Enhancing Indigenous Tourism in Australia: A Discussion Paper

This discussion paper provides an in-depth analysis of indigenous tourism in Australia, focusing on the practices employed to enhance this sector and the challenges it faces. It highlights the integral role of indigenous tourism in Australia's global marketing efforts and aims to identify issues affecting its growth and development. The paper examines the gap between demand and supply, the overestimation of visitor demand, and the lack of awareness among both international and domestic tourists regarding the attractiveness of indigenous experiences. It also addresses the impact of negative media attention and the barriers faced by domestic visitors. The paper proposes strategies for the Tourism Australia agency to promote indigenous culture, including events, media broadcasts, and collaborations with tour operators, while emphasizing the crucial roles of government, local businesses, and other stakeholders in fostering sustainable tourism practices and economic growth for indigenous communities.

Discussion Paper About
Indigenous Tourism in
Australia

Table of Contents
TOPIC:- INDIGENOUS TOURISM IN AUSTRALIA..................................................................1
POSITION STATEMENT:- ...........................................................................................................1
BACKGROUND CONTEXT..........................................................................................................1
STATEMENT OF NEED:-..............................................................................................................4
SCOPE OF PROPOSED PLAN......................................................................................................6
PROPOSED PROCESS...................................................................................................................7
REFERENCES................................................................................................................................9

TOPIC:- INDIGENOUS TOURISM IN AUSTRALIA
POSITION STATEMENT:-
This report contains a discussion regarding the practices performed for enhancing the
Indigenous tourism within Australia along with several issues that this sector is facing that affect
the growth and development of indigenous people within Australia. The main focus is on
indigenous tourism as it is an integral part of Australia's tourism product offering which support
in depicting the most attractive part of Australia's global marketing activities (Ruhanen,
Whitford and McLennan, 2015). This study will support in identifying several issues which
Australian tourism is facing so that proper development of Australia's policies in term of
indigenous tourism can be performed for achieving sustainability in tourism practices. For this
the Tourism Australia agency is consider which is an agency operated by Australian government
and work toward the development of tourism sector. It work over a goal of attracting
international visitors to Australia for both leisure and business event by promoting its culture
throughout the world (Tourism Australia, 2019). But since there is a gap found between demand
and supply of tourism sector within Australia it put more emphasis toward improving the policies
so that this gap can be recovered and results into growth and development of indigenous tourism.
The main reason behind this gap is there is overestimation of tourism visitor demand in term of
indigenous experiences. This is so because majority of tour operators believes that international
tourists consider Indigenous places as second only to Sydney attractions but in reality majority of
people are not have desired information about the attractiveness of indigenous experience.
Despite of this, majority of international visitors are aware about the outdoor/nature experience
and local attraction experience, but have a very little information regarding the Arts/heritage
experience which is main attraction for indigenous experience (Carr, Ruhanen and Whitford,
2016). But the domestic people i.e. the residents of Australia are significantly more aware about
the attractiveness of Art/Heritage experience rather then international visitors.
BACKGROUND CONTEXT
With the growth of world tourism industry, most of the countries in world have promoted
indigenous culture in front of domestic as well as overseas tourist. The indigenous tourism is
mainly viewed as the mean of facilitating socio-economic benefit to the community, host region
or indigenous individuals as well. The tourism has been frequently promoted in order to increase
1

the development practices within the place so that it support in addressing the Indigenous social
as well as economical disadvantage where income can be generated from tourism practices. This
will contribute toward the economic independence, building up social capability and community
well being objectives (Whitford and Ruhanen, 2014). It has supported up to a great extend for
bringing sustainability within the tourism practices performed by indigenous people to attract
larger number of tourist to place. The majority of overseas visitors belongs to UK, USA, China
and Germany that are interested in Indigenous Australian culture, art galleries, crafts, indigenous
sites and communities, dance and theatre performance that are famous worldwide (Indigenous
Tourism in Australia: A Status Report, 2019). But despite of all these efforts put by tourism
sector the indigenous tourism still not able to get much growth in term of other segments of
world. In this the major issues that the tourism sector within the indigenous Australian
community facing is the difference between demand of tourist and supply of services within
indigenous tourism. This is one of the major issues which is affecting the growth and
development of indigenous tourism that is required to be improved in order to get the further
development of indigenous community and promoting its culture world wide.
The main cause behind this gap between demand and supply of tourism is overestimation
performed by the tour operators which leads to wastage of resources. The indigenous tourism
operators mainly overestimate the international visitor as they believes that overseas tourisms
consider the indigenous experience as second Sydney which they believes to major attraction of
this place. But in real 5% of international tourist consider indigenous experience as an activity
which they want to try while their visit in Australia. From this it can be said that majority of
people are not actually aware about the cultural representation they get while having an
experience with indigenous people in term of viewing their cultural arts, programs, dance etc.
Despite of this another barrier that increase the gap between demand and supply is majority of
domestic visitors are not much aware that the indigenous tourism experience is also available
within Australia (Abascal, Fluker and Jiang, 2016). This is also one of the main reason behind
lack of growth opportunities available to indigenous tourism practices within Australia. It is so
because when people are not have proper information regarding a particular place they don't
show any kind of interest for visiting them and suggesting others.
Despite of all this, people belongs to indigenous community are also get a negative media
attention as people has wrong perception regarding them as a result of which many tour
2

operators think it as a barrier for domestic visitors which restricts them to participate within the
indigenous tourism (Fletcher, Pforr and Brueckner, 2016). As a result of which the tour operators
provide its customers more information regarding other available tourism attraction place instead
of promoting indigenous tourism just for the sake of profit. In addition to this through the
investigation it is identified that there are certain factor which are presented by the domestic
visitors in term of barriers that not leads to increase in tourism practices. This includes, a)
indigenous tourism is consider to be a targetted place for inbound market, b) the cost for visiting
this place is relatively higher as the sources are very limited that are available tourists. c)
negative stereotypes of indigenous people which don't let other people to experience such
situations. d) lack of awareness among people in term of its cultural practices as well as things
they would be able to experience when going for indigenous tourism e) Saturation of indigenous
people as majority of people are moving toward other place in order to earn better living
standards as a result of which culture is somewhat dissolving which is continuously reducing the
attraction of domestic people toward Indigenous community visit.
These are some of the major issues that are defined by the domestic tourists as well as
people of Australia which is a cause behind lower tourist visit over the indigenous places within
Australia. This results into increase in gap between demand and supply of tourism practices
within the indigenous community as the tour operators mainly estimate the number of visitors for
a particular season (Sharpley and Telfer, 2015). But in real these estimates proves to be wrong
as people divert their tourism location to other part of Australia. In addition to this it is also being
find that Indigenous tourism is more appealing to internation visitors then that of domestic
visitors which is also consider to be a major drawback or issue which leads to a gap between
demand and supply of tourism practices (Domestic demand for Indigenous tourism in Australia,
2014). This is so because lack of involvement from domestic people reduces the chances of
getting the culture of Indigenous people promoted throughout the world as less involvement of
domestic people in tourism practices leads to employment error. Hence the skilled staff members
are not available in the travel and tourism sector which may be able to promote the cultural
aspects of indigenous people in order to attract others for visit in order to experience this
(Ruhanen, Whitford and McLennan, 2015). In addition to this the people belong to indigenous
community are not so educated and they does not have complete knowledge about importance of
tourism sector. This is the one major reason due to which tourist are not able to get complete
3

knowledge about culture of destination. Indigenous people does not treat tourist in better manner
due to which some people does not want to visit such places. Hence these issues are required to
be solved in order to develop the tourism practices among indigenous people and minimising the
gap between demand as well as supply of tourism practices which ensure economic and social
growth of indigenous community (Australia’s Indigenous Tourism Future, 2013).
STATEMENT OF NEED:-
The indigenous tourism is consider to be a part of Australian tourism products which is
one of the most attractive area to visit as it is full of cultural art galleries, things and practices or
programs which indigenous people arrange for the visitors to make their experience better. But
the major issues in this is that there is lack of information available to the people domestic as
well as international which leads to low tourist visit at such places (Mkono, 2016). This in turn
also increases the gap between the demand and supply of indigenous tourism which also affect
the economic growth as well as development of indigenous community. It is so because the
majority of people belongs to community are not much educated and as a result of which they
are not having much employment opportunity. The regular flow of tourism practices brings up
the opportunity to the indigenous people to gain certain amount of income by showcasing their
culture in front of visitors as a part of their business. But as there is lack of visit from domestic as
well as international tourist reduces the chances of indigenous people to be able to improve their
economic condition. The main cause behind this is lack of awareness among people regarding
the cultural practices, theatre programs, art gallery and several other activities that indigenous
people present which showcase the rich culture of country (Zeng and Gerritsen, 2014). Hence in
order to increase the indigenous tourism practices within Australia, the Tourism Australia
agency must work toward developing a plan for promoting the culture as well as attractiveness of
indigenous tourism practices in order to make people aware about its existence so that larger
number of people can be attracted toward the destination.
For this promotions plan the Tourism Australia agency will firstly develop the activities
to be performed in order to make domestic people aware about the indigenous tourism and its
cultural practices. This will support in future circulating the information among other so that
larger number of tourism get attracted toward it. For this the Tourism Australia agency has
decided to organise an event where the craft, art and culture of indigenous community will be
showcased within Australia to make domestic tourist aware about these places. In addition to this
4

it will also broadcast at national and international channels for circulating the information about
this culture and community (Wong, 2015). After the execution of this event, the contacts would
be made by Tourism Australia agency with several tour operators that are working in different
countries from where tourist most likely to visit Australia so that regular promotions can be
performed in front of customer with the help of those tour operators. There would be regular
interaction with those tour operators for updating their information regarding indigenous tourism
so that customer will be attracted toward it. In order to provide this information regularly a social
media page will be developed where regular video or pictures of the cultural program performed
by indigenous people while tourist visit will be posted for attracting the attention of other people.
But for the success of this plan the role of local businesses, government and other stakeholders is
very crucial. There roles are mentioned below:
Role of Government:-
In order to promote the indigenous tourism the government plays a crucial role by
providing appropriate fund for promotional practices so that each activity can be performed in
effective manner. Despite of this, government must also focuses toward formulating such
policies and practices that help in improving the experience of tourist while their visit
(Australia's international tourism industry, 2015). This may includes policies related with the tax,
encouraging high quality tourism practices, for coordinating effective marketing campaign,
regulating the burden industry is facing etc.
Role of Businesses:-
For promoting the indigenous tourism the local businesses plays a crucial role in term of
making customer happy i.e. by greeting them effectively and presenting the true culture of
country or indigenous community. In addition to this local businesses of Australia like hotels,
restaurants and other retail stores must be polite to tourist and provide them with fair product or
services at true prices (Pabel, Prideaux and Thompson, 2017). They must not try to cheat tourists
for making their own profit. These all contribute toward making a positive image of people as
well as business practices that are performed in front of tourists so that by having a better
experience they suggest other people to visit Australia and have experience of indigenous
culture.
Role of other stakeholder:-
5

The indigenous culture can be promoted in front of domestic as well as international
tourist only with the support of local people as well as individuals belongs indigenous
community. This is so because a culture is make up by people who lives in particular place and
by presenting it in effective manner it become easier to ensure re visit of tourist (Daly, 2018).
For this local people or community must focuses toward keeping their sites clean, try to make
proper facilities available and show case real culture of country despite of using any kind of
artificial things for making it attractive in front of tourists.
Hence from the above mentioned information it is clear that the gap between the demand
and supply of indigenous tourism practices can be reduced with the help of promoting its culture
and making information available to the people. But this promotional practices are not possible
at individual level, hence the equal contribution of stakeholders like government, local
businesses and other stakeholders are essential which all support in improving the experience of
tourist while their visit at Australia and indigenous society. This plan also focuses toward
increasing the intervention of government as it support in improving the policies and practices
adopted for tourism in order to facilitate the product development as well as market growth with
indigenous sector (Australian indigenous tourism policy: practical and sustainable policies,
2019).
SCOPE OF PROPOSED PLAN
As there is a gap between demand and supply of indigenous tourism due to lack of
awareness among domestic as well as international tourism it is essential for working over it by
promoting the culture of indigenous community. Hence the plan formulated by Tourism
Australia agency will be fruitful and it has a wider scope for the tourism development. This is so
because by promoting the culture, craft and art of indigenous people with the help of organising
an event it become easier to introduce the culture of indigenous community to the world as
majority of people are not aware with such community (Page and Hall, 2014). Despite of this it
also help in enhancing the knowledge of domestic tourist regarding the community and kind of
experience they get when they visit such place. This in turn contribute toward spreading this
information among the international tourist as when they visit Australia the localists will suggest
them to experience indigenous community.
In addition to this, the implementation of such strategy will contains the contribution of
various stakeholders such as government, local people and businesses that are involve in tourism
6

related practices. This in turn contribute toward improving the policies as well as practices that
are being adopted for performing the tourism practices in effective manner. It will includes
policies regarding the tax rate as well as price of products or services which are being purchased
by tourist while their visit at particular place. In this the tax rate will be kept low so that more
and more tourist focus over experiencing the indigenous tourism (Johnston, 2014). Despite of
this, by fixing up the price over products purchased by tourism also support in ensuring that the
tourists must not be exploited through the community people by charging higher over the prices.
This in turn support tourists to have a good experience while getting services at reasonable price
and on the other side local people would be able to earn appropriate income.
Despite of it, this plan of Tourism Australia agency also approaches toward increasing
the governmental intervention within the tourism practices. In addition to this, the policies and
guidance regarding the effective tourism practices are also being managed by the government. So
that its implementation among the society of indigenous people get mandatory and they will
follow for providing a better experience to tourist (Tourism Policy and Strategy, 2019). These
practices will ensure that each and every tourist must be treated in effective manner so that they
present a positive image of indigenous society within their country.
On the other hand, a policy will also be formulated that in tourist related business
majority of employees will be from indigenous community so that the culture will be promoted
effectively among the tourists. This will reduce unemployment among society and also
contribute toward creating awareness among indigenous families regarding the manner in which
tourists must be greeted for providing them positive experience so that they revisit he place and
also suggest others.
PROPOSED PROCESS
For creating awareness among the domestic as well as international tourists, Tourism
Australia agency has formulated a plan where cultural event is being organised for broadcasting
it among international channel to make people aware about the indigenous society and
experience they gain after visiting. This plan involve following process,
Setting up vision:- The main vision of this plan is to engage majority of indigenous
people within the promotional activities of tourism so that their would be social and economical
development of people with the increase in tourism related practices (Johnston, 2014).
7

Formation of committee:- For effective running of plan a committee will be formulated
that involves key persons of the Tourism Australia agency and other members like community
heads, transportation business persons etc. So that plan can be evaluated or improved as per the
guidance of these peoples.
Consultation:- Once the plan is approved by committee members it is then presented in
front of governmental authorities in order to take approval for the project in order yo proceed it
further.
Organising activities:- After getting approval from the governmental authorities,
activities to be performed for event will be organised by interacting with indigenous people and
making them prepare for presenting their arts and crafts in event (Daly, 2018).
Implementation:- Once all the activities get scheduled and arranged for final
presentation it is then implemented within the event in front of whole world. This will support in
making people familiar with the culture of indigenous people.
Review:- After the event get organised and broadcast over the international channels the
progress will be measures by identifying the feedback of people coming from several part of the
world. It will also be measured in term of increasing the number of tourism visit.
8

REFERENCES
Books & Journals
Abascal, T. E., Fluker, M. and Jiang, M., 2016. Domestic demand for Indigenous tourism in
Australia: understanding intention to participate. Journal of Sustainable Tourism. 24(8-
9). pp.1350-1368.
Carr, A., Ruhanen, L. and Whitford, M., 2016. Indigenous peoples and tourism: the challenges
and opportunities for sustainable tourism. Journal of Sustainable Tourism. 24(8-9).
pp.1067-1079.
Daly, A. E., 2018. The determinants of Aboriginal employment income. Canberra, ACT: Centre
for Aboriginal Economic Policy Research (CAEPR), The Australian National
University.
Fletcher, C., Pforr, C. and Brueckner, M., 2016. Factors influencing Indigenous engagement in
tourism development: an international perspective. Journal of Sustainable
Tourism. 24(8-9). pp.1100-1120.
Johnston, A. M., 2014. Is the sacred for sale: Tourism and Indigenous peoples. Routledge.
Mkono, M., 2016. Sustainability and Indigenous tourism insights from social media: worldview
differences, cultural friction and negotiation. Journal of Sustainable Tourism. 24(8-9).
pp.1315-1330.
Pabel, A., Prideaux, B. and Thompson, M., 2017. Tourists' preferences with Indigenous tourism
experiences in the Wet Tropics of Queensland, Australia. Journal of Hospitality and
Tourism Management. 31. pp.142-151.
Page, S. J. and Hall, C. M., 2014. The geography of tourism and recreation: Environment, place
and space. Routledge.
Ruhanen, L., Whitford, M. and McLennan, C. L., 2015. Exploring Chinese visitor demand for
Australia's indigenous tourism experiences. Journal of Hospitality and Tourism
Management. 24. pp.25-34.
Ruhanen, L., Whitford, M. and McLennan, C. L., 2015. Indigenous tourism in Australia: Time
for a reality check. Tourism Management. 48. pp.73-83.
Sharpley, R. and Telfer, D. J. eds., 2015. Tourism and development: Concepts and issues (Vol.
63). Channel View Publications.
Whitford, M. and Ruhanen, L., 2014. Indigenous tourism businesses: An exploratory study of
business owners' perceptions of drivers and inhibitors. Tourism Recreation
Research. 39(2). pp.149-168.
Wong, I. A., 2015. A multimethod multilevel study of heritage transmission: The role of culture
on tourist interest and authenticity. Journal of Travel Research. 54(5). pp.672-685.
Zeng, B. and Gerritsen, R., 2014. What do we know about social media in tourism? A
review. Tourism management perspectives. 10. pp.27-36.
Online
Australia's international tourism industry. 2015. [Online] Available through:
<https://www.pc.gov.au/news-media/pc-news/previous-editions/pc-news-may-2015/
australia-international-tourism-industry>./
Australia’s Indigenous Tourism Future. 2013. [Online] Available through:
<https://bel.uq.edu.au/article/2016/04/australia%E2%80%99s-indigenous-tourism-
future-gap-analysis>./
9

Australian indigenous tourism policy: practical and sustainable policies. 2019. [Online]
Available through: <https://tandfonline.com/doi/abs/10.1080/09669581003602325?
src=recsys&journalCode=rsus20&>./
Domestic demand for Indigenous tourism in Australia. 2014. [Online] Available through:
<https://www.tandfonline.com/doi/abs/10.1080/1743873X.2014.921183>./
Indigenous Tourism in Australia: A Status Report. 2019. [Online] Available through:
<https://www.researchgate.net/publication/237087008_Indigenous_Tourism_in_Austral
ia_A_Status_Report>./
Tourism Australia. 2019. [Online] Available through:
<http://www.tourism.australia.com/en/about/careers.html>./
Tourism Policy and Strategy. 2019. [Online] Available through:
<https://www.austrade.gov.au/Australian/Tourism/Policy-and-Strategy>./
10