QUALITY is the key to attracting more visitors to the Great Barrier Reef after figures show stagnating numbers in the past 20 years.

An ecotourism expert is recommending operators highlight the quality experience to beat rivals.

Ecotourism Australia’s Global Eco Tourism Conference convener Tony Charters said the number of Reef visitors had remained the same for 20 years.

"The Great Barrier Reef currently hosts 1.3 million visitors per year, similar numbers in 2011 as in 1991, 20 years ago," he said.

Mr Charters said rival destinations were providing cheaper holidays but not a better experience.

He said Australians were heading to Vietnam, Fiji and even the US because it was cheaper than Cairns, Townsville or the Whitsundays.

"We can’t compete on price but we can compete on the quality of the experience. The Great Barrier Reef has excellent reefs, the best in the world and Australia is a world leader in managing the quality of the reefs," he said.

Passions of Paradise chief executive officer Scotty Garden said most of the region’s Reef operators offered good quality and varied products.

He said Tourism Queensland and Tourism Australia were doing a good job of promoting the quality of the Reef product.

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