The Whitsundays Chamber of Commerce and Industry is calling on Airlie Beach businesses to get creative this July as the Great Barrier Reef Festival celebrates a glittering milestone — 25 years.
Local businesses have a sparkling opportunity to become part of the action in this year’s Reef Festival, with the relaunch of the Window to the Reef window dressing competition — a revamped event inviting storefronts along the Airlie Beach main street and foreshore to transform into reef-inspired works of art.
Sponsored by the Whitsundays Chamber of Commerce and Industry, the competition is designed to bring the festival spirit to every corner of town, with thousands of festivalgoers expected to explore the precinct across the weekend of August 1–2.
Participating businesses are encouraged to embrace the festival’s silver anniversary theme — think shimmering storefronts, underwater magic, 25th birthday vibes, and reef-inspired creativity that stops pedestrians in their tracks.
Key Dates
Registrations are open now, with businesses encouraged to sign up by Wednesday 15 July to receive a free decoration starter pack. Packs will be distributed to all registered participants and delivered during the week beginning Monday 27 July.
Once packs are in hand, businesses will have from Monday 27 July through to Thursday 30 July to deck out their displays.
Judging will take place over the Great Barrier Reef Festival weekend (31 July – 2 August), with the community casting votes for their favourite windows.
Prizes Up for Grabs
There’s serious incentive to pull out all the stops, with cash prizes on the line:
- 1st Place: $500
- 2nd Place: $250
- 3rd Place: $100
Displays will be evaluated on creativity, originality, and overall appeal.
Businesses not located within the Main Street area are encouraged to take part in the Street Parade on Saturday afternoon and showcase their business and creativity.
Allan Milostic, President of the Whitsundays Chamber of Commerce and Industry said:
“Twenty-five years on, the Great Barrier Reef Festival continues to be a celebration that truly belongs to our whole community.
Nothing captures that spirit better than seeing local businesses throw open their doors and bring the main street to life with reef-inspired creativity.
We can’t wait to see what Airlie Beach comes up with this year — the Competition will turn the entire main street into part of the festival itself, which is exactly what this milestone anniversary is all about.
“The Whitsundays has always had an incredible community spirit, and this initiative is a brilliant way for businesses to be involved, showcase their creativity, and help drive foot traffic into our town while celebrating 25 years of the festival in style.”
Heather Batrick, President of the Great Barrier Reef Festival, said
“As we celebrate the 25th anniversary of the Great Barrier Reef Festival, there’s no better time for our business community to get involved.
Every decorated shopfront helps transform Airlie Beach into a vibrant celebration of our reef, creating an unforgettable experience that encourages visitors to explore our local businesses and discover everything our town has to offer. Whether it’s a simple display or a spectacular underwater masterpiece, every business can play a part in making this milestone festival our biggest and most colourful yet.
Twenty-five years on, the Great Barrier Reef Festival continues to be a celebration that belongs to this whole community — and nothing captures that better than seeing our local businesses throw open their doors and dress their windows with reef-inspired magic. We can’t wait to see what Airlie Beach comes up with this year.
The Window to the Reef competition is going to make the entire main street feel like part of the festival, and that’s exactly the spirit we’ve been celebrating for 25 years.”
Register Now
Entry is free for Great Barrier Reef Festival sponsors.
All other businesses can register for $100 via the Great Barrier Reef Festival website.
Registrations close Wednesday 29 July 2026. Register before 15 July to guarantee your decoration starter pack.
The Chamber’s sponsorship of this year’s Festival has been made possible through the Airlie Beach Cruise Ship Markets, with funds generated through the markets reinvested directly back into the local community.
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