Improvements in human wellbeing are dependent on improving ecosystems. Such considerations are particularly pertinent for regions of high ecological, but also social and cultural importance that are facing rapid change. One such region is the Great Barrier Reef (GBR). Although the GBR has world heritage status for its 'outstanding universal value', little is known about resident perceptions of its values. We surveyed 1545 residents, finding that absence of visible rubbish; healthy reef fish, coral cover, and mangroves; and iconic marine species, are considered to be more important to quality of life than the jobs and incomes associated with industry (most respondents were dissatisfied with the benefits they received from industry). Highly educated females placed more importance on environmental non-use values than other respondents; less educated males and those employed in mining found non-market use-values relatively more important. Environmental non-use values emerged as the most important management priority for all.