QUEENSLAND Premier Anna Bligh visited Airlie Beach today to launch the Whitsundays’ new tourism brand – The Whitsundays, 74 Island Wonders.

Ms Bligh met with Tourism Whitsundays CEO Peter O'Reilly, and Member for Whitsunday Jan Jarratt to make the announcement.

The Premier said the new brand would strengthen the region's reputation as one of the most desirable holiday destinations in the world.

"The Whitsundays, 74 Island Wonders captures the wonder that visitors here experience," Ms Bligh said.

"It complements our international brand, Queensland, Where Australia Shines, and champions the Whitsundays as a destination.

"With experiences such as sailing through tropical islands, feeling Whitehaven sand between your toes, or encountering tropical fish up close, the Whitsundays are undeniably connected with the word 'wonders'," she said.

"We asked more than 6000 Australians what they associated with a Whitsunday holiday, industry workshops were staged here in the region, and focus groups were held in Brisbane, Sydney and Melbourne.