Far North tourism sector salutes industry trailblazer, Robbie Bastion

A tourism titan who launched a campaign that helped revive the Far North sector following a global disaster has been remembered as a roguish industry pioneer with a sharp sense of humour.

Tourism marketing specialist Robbie Bastion sold Far North products and package to wholesalers, travel companies and consultants all over the world.

A tourism titan who launched a campaign that helped revive the Far North sector following a global disaster has been remembered as a roguish industry pioneer with a sharp sense of humour.

Tributes have poured in for Robbie Bastion, who trotted the globe sharing his love for the region’s ancient rainforests and spectacular Great Barrier Reef across five decades, earning the nickname “the road warrior” while marketing the destination on his travels.

Mr Bastion started his own tourism marketing company after more than 30 years in the industry. Picture: Anna Rogers

Member for Cairns and great mate Michael Healy said the tourism leader played a crucial role in rebuilding the region’s lucrative US visitor market following the September 11 attacks on American soil in 2001.

“He set up this roadshow called Paradise Found,” Mr Healy said. “Tim Tam, R.M. Williams and Driza-Bone all sponsored it.

“The thing was Robbie just had the capacity to bring people together. He always used to say, ‘We sell our region first and then we sell our products’.”

Tourism Tropical North Queensland CEO Mark Olsen has joined tourism leaders in remembering industry pioneer, Robbie Bastion. Picture: Brendan Radke

Tourism Tropical North Queensland chief executive Mark Olsen praised one of the industry’s most colourful characters who joined the Queensland Tourist and Travel Corporation in the 1980s and “never stopped until he got the deal done”.

“Passionate, determined, pig-headed, and virtually unstoppable, Robbie inspired an industry and lifted a region,” Mr Olsen said.

“Never have so many benefitted so much from one man’s mission. Robbie thought deeply about the industry and how to make this region thrive.”

Hartley's Crocodile Adventures co-founders, Angela and Peter Freeman with renowned tourism marketer, Robbie Bastion at the Australian Tourism Exchange 2024 expo in Brisbane. Picture: Supplied

The TTNQ Hall of Fame member sold the world-renowned Hartley’s Crocodile Adventures from the mide-2000s, pitching products to wholesalers, travel companies and consultants in North America, Europe and Asia.

“Without people like Robbie, so many businesses wouldn’t be here,” Hartley’s co-owner Angela Freeman said.

“Cairns would still be a backwater. Back then, roadshows and promotional tours used to be a men’s only game with limited exceptions. But Robbie wasn’t happy with that and so he agreed to travel with us.

“He was a strapping fellow and people just fell over themselves for him.”

The secret to Mr Bastion’s marketing magic was his natural charm and locquacious nature, Ms Freeman said.

“In Chicago, he used to tottle down to one of the bars there, pull up a stool and wax lyrical with anyone who sidled up next to him,” she said.

“One time in New York we were staying in a less than spectacular area.

“We met the drug dealers next door and street workers but by the end of it, we became part of the village because Robbie just started talking to people. It was a little bit like the Crocodile Dundee scenario but we just had the most fun.”

Fittingly, Mr Bastion was set to rack up more stamps in his passport again soon, as part of an upcoming roadshow.

“He would be in South America working for us right now had he not passed,” Ms Freeman said.

“He was just the loveliest man. There should be an award in his name.

“Our pub crawl through the rooftop bars of New York was part of one of the most extraordinary weekends of my life.”

Mr Bastion was 69. He is survived by two children and five grandchildren.

Originally published as Far North tourism sector salutes industry trailblazer, Robbie Bastion