The Best Job in the World

Imagine being paid six figures to live in a beachfront villa, snorkel the Great Barrier Reef, and post about it on social media. No, this isn’t a travel influencer’s dream—it was a real job. In 2009, Tourism Queensland launched a viral marketing campaign that became a global phenomenon: “The Best Job in the World.”

More than just a publicity stunt, this unique opportunity captured the imagination of job seekers everywhere. But beyond the palm trees and hashtags, it also revealed something deeper: people are craving purpose, flexibility, and joy in their work.

The Job That Broke the Internet

The role? “Caretaker of the Islands of the Great Barrier Reef.” The responsibilities? Swim, snorkel, relax, explore—then blog about your experiences. The salary? A generous $150,000 AUD for six months, plus flights and accommodation in a luxury beach house on Hamilton Island.

Applicants were required to create a one-minute video explaining why they were the ideal candidate. The response was staggering. Over 34,000 people from more than 200 countries applied. The campaign generated an estimated AUD $400 million worth of global media coverage—making it one of the most successful destination marketing campaigns ever created.

The Winner: Ben Southall’s Life-Changing Adventure

British charity events manager Ben Southall beat thousands of applicants to land the coveted role. Over the next six months, Ben explored 16 islands, generated massive online engagement, and helped boost Queensland tourism following the global financial crisis. He later became a motivational speaker, tourism ambassador, and author—proof that one opportunity can launch a whole new career path.

Why This Job Resonated with So Many

It was about more than sunshine and selfies.

The massive response highlighted a universal truth: people want more from their careers. A survey by PwC shows that flexibility, fulfilment, and impact matter just as much—if not more—than money or status.

That’s why “dream jobs” today are increasingly defined by lifestyle fit, purpose, and autonomy. Whether it’s becoming a digital nomad, launching your own consultancy, or working in sustainability, people want work that fits their values and lives—not just their resumes.

So… How Do You Land Your Own “Best Job”?

While not everyone will be paid to live on a tropical island, you can absolutely take steps toward a more fulfilling career. Here’s how:

• Identify what energises you: Is it helping people, solving problems, or working outdoors?
• Invest in upskilling: Start a flexible online course in areas like tourism, digital marketing, or content creation.
• Build your personal brand: Whether you’re applying for a job or building a business, having a clear story and online presence matters. Start by creating a standout personal brand.
• Get curious, not comfortable: The best roles often emerge when you step outside your comfort zone.

What the “Best Job” Campaign Taught Us About Work

This viral campaign might be over, but its legacy continues. It changed the way we think about marketing, tourism—and our own expectations of work. It proved that storytelling, purpose and lifestyle matter. And it showed that sometimes, the most rewarding opportunities come when we stop playing it safe.

If you’re ready to find a career that lights you up, we’re here to help. Start exploring career-changing courses today, and take the first step toward your version of the best job in the world.