International students have traditionally selected the major Australian cities of Sydney, New South Wales (NSW), Melbourne, Victoria and Brisbane, Queensland as study destinations. The city focus continues to expand, but the recognition and acceptance of quality regional education destinations has also grown. Federal and State Governments see the regional sector as a rich source of direct foreign investment. Regional destinations, especially those with a solid university presence, may offer a quality, positive mix to international students. By drawing their diverse educational players into a united, cohesive framework, a regional area can pursue educational strategies through a strong, cross-promoting, team-based approach. Preliminary investigation of international student data for the Cairns, Queensland region, particularly at the secondary level, provides insights into opportunities for regional secondary and tertiary education participants, highlights the successes of the region's international student marketing initiatives and points to the existence of a challenging business environment.