Victoria's Aboriginal Tourism Development Strategy 2013-2023

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Victoria's Aboriginal Tourism Development Strategy 2013-2023 Victoria’s Aboriginal Tourism Development Strategy 2013–2023 MESSAGE FROM THE MINISTER Victoria’s Aboriginal Tourism Development Strategy for 2013–2023 represents an exciting opportunity to enhance our State’s offering of sophisticated, engaging tourism experiences that showcase Victoria’s unique Aboriginal cultures. It will provide a focus for developing and promoting attractions that tap into our State’s rich Aboriginal history, cultural expression and diversity in both an urban context, as well as across regional Victoria. The Strategy has been developed in consultation with the State’s Aboriginal tourism industry and key stakeholders to ensure a collaborative approach that maximises opportunities for local tourism operators and delivers products that appeal to international and domestic visitors. Over the next 10 years, this comprehensive framework will facilitate actions that create a strong, sustainable Aboriginal tourism industry that makes a significant contribution to growing our overall tourism sector. I look forward to implementing the Strategy in partnership with tourism operators, and State and local government agencies to position Victoria as a State offering a rich and diverse range of Aboriginal tourism experiences. The Hon Louise Asher MP Minister for Tourism and Major Events TABLE OF CONTENTS Executive Summary 2 Policy Context and Strategic Planning Framework 4 Tourism – a pathway to a better economic future . 4 Industry Overview 5 Aboriginal participation in tourism in Victoria . 5 A national perspective . 5 Market Overview 6 Motivators for travel . 7 background Traditional Victorian Aboriginal Art . Priority markets and segments . .. 8 Possum-skin cloak, Lake Condah, Victoria 1872 . Use of the cloak’s design is endorsed by Issues and Opportunities 9 the Gunditjmara traditional owners of Lake Condah through the Gunditj Mirring Traditional Owners Aboriginal Corporation . Guiding Principles 10 Intricately decorated and uniquely individual, today only five such traditional Victorian cloaks are known to exist . Strategic Directions 11 front cover Caroline Briggs, Boon Wurrung Elder and visitors at Birrarung Marr, Melbourne . Direction 1 – Position Melbourne as the destination recognised as having a suite of authentic, disclaimer Throughout this document the term in depth and accessible Aboriginal experiences . 11 ‘Aboriginal’ is used to refer to both Aboriginal and Torres Strait Islander people . Use of Direction 2 – Develop and promote regional Victorian the terms ‘Koori’, ‘Koorie’, and ‘Indigenous’ Aboriginal tourism offerings . 13 are retained in the names of programs and initiatives, and, unless noted otherwise, are inclusive of both Aboriginal and Torres Strait Direction 3 – Develop and grow the industry Islander peoples . capabilities of Aboriginal tourism businesses . 14 Direction 4 – Market and distribute Aboriginal product and experiences to a global audience . 15 right Bunjil is the Spiritual Creator of the Kulin Nation, who gave life to the first people, the rivers, the mountains, animals and trees . 1 EXECUTIVE SUMMARY Vision – By 2023, Melbourne and Consumer demand for Aboriginal experiences is regional Victoria will boast a growing significant amongst international markets, particularly Western Hemisphere markets such as the United Kingdom Aboriginal tourism industry that showcases and Europe. Aboriginal tourism is seen as a motivator for Victoria’s unique Aboriginal history, cultural travel to Australia for these visitors. Recent research in expression and diversity to a global audience. the domestic market indicates that consumers’ knowledge of Aboriginal tourism is limited. However they are seeking Key stakeholders will continue to work experiences that are positive and that highlight the unique together to provide a diverse and sustainable aspects of the culture. range of authentic, high quality products The Aboriginal tourism industry in Victoria remains that are desirable to both the international small with a number of factors impacting on its potential and domestic markets. to grow, including resourcing, skills and business sustainability. This Strategy proposes a range of actions Victoria’s Aboriginal Tourism Development Strategy to address these issues in order to support the growth 2013–2023 (the Strategy) represents an exciting opportunity of a rich and robust industry in the future. for both Victoria and Aboriginal tourism. For the first time To grow Aboriginal tourism in Victoria, the Strategy will a state will have, as its major focus, the positioning of focus on identifying compelling experiences and building Aboriginal tourism as an urban and accessible experience the capacity of the industry to deliver these experiences – both as a stand-alone experience and as an integral both as stand-alone products or as integral components component within the broader tourism industry. There is within the broader tourism industry. The Strategy will also the opportunity to leverage current attractions and also focus on enhanced business support to both new develop new experiences in regional Victoria. and existing businesses and will encourage partnerships The Strategy has been informed through consultation and other business-to-business opportunities with the with the Aboriginal tourism industry and government broader tourism industry. The Strategy will focus on and non-profit stakeholders. Its vision and initiatives can marketing both Melbourne and key regional destinations only be realised with the cooperation of the Aboriginal to targeted audiences. tourism industry and community, all tiers of government and the wider tourism and events sector. This Strategy focuses specifically on Aboriginal businesses and individuals who provide authentic Aboriginal themed products or experiences to consumers, and differentiates itself from related Aboriginal economic strategies which focus on Aboriginal employment and business development opportunities across the broader economy. 2 VICTORIA’S ABORIGINAL TOURISM DEVELOPMENT STRATEGY 2013–2023 Worn Gundidj at Tower Hill, Warrnambool Key Directions Four key directions that will provide the overarching framework to deliver the actions are: DIRECTION RATIONALE 1. Position Melbourne as the destination recognised as having a • Strong existing product and history suite of authentic, in depth and accessible Aboriginal experiences • Differentiation from competitors • Selling something new to consumers • Greater opportunity to include Aboriginal tourism as part of the overall tourism branding and positioning of Victoria 2. Develop and promote regional Victorian Aboriginal • Rich history and culture tourism offerings • Potential cluster of products and experiences in south-west Victoria • Align with existing regional tourism initiatives 3. Develop and grow the industry capabilities • Sustained success is reliant on robust Aboriginal tourism of Aboriginal tourism businesses businesses that are supported by a strong industry body • Strengthen and expand tourism networks by supporting Aboriginal tourism operators to work in partnerships or take advantage of business opportunities within the broader tourism industry 4. Market and distribute Aboriginal product and experiences • Increase profile and distribution of Victorian Aboriginal tourism to a global audience products and experiences 3 POLICY CONTEXT AND STRATEGIC PLANNING FRAMEWORK Victoria’s Aboriginal Tourism Development Strategy Tourism – a pathway to a better has been developed with reference to the following: economic future Victoria’s 2020 Tourism Strategy Tourism provides an opportunity to contribute to better Victoria’s Aboriginal Tourism Development Strategy economic outcomes for Aboriginal Victorians through is consistent with the direction of Victoria’s 2020 employment and business growth. Increasing economic Tourism Strategy. Victoria’s aim is to grow overnight participation and development for Aboriginal Victorians tourism expenditure to $24.7 billion by 2020. can be predicated on the following advantages: Reaching this goal would have a significant impact • Tourism is an industry in which many Aboriginal on the Victorian economy. By 2020-21 it is estimated people and their communities aspire to participate. that tourism will contribute approximately $34 billion This includes stand-alone experiences and as an to Victoria’s Gross State Product (both direct and indirect integral component of broader tourism products. impacts) and generate an estimated 310,000 jobs. • Aboriginal Victorians will have greater opportunity Victoria’s Regional Tourism Strategy 2013–2016 to participate in and benefit from the broader tourism A key plank in realising the direction of Victoria’s industry through business ownership, joint ventures, 2020 Tourism Strategy is the development of Victoria’s training and skill development and employment. Regional Tourism Strategy 2013–2016. Actions identified • Business ventures will enable Aboriginal tourism in the Regional Tourism Strategy are included under in Victoria to grow as a contemporary and five key policy areas: marketing, digital, events, accessible experience. investment attraction and industry development. • The culture and experience offered by Aboriginal Aboriginal experiences provide a great opportunity Victoria is unique to other Aboriginal experiences to disperse visitors to regional Victoria. A specific action in Australia and this has the potential to further to support projects consistent with the Aboriginal differentiate Victoria’s broader tourism offering.
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