Indigenous Tourism Development Strategy: Planning Environment

This report addresses the declining participation in Indigenous tourism experiences in Australia, highlighting the gap between supply and demand. It proposes a new tourism policy to address these issues, drawing on global examples of Indigenous communities benefiting from tourism development. The report notes that while Indigenous tourism represents a small percentage of overall tourism, it contributes significantly to the Australian economy. It examines the reasons for low engagement, including a lack of promotional material and misrepresentation of Indigenous communities. Furthermore, the report emphasizes the need to normalize Indigenous tourism and promote Indigenous communities beyond solely cultural dimensions. It also discusses challenges related to economic disadvantages, cultural perceptions, and welfare reliance within Indigenous communities, and it considers government initiatives aimed at improving Indigenous engagement in the tourism sector. The report ultimately advocates for a comprehensive strategy to address supply-side issues and promote sustainable development in Australian Indigenous tourism.

Running head: TOURISM PLANNING ENVIRONMENT
TOURISM PLANNING ENVIRONMENT
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Table of Contents
Position Statement/ Introduction.................................................................................................2
Background context.....................................................................................................................3
Statement of need for Addressing Supply Issues in Australian Indigenous Tourism Sector......6
Aboriginal Tourism Development Strategy (proposed strategy)...............................................10
Proposed process of Indigenous Development Strategy...........................................................12
References..................................................................................................................................14

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Position Statement/ Introduction
Indigenous tourism has been identified as an integral part of Australia’s tourism product
offering and is one of the fundamental experiences which support Tourism Australia’s global
marketing activities. However participation in Indigenous tourism experiences by both
international as well as domestic markets has been declining since past decade. It has been
highlighted by Tourism Australia that domestic supply and demand for Australian Indigenous
tourism products in relation to other forms of conventional tourism is low (Carr, Ruhanen and
Whitford 2016). Regardless to the conflicting investigations related to the attainment of
Indigenous tourism in Australia, unquestionably the supply and demand as well as interest for
Indigenous tourism focused by previous supply and demand investigation has not been emerged
into visitor flows for wide ranging Indigenous tourism trade and business (Vanhove 2017). The
following paper is formed to propose the preparation of new tourism policy in order to address
the gaps of supply and demand in Indigenous tourism sector.
` At the global level there can be identified various examples related to Indigenous
communities experiencing both social and economic gains and revenues emerging from limited
development opportunities. Such patents themselves in a range of unconstructive socio-economic
indicators (Abascal, Fluker and Jiang 2016). However in order to eradicate areas of economic
deficit and other socio-economic disparities which exhibit a tendency to confront Indigenous
communities, agency policies, governments along with international organizations have
proposed and approved various development strategies. Tourism has been one of the essential
developmental tools recognized as offering constructive opportunities to enhance life and
economic conditions of Indigenous people in a way that safeguards their cultural and natural
resources and simultaneously empower the communities. Ruhanen, Whitford and McLennan

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(2015) reveal that the Australian federal government along with wide ranging Indigenous
communities have been expanding policy infrastructure to aid and promote Indigenous tourism.
On one hand the total visitor numbers, both ranging from domestic and global regions engaged in
Indigenous tourism represent around 2% of the aggregated tourist numbers whereby this
percentage further signifies an amount of A$ 6 billion of combined supply and contribution to
the Australian economy (Carr, Ruhanen and Whitford 2016). While on the other hand, over the
past decade domestic tourists have been representing over 98% of the tourism sector in Australia
and international visitors tend to represent a diminutive portion of 4% (Lloyd et al. 2015).
Background context
Tourism is typically been promoted as a promising developmental strategy and approach
for Indigenous communities in Australia. There can be identified evidences which underline the
claim that sustainable tourism can result to the alleviation of economic deficiency, enhancement
of life conditions of Indigenous people along with the preservation of cultural tradition, heritage
and environment (Carr, Ruhanen and Whitford 2016). Demand for cultural tourism experiences
such as visiting Indigenous communities and their tribal land and heritage has been identified as
crucial among the sectors of elevated growth rate and supplying around 38% of all world travel.
Abascal, Fluker and Jiang (2016) have noted that in Australia, Indigenous tourism has undergone
a low rate of demand over past decade. However it has been argued that Indigenous tourism has
not been regarded as essential determinant of tourism activity which either global or domestic
tourists prefer to get involved while travelling within the country. Furthermore, Vanhove (2017)
indicates that regardless to the gap of supply and demand, certain degree of latent domestic
curiosity tends to persist in certain Australian destinations. These regions or destinations
however exhibit strong representation of Indigenous tourism.

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However it has been observed that these intentions do not typically renovate into forms of
engagement thus a sharp decline has been noticed between areas of intentions and actual
engagement. Attributes of Indigenous tourism magnetism have further been recognized in varied
contexts (Buckley et al. 2015). It seems that ‘attaining knowledge’, ‘history’, ‘customary
lifestyles’, engagement with ‘Indigenous communities’ are regarded as primary features.
Furthermore, it reveals that some of these attributes are not appropriately signified within the
realm of Indigenous tourism marketing initiatives. Mistilis Buhalis and Gretzel (2014)
emphasized on evaluating tourism brochures revealed that lack of accuracy in proper
representation of Indigenous communities and deficit of knowledge results to the wide gaps of
supply and demands in Indigenous tourism around Australia. While understanding the wide areas
of deficit barriers associated to lower rate of tourist engagement that is the perception of
authenticity and lack of recognition has been identified (Picard 2015). The domestic contribution
growth in Indigenous tourism has scarcely been altered in the past one decade despite of the
slight rise in 2012-2015.
Altman (2018) reveal that despite an assertive view related to the demand for Indigenous
tourism amongst a range of stakeholders, there can be identified a great deal of inconsistency and
dilemma regarding the true rate of demand. It is the relentless effort of Tourism Research
Australia to efficiently bring resolutions of areas of gaps and uncertainty on Indigenous Tourism.
Furthermore, regardless of concerns by authors, the conventional perception in Australia relied
on the area that demand for Indigenous tourism has been of greater importance within the
domain of foreign visitors in relation to domestic visitors (Picard 2015). Such instability is
regarded as substantial problem for the sector as over 70% of tourism leisure expense in
Australian tourism sector emerges from domestic market (Bec, McLennan and Moyle 2016).

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However an approach to efficiently mitigate such perceived lack of domestic interest is to
normalize Indigenous tourism and further promote Indigenous communities rather than solely
emphasizing on cultural dimensions of Australian tourism (Abascal, Fluker and Jiang 2016).
However an additional problem for the Indigenous tourism sector is related to a low tourism
market profile. Furthermore, an Australian Tourist Commission (ATC) proposed one of the
primary reasons for the deficit of engagement and participation in the domain of Indigenous
tourism by people showing inclination has a lack of promotional material crucial for tourism
planning activities (Bruwer, Gross and Lee 2016). It has further been proposed that between 60%
and 80% of international tourists who developed an interest in experiencing or encountered an
Indigenous tourism product perceiving of lower rate of advertising (Taylor et al. 2018).
Fleming (2015) indicated that during 2012, the Indigenous tourism industry had
undergone extensive rate of vulnerability and unsubstantiated challenges regardless of the efforts
emerging from government and other private sector initiatives. Distinctively the level of
domestic supply and demand has been an issue which the Indigenous Tourism Sector requires to
shed light upon. However, there can be identified studies which have emphasized on the barriers
to sustainable advancement of Indigenous tourism business (Martínez-Martínez, Cegarra-
Navarro and García-Pérez 2015). It is significant to comprehend that majority of Indigenous
tourism businesses are not so major and thus tend to encounter similar drawbacks and hazards as
small non-Indigenous businesses. For instance, it has been noted that around two thirds of
majority of small business have been highly incompetent within the initial five years of operation
(Bec, McLennan and Moyle 2016). Furthermore, in regards to the challenges related to lack of
supply and demand by all businesses, Indigenous tourism business further experience issues and
dilemma specifically related to communities and life conditions of Indigenous people (Picard

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2015).
Substantial level of economic disadvantages has further been considered as critical
factors for identifying gaps in supply and demand in the Indigenous sector. Such situations have
resulted to the Indigenous communities to be incapable of accumulating considerable level of
personal savings (Mistilis Buhalis and Gretzel 2014). Furthermore, a critical deficit of personal
savings unified with community ownership of land and possessions lead to the reluctance of
customary lending enterprises to supply profuse resources to Indigenous tourism traders. The
cultural perceptions and belief systems of Indigenous Australians typically contribute to the
issues related to the sustainability of Indigenous tourism business (Altman 2018). These
standards, values and ideologies have the propensity to create hindrances with the perceptions
and values promoted by Non-Indigenous communities related to work ethic and increase of
resources. Author emphasized on the way Indigenous Australians may possess cultural
obligations which can refrain these people from attending work on daily basis that to over
expanded duration. However priorities such as these tend to be at unconstructive position with
the world of commerce whereby considerable rate of importance has been posited on areas of
regularity, consistency and promptness (Tourism.australia.com 2018). The conceptualization of
obligation however may tend to arise intricacies for an individual of Indigenous communities to
invest revenues back into tourism business. Furthermore, forms of welfare reliability and reliance
over consecutive generations have experienced a significant decline in areas of self-reliance and
self-confidence along with stifling level of ambition (Austrade.gov.au 2018).
Statement of need for Addressing Supply Issues in Australian Indigenous Tourism
Sector
Commonwealth and state governments in recent times have developed a wide array of

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policy initiatives efficiently designed to improve the level of engagement of Indigenous
communities in tourism sector (Austrade.gov.au 2018). Such Indigenous participation has been
primarily witnessed in areas of cultural and eco-tourism and further tends to encourage cultural
awareness and employment primarily in economically dejected secluded communities. However,
Indigenous tourism sector typically experiences wide gaps in the supply and sustainability of
success. The Australian federal governments through its approaches and strategies of
development identify the value of tourism as a developmental tool for Indigenous people and
communities. Reports reveal “The Indigenous Economic Development Strategy 2011-2018”
which is an Australian federal governmental strategy primarily aims to aid Indigenous
communities to efficiently provide them similar privileges and benefits as non-Indigenous
Australians (Altman 2018). These policies fundamentally emphasize on vital areas and reducing
gaps of supply and resources by creating environment which underlines economic growth,
promoting business development and trade and further helping Indigenous Australians to
successfully attain financial security and autonomy (Taylor et al. 2015). However one of the
actions to support such as strategy developed by the federal government is to proficiently
facilitate associations between Indigenous and Non-Indigenous businesses in the tourism
industry (Chivers et al. 2015).These approaches aim to permit skills transfer and general tourism
expansion and growth under the National Long Term Tourism Strategy Plan. Furthermore, it has
been noted that within the skills of development and employment key area, the fundamental aim
for 2011-2012 relied on engaging around 280 Indigenous Australians and further employ around
250 Indigenous trainees in the sector of pastor and tourism business (Altman and Allen 2018).
These data are consequential to the initiatives proposed by Indigenous Land Corporation (ILC).
However there can be identified no significant method signifying the way ILC has arrived at the

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figures and relative goals it has aimed for 2020 (Lloyd et al. 2015).
In addition to the efforts initiated by the Australian federal government, there have been
identified several state and territory governments in Australia supporting strategies to facilitate
Indigenous tourism. For instance, it has been observed that Northern Territory initially started to
identify cultural aspects of Indigenous communities as an elevating area of tourism and have
further considered the importance of aligning this subsector with the overall Australian tourism
sector (Abascal, Fluker and Jiang 2016). Furthermore, within the Tourism Australia certain
strategies have been considered which aims to increase Indigenous involvement and engagement
within the tourism workforce. It has been observed that Tourism 2020 Strategy Policy indicates
the development of a pilot program implemented to facilitate skill transfer between Indigenous
and Non-Indigenous tourism sector (Vanhove 2017). However, as part of these strategies,
Australian Tourism Sector has revealed its willingness to guide Indigenous communities by
efficiently underlining the development of customary and innovative Indigenous tourism
services. In addition to this, around A$3 million has been invested by Australian government for
locally significant Indigenous projects (Tourism Western Australia 2018).
Furthermore, in order to efficiently construct a prominence and significance of
consistency and excellence in tourism service delivery for Indigenous projects, Tourism
Australia along with Indigenous Business Australia (IBA) has established Indigenous Tourism
Champions Program (ITCP) (Taylor et al. 2018). The program primarily comprises of around 25
Indigenous owned products which constitutes around 50% of proprietorship. It is important to
note, that 80% of these services and products are supplied in the Northern Territory, Queensland
as well as Western Australia (Buckley et al. 2015). Furthermore, there have been identified
‘Aboriginal experience’ products; whereby the major section in the Northern Territory has been

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followed by Queensland with around 30% of the supply (Abascal, Fluker and Jiang 2016).
Australian tourism sector being one of the key determinants of the Indigenous
communities comprise large players who tend to serve a critical role in addressing the gaps of
supply and demand in this sector. As the public sector seeks Indigenous tourism development as
essential means of gaining income, stimulating regional or local development and further
creating wide range of employee opportunities (Carr, Ruhanen and Whitford 2016). This section
of stakeholder typically coordinates the level of capital and interests of stakeholder through
comprehensive regulations, procedures and incentives to proficiently encourage the behaviour
and perspectives of stakeholders to attain the sustainable development for Indigenous destination
(Vanhove 2017). In addition to this, the Indigenous community typically serve crucial role
because of their dominance and value at the destination and further provide regional resources to
tourists. Thus during the process of Indigenous tourism progress and expansion, these
communities occupy the central role in regulating and establishing the Indigenous notions and
theme purposed for the Indigenous destination development. Carr, Ruhanen and Whitford (2016)
reveal that the critical deficit in supply and demand of resources in Indigenous Tourism
extensively poses impact on Indigenous people and their communities at both positive as well as
negative way. Thus the Indigenous people have been developing agencies and institutions to
circumvent the potentials of deterioration and unconstructive business opportunities for such
critical shortfall of demands (Vanhove 2017).
Australian Tourism Sector being identified as the primary stakeholders in relation to
commercial activities and performance at the destination, the Indigenous tourism sector is highly
accountable for its current tourism development to a substantial level. This sector however
further practises an appropriate return on investment as well as revenues as is usual being

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business organizations (Fleming 2015). The long term incomes and revenues along with business
sustainability of Indigenous tourism industry serves as a core area of interest for economic
beneficial of the Indigenous communities. Furthermore, preservation and maintenance of
attractive, traditional and heritage of Indigenous culture with the constructive environment at a
destination is fundamental in order to continue the commercial activities of Indigenous tourism
sector (Getz and Page 2016). Thus substantial degree of inclination and preference of tourists
from both local and international level is considered as critical to mitigate or reduce gaps of
supply and value of the Indigenous tourism sector.
Aboriginal Tourism Development Strategy (proposed strategy)
The Australian Indigenous Tourism sector must implement an Aboriginal Tourism
Development Strategy which aims to represent a vital framework for distinguishing, establishing
and pursuing policies, regulations, practices and appropriate administrative arrangements
important for Indigenous people (Austrade.gov.au 2018). These plans and approaches further
will facilitate the Indigenous tourism sector to attain sustainable initiatives in this industry. It will
further offer new and enhanced opportunities for initiating accurate values and standards to
reduce any critical gaps and protect the sustainability and credibility of original Aboriginal
tourism product. The developmental strategy further outlines the importance of associations
between Indigenous businesses and of collective ventures and initiatives among Indigenous and
Non-Indigenous sectors which tend to stimulate the importance of public sector
investment(Tourism Western Australia 2018)The primary vision of this strategy lies on the
sustainable engagement of Indigenous communities in tourism sector. Furthermore, the essential
aim of this plan seeks to emphasize on greater degree of opportunities in order to enhance both
the cultural as well as commercial value to the Western Australia industry in order to acquire

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mutual benefits.
Furthermore, the extent of this strategy relies on assisting Indigenous people to envisage,
determine and further rise commercially along with sustainable tourism initiatives which exhibit
genuine Indigenous cultural aspects, traditions, art along with spiritual heritage as well as
exceptional wilderness events and experiences. There have been distinguished certain critical
issues to taken into consideration for generating its effective outcomes of this strategy. The
strategy essentially would need to be highly susceptible as well as responsive to cultural and
traditional patterns of Indigenous communities along with its heritage value while
acknowledging, determining as well as sustaining Indigenous destination initiatives along with
employments opportunities. Furthermore it has been noted by Carr, Ruhanen and Whitford
(2016) that Indigenous communities and individuals may not efficiently perceive or tend to
constitute limited access for feasible and practical engagement in Indigenous tourism initiatives.
The tourism planning will further aim to distinguish a series of Indigenous tourism
knowledge development and training which fail to address appropriate groups or individuals.
This area of knowledge development primarily purposes to those who diligently seek to make an
entry and sustain in the Indigenous tourism sector (Vanhove 2017). The proposed plan of
tourism development also underlines time and activities which exhibit a tendency to establish as
well as sustain practical forms of initiatives and endeavours generated by Indigenous groups
engaged in the tourism sector (Picard 2015). Furthermore, this plan will essentially aim to
distinguish the need for Indigenous communities to serve proficient and critical roles in
contributing leadership roles and techniques from the outset of the strategy. These proposed
areas will intend to promote and improve the development of Indigenous tourism planning and
initiatives along with a rise of employment opportunities and scope by situated outside the realm