The challenge for those involved in the tourism business in luring these millennial travellers pertains to the continuance of nature education’s importance as a tool in supporting sustainable tourism at the Great Barrier Reef. Interpretation or nature education has been employed as a key strategy in influencing tourist behaviour and in minimizing negative impacts. In this study, the millennial travellers were much less interested with regards to this facet of their reef experiences implying that tourism managers may have to revisit strategies drawn out for influencing tourist behaviour and communicating with them. The millennial travellers were also more demanding with regards to organising their reef experiences so as to maximise value for money. Those tour operators at the Great Barrier Reef who can address this need are probable to garner a competitive advantage among this group. The generation Y or millennial travellers were coming up as a group possessing unique pattern of expectations, motivations and characteristics. Not all of media’s claims pertaining to generation Y are reinforced by evidence. Also not all claims may pertain to particular tourism destinations. Also demonstrated in this study is the importance of longitudinal data sets in offering the requisite information in evaluating and describing changing patterns of tourist behaviours. In misunderstanding Generation Y or the millennial travellers, there is a risk. Tourism research is a vital component in managing this risk.