WHITSUNDAY tourism operators are jumping on board a new incentive program to reward and encourage taxi drivers throughout Proserpine and Airlie Beach.

The initiative is the brainchild of Mackay/Whitsunday Taxis marketing and customer service manager Mia Gudenswager who wants to improve public perception of the region's drivers.

Ms Gudenswager said drivers had the option to accept or reject bookings. She said travelling 20kms from Airlie Beach to Proserpine for a $5 fare was sometimes difficult for drivers to justify and could be quite a thankless task.

"Hence, my train of thought for running promotions for the guys is [about] morale building," she said.

Under the terms of the initiative, the driver with the most bookings and least number of rejected bookings for the month stands to win a prize.

For the program's first month of November this was one night's accommodation for two people with the atHotel Group and an Ocean Rafting tour for two, including a barbecue lunch. Ocean Rafting co-owner Jan Claxton said her company was keen to become involved because what taxi drivers said and how they operated impacted everyone.

Likewise, Ocean Rafting office assistant Nathan Fleming said "we all know how the cab drivers are a massive word of mouth in this town".

"And they're the first port of call for people arriving at the airport," he said.

Nikia Billsborough from the atHotel Group said it was important to provide good customer service from the start of a guest's visit "and to spread good, positive word about local businesses".

November's winner John Wallace said he believed strongly in customer service and wanted to see an improvement in the relationship between taxi drivers and the general community.

"And generally speaking I don't reject bookings," he said.

"If I get given it, I do it."