favourite restaurant.
But what if the next big thing to invest in isn’t a material possession at all, but the future of one of Australia’s most treasured natural wonders—the Great Barrier Reef?
A recent study from CQUniversity has revealed that Queenslanders are more than willing to open their wallets if it gives the Reef a fighting chance.
And here’s the twist: even those who rarely, or never, visit the Reef are keen to chip in.
The research, led by economists Dr Jeremy De Valck and Professor John Rolfe, surveyed over 900 residents from coastal communities along the Reef and urban areas in south-east Queensland.
Participants were asked how much they’d be willing to pay to support various Great Barrier Reef policies, such as restoring coral reefs and seagrass beds and developing new tourism and recreational facilities.
The results? Crystal clear. Queenslanders overwhelmingly favour ecological restoration over building new tourist attractions.
Households said they’d pay between $119 and $157 per year for five years to improve coral cover by just 1 per cent. That’s three times more than they’d pay for seagrass restoration, and a whopping ten times more than for new recreational amenities.
It’s not just about holidays
What’s fascinating is that this willingness to pay isn’t just about personal enjoyment.
Dr De Valck explained that many respondents were motivated by what economists call ‘non-use values’—a sense of moral responsibility to protect the Reef for future generations, or the belief that preserving it acts as a kind of ecological insurance in an uncertain world.
Even those living near the Reef, who might be expected to want more facilities for their use, were less enthusiastic about expanding recreational development.
Their concern? That more visitors could spoil the peaceful, pristine experience they currently enjoy.
The Australian Government has already committed $1.2 billion to the Reef between 2022 and 2030, with the Queensland Government adding over $1 billion from 2015 to 2026.
That’s about $233 million this year alone—roughly $22 per Australian household, or, as Dr De Valck puts it, ‘the price of a chicken parmy at your local pub’.
But here’s the kicker: the study shows most Queenslanders would be happy to pay much more than that to keep the coral thriving.
It’s a powerful message for policymakers—investing in the Reef isn’t just a box-ticking exercise, it’s something the public genuinely supports.
If you’re feeling inspired, there are plenty of ways to get involved:
- Support reef-friendly businesses: Look for tourism operators and products that are certified as environmentally responsible.
- Reduce your impact: Simple steps like cutting back on single-use plastics, using reef-safe sunscreen, and supporting sustainable seafood can make a difference.
- Stay informed and have your say: Monitor government policies and public consultations about the Reef. Your voice matters!
- Donate to reputable conservation groups: Organisations like the Great Barrier Reef Foundation and local marine research centres always need support.
The Great Barrier Reef is more than just a tourist attraction—it’s a priceless part of our national identity. And as this new research shows, Queenslanders (and, we’d wager, many other Australians) are ready to put their money where their mouth is to protect it.
So, members, what do you think? Would you pay a little extra each year to help restore the Reef? Have you visited the Reef, or is it on your bucket list? Share your thoughts and stories in the comments below—we’d love to hear from you!
Also read: Will surging sea levels kill the Great Barrier Reef? Ancient coral fossils may hold the answer
