Inspiring young Queenslanders to work and find success in the tourism industry

Alicia Masters


Inspired by the environment, First Nations culture and the outdoors, Alicia developed a career in nature-based tourism where she is motivated by connecting visitors to the diverse experiences North Queensland offers.

After a career in local government administration with the Townsville City Council, spanning roles in human resources, finance, contracts administration and business operations, Alicia combined her business skills with her love of the natural wonders of the region to create her own nature-based tourism company.

In 2017, Alicia started North Queensland Tours, enabling visitors to experience the wonders of the region through personalised guided tours to places such as the Wet Tropics World Heritage Area of Paluma and Little Crystal Creek and Wallaman Falls. Alicia offers a personalised booking service, helping connect visitors with tours across Hinchinbrook, Townsvillle, Magnetic Island and Ravenswood. Travellers can also sign up for activities including sailing, kayaking, jet-skiing, snorkelling, food and wine tours and bushwalking in the region.

Alicia values good old fashioned service and her goal is to connect each traveller with suitable tours and experiences so they can relax and have a great time with everything taken care of.

Alicia’s contribution to the tourism industry has been recognised with many awards, including North Queensland Tourism and Events Young Achiever of the Year 2019, Bronze Award for New Tourism Business 2019, Category Winner in the Wet Tropics Tour Guide Competition 2020 and Nominee for the Queensland Tourism Awards Young Achiever of the Year 2021.