Efforts are being made to "brand" a section of the Captain Cook Highway between Cairns and Port Douglas to entice tourists to experience one of the most stunning stretches of coast in Australia.

'The Great Barrier Reef Drive' is being touted as a rival to Victoria's famous Great Ocean Road, and Tourism Port Douglas and Daintree executive officer Doug Ryan has described the stretch of highway as a "ready-made attraction."

"This has been an idea of mine for some years and in fact, during a conversation with (local businessman) Charlie Woodward, he also had the idea.

"This is a great opportunity for the region to highlight a great asset and hopefully generate more visitation to the region, through extra exposure, promoting to all facets of our visitor profiles including international, interstate and local visitors," Mr Ryan said.

Pictured: Rex Lookout is a prime attraction on the Captain Cook Highway.

He added that the drive has been rated in the top five in the nation, and branding The Great Barrier Reef Drive (as opposed to renaming the Captain Cook Highway) could be introduced at little cost.

"The cost of stage one, that is, start using the name on maps, media, in presentations, etcetera is of little cost and can be phased in over time.

"Phase two would probably require some signage and a marketing campaign that would require funding.

"Stage three would be to increase information signage on the GBR and World Heritage Rainforest and Wet Tropics at major vantage points. Development of an ongoing marketing campaign would be included."

Mr Ryan said he would write to the Department of Transport and Main Roads, Federal and State Ministers, Cairns Regional Council, Tourism Tropical North Queensland, Tourism Queensland and Drive North Queensland to garner support for the concept.