The Great Barrier Reef is a world icon—an ancient, living system teeming with life and wonder. But it also faces growing threats. At Sunlover Reef Cruises, we don’t just show you the Reef—we help you protect it.

And in 2025, there’s a once-in-a-generation opportunity to do exactly that. The Lifetime of Greatness Project is a global movement rallying millions of people to nominate the Great Barrier Reef for the United Nations Environment Programme’s Champions of the Earth Lifetime Achievement Award—the world’s highest environmental honour. If successful, the Reef would become the first non-human recipient in the award’s history, a fitting tribute to a living entity that has shaped our planet for millennia.

A Deep Dive: The Lifetime of Greatness Campaign

The Lifetime of Greatness Project is more than a campaign—it’s a global declaration that the Great Barrier Reef deserves formal, international recognition for its extraordinary contribution to life on Earth.

The nomination was formally submitted by the Reef Guardian Councils on behalf of the communities they represent. It unites Traditional Custodians, scientists, government agencies, NGOs, schools, celebrities, and tourism operators from across Australia and around the world, all standing together to celebrate and protect the Reef. The initiative has been made possible by Tourism Tropical North Queensland, with grant funding from the Australian Government under the International Tourism Recovery Program, administered by Austrade.

The campaign has captured the imagination of people worldwide. At the time of writing, over 1.3 million supporters from across the globe have signed their support at alifetimeofgreatness.com—a number that continues to grow every day.

The Award Itself: UNEP Champions of the Earth

The UNEP Champions of the Earth Awards, presented by the United Nations Environment Programme, are the world’s highest environmental honour. The pinnacle of the awards program is the Lifetime Achievement Award, reserved for globally outstanding and significant entities that have made an enduring contribution to environmental action. Past recipients include Sir David Attenborough, who received the award in 2022—placing the Great Barrier Reef in extraordinarily distinguished company.

The awards ceremony is held in New York and has featured world leaders including then-Secretary-General Ban Ki-moon. UNEP Goodwill Ambassadors and global environmental figures attend to celebrate those who have made the most lasting contributions to our planet.

Why Does the Reef Deserve It?

The case for the Great Barrier Reef is overwhelming. It is the world’s largest living structure—the only one visible from space—stretching over 2,300 kilometres and covering 348,700 square kilometres. It is home to more than 9,000 different species of marine life, including 1,500 types of coral, over 1,600 types of fish, 136 varieties of sharks and rays, and more than 30 species of whales and dolphins. It makes up 10% of the world’s entire coral reef ecosystems and has been described by Sir David Attenborough himself as “one of the greatest and most splendid natural treasures that the world possesses.”

Beyond its ecological significance, the Reef has sustained and supported Indigenous Sea Country communities for over 60,000 years. It contributes more than $6 billion to the Australian economy annually and supports over 64,000 jobs. It is a UNESCO World Heritage Listed site, one of the world’s seven natural wonders, and a leader in breakthrough conservation research that benefits reefs worldwide. It provides critical habitat for over 40 threatened species and brings millions of people together through sustainable initiatives every single year.

The Lifetime of Greatness Project is proudly supported by some of Australia’s most respected organisations, including the Great Barrier Reef Foundation, Tourism and Events Queensland, Tourism Australia, Qantas, and Intrepid Travel—a coalition that underlines just how widely supported this nomination truly is.

How You Can Be Part of It

There are several meaningful ways to add your voice to this movement. You can visit alifetimeofgreatness.com and sign your support to become one of the growing millions standing with the Reef. You can share your own reef memories and experiences on social media using @lifetimeofgreatness and #lifetimeofgreatness, and download supporter assets from the campaign’s media kit to spread the word. Every signature, every share, and every story helps build a louder global voice for the Reef’s recognition.

Small Changes, Big Impact: Eco Travel Tips for Reef Visitors

How you visit the Reef matters just as much as the fact that you visit. Sustainable choices—before, during, and after your trip—make a real difference to the health of this precious ecosystem. Here are some practical tips to help you tread lightly.

• Choose reef-safe sun protection. Opt for mineral-based sunscreen products that are free from oxybenzone and octinoxate—two chemical UV filters proven to harm coral. Look for products labelled “reef-safe” and check the ingredients list before you buy.
• Take only photos, leave only footprints. Never touch, stand on, or collect coral, shells, or any marine life. Even gentle contact can damage delicate coral structures that have taken decades to grow.
• Reduce single-use plastics. Bring a reusable water bottle, reusable bags, and your own snacks in reusable containers. Plastic pollution is one of the most significant threats facing marine ecosystems globally.
• Pack sustainable travel gear. Choose swimwear, towels, and clothing made from recycled or organic materials. Look for items produced with minimal water and energy use, and avoid fast-fashion synthetics that shed microplastics when washed.
• Dispose of waste responsibly. Use the bins provided onboard and at the reef. If you see rubbish in the water, report it or help collect it safely. Never feed fish or other marine life.
• Offset your journey. Consider offsetting the carbon footprint of your travel by supporting verified environmental projects. Small contributions to carbon offset programs can help counterbalance the environmental impact of getting to the Reef.
• Book with eco-certified operators. When choosing your reef experience, look for operators who hold recognised eco-certifications. Sunlover Reef Cruises is committed to sustainable reef tourism, and every visit includes an Environmental Management Charge (EMC) that directly funds Great Barrier Reef Marine Park conservation activities.
• Continue the conservation from home. Reduce your household energy use, lower food waste, rethink your transport choices, and consider the environmental impact of your everyday purchasing decisions. The health of the Reef is connected to the choices we all make, wherever we live.

Together, We Can Celebrate—and Safeguard—the Reef

Visiting the Great Barrier Reef with care and intention is one of the most powerful things you can do for its future. Every eco-conscious choice you make on the water—and at home—contributes to the resilience of one of our planet’s greatest natural wonders. Tourism can be part of the solution, and at Sunlover Reef Cruises, we are proud to play our role.

Support the Lifetime of Greatness movement, travel with care, and be part of the global community standing up for the Reef’s recognition, protection, and future.

Because the Reef deserves nothing less than a Lifetime of Greatness.