Case Study Protection and Restoration

Case study: Master Reef Guides Programme, , Australia (launched 2018, on-going)

“This programme is first class! It brings together the best tourism operators, who use sustainable practices, along with their crew. It not only brings their operations to the forefront of the tourism industry but also their well-trained crew are spread out through the community, teaching people all about our beautiful Great Barrier Reef. It is a fantastic programme for all involved, and the people who get to visit the Great Barrier Reef with these leaders are left with an above and beyond experience.”

Sarah Vickory, Master Reef Guide. Image credit: Pablo Cogollos Pablo credit: Image Summary Heritage Area and explain what visitors can do to make a difference. Once qualified, they are recognised as world- The Master Reef Guides programme was launched in class reef guides, interpreters and story-tellers, well 2019. It builds the capacity of tourism staff working equipped to share the wonders of the Great Barrier Reef on the Great Barrier Reef in Queensland, Australia, World Heritage Area with the all who visit. to provide an appealing industry- and government- recognised qualification. Master Reef Guides pass The Master Reef Guides programme is delivered by the through a comprehensive selection and training process. Great Barrier Reef Marine Park Authority (GBRMPA), the Association of Marine Park Tourism Operators (AMPTO) These ambassadors can provide up-to-date information and Tourism and Events Queensland (TEQ). It is the first on the Great Barrier Reef, share stories on the World programme of its kind working on the issue of coral reefs. In 2018 and 2019, the first three cohorts of Master Reef The response Guides were trained in a range of areas, including public speaking, enhancing the visitor experience and the power The response was instigated in 2017, with the aim of interpretation. of developing “A highly desirable and internationally recognised guiding programme that builds the capacity, tourism contributes $36 billion to the global knowledge and presentation skills of the Great Barrier Reef tourism industry annually. Irresponsible reef tourism can tourism industry to deliver exceptional and memorable put great pressure on coral health. However, responsible visitor experiences.” and informed operators can help educate and inform tourists, providing a more impactful, value-added The Master Reef Guides programme was launched in experience with increased awareness. This case study 2018 and provides training specific to coral reefs and the describes one programme that is demonstrating success Great Barrier Reef. The programme was crafted from in contributing to the management and conservation the experience of existing national and international objectives of the Great Barrier Reef, and that could be of guiding programmes, the tourism sector, protected area interest for application in other regions. managers and marketing experts.

Once nominated as the best of the best within a The issue company, potential guides are shortlisted, interviewed and then selected. Successful nominees are connected The Great Barrier Reef tourism industry plays a vital role to others in a small cohort to complete both online and in presenting the wonders of this World Heritage Area in-field training. to millions of people every year. Meanwhile, providing 65,000 full-time jobs, tourism is the largest employer in The comprehensive Reef Discovery Course has been North Queensland. GBRMPA has worked on the Great developed as a free online resource that covers the Barrier Reef tourism industry for decades, with a focus on A-Z of all things Great Barrier Reef – and how best to a healthy reef being equal to a healthy industry. Tourism share this knowledge with visitors. The course consists operators represent not only the avenue for millions of 10 modules and represents a one-stop-shop that of people to experience the Great Barrier Reef each synthesises and describes the World Heritage values year but also the eyes and ears, the custodians and the of the Great Barrier Reef and the latest science and interpreters of the Great Barrier Reef. management information in a contemporary format.

Great Barrier Reef tourism staff are in a unique position For the in-field training, the cohorts visit sites and to share the wonders of the reef and interpret its receive training from experts including leading complexity to a captivated audience. It has long been scientists, body language and public speaking proven that people will protect what they know – and specialists, professional guides from other regions, know what they experience. If we strive to connect each Traditional Owners, managers person who chooses to come and experience the Great and several other field guiding experts. Barrier Reef through sophisticated and memorable guiding and interpretation, then the global community Once qualified, the guides all wear a uniform, so they can become involved in the future health of not only are recognisable, and become the key contact point the Great Barrier Reef but also other natural places on on their operations for information relating to species which they rely directly. identification, ecosystem interpretation, protection of values, best practice visitor management and coral reef GBRMPA encourages tourism operators to strive health. for the highest standards in protection, presentation and partnership towards the ends of environmental protection, reef resilience and tourism . Partnerships and support Becoming a recognised High Standard Tourism Operator The programme is a partnership between: (an eco-accredited operator) comes with strong GBRMPA – bringing reef management and knowledge; incentives, including longer-term operating permits (up AMPTO – the industry association; and to 20 years) and also being showcased by GBRMPA. TEQ – the government marketing and experience However, a 2015 audit of High Standard Tourism development department. Operators showed up inconsistency and inaccuracy The programme is in the implementation phase. Up in some information delivered by tourism staff and to 2021, the programme managers will learn from highlighted an opportunity to improve interpretation and experience, feedback surveys, evaluations, research raise the bar across the entire tourism industry. and guest reviews to continue to improve. The aim is for the programme to be sustainable by 2022 with annual regional training and quarterly master classes. Results, accomplishments Challenges and outcomes An audit of tourism operators highlighted inconsistency and inaccuracies in the information being delivered by Currently, 63 Master Reef Guides have been trained in tour guides. Improving the level of information provision four cohorts and are now working along the Great Barrier was a critical element contributing to responsible, Reef. It is anticipated there will be around 150 Master sustainable tourism practices on the Great Barrier Reef. Reef Guides trained by 2022. Adapting the content of the programme to evolve Master Reef Guides are considered the best in their field as knowledge improves is a challenge. It requires an in relation to reef interpretation, master story-telling and adaptive learning approach that includes monitoring and experience delivery. The Master Reef Guides programme evaluation of the different components to ensure the includes on-going training, networking and leadership programme continues to provide the most relevant, up- development to assist the guides and other staff along to-date information. the Great Barrier Reef to further develop their knowledge and experience. Not everyone is selected to undertake Managing the increasing demand from operators as the the training to obtain the qualification; however, all Master programme gains traction and becomes embedded Reef Guides will play the role of leader and mentor for in marketing and promotional strategies has required other staff within their operation and across the tourism the establishment of a strong governance framework, industry. open and transparent selection processes and quality assurance checks. Master Reef Guides provide their tour operators with the capacity to raise the level of service and visitor Ensuring the quality and knowledge of guides requires experience – delivering benefits for the industry, visitors on-going management, engagement and training and the Great Barrier Reef itself. opportunities. Retaining staff and keeping the newly increased capacity within the Great Barrier Reef also The goal of the programme is to have a Master Reef represents a challenge. Guide on every High Standard Tourism Operation that visits the Great Barrier Reef - setting the standard for tourists to receive the best possible experience. The Key lessons learnt programme is enabling the industry to play an active role in the protection of the Marine Park through the provision Developing a professional network and community of reporting and compliance training. of best practice has been vital. Maintaining a close network of best practice among the guides and trainers The online Reef Discovery Course is available to guides has been key and has been achieved by utilising social and interested members of the public. Registration is media and group communication channels. The training possible by contacting [email protected] is developing a peer support and continuous learning Source: Fiona Merida Fiona Source: and message delivery. and messagedelivery. talking pointsandmediatraining hasmaximisedreach and balanced. The establishmentofkey messages, Reef, responses to mediamustbetimely butaccurate Given theglobalfocus onthehealthofGreat Barrier are maintainedthrough acentral businessmanager. media interviews andguidepromotion andpresentation of managingashared brand: communication materials, developed withaquality lensiscriticalto thesuccess Ensuring allmaterial related to theprogramme is reef andtheindustrythatdependsonit. reconcile conflict between traditional custodians ofthe Working withtraditional owners ishelpingcreate linksand employers andtourists. GBRMPA, individualsundertakingtheprogramme, their going success: theprogramme hasto work withandfor Retaining engagementofallpartners iscriticalto on- specific business. visitor experience delivery, withoutlinkingorpromoting a promote abrand thatrepresents quality andafocus on brand hasenabledmarketing bodiesto supportand a visualmessageto visitors. The Master Reef Guides professional qualificationthey haveachieved,andas both for theMaster Reef Guides, inrecognition ofthe It hasbeenfound thatwearing auniform isimportant, guest questions. abreast ofthelatest science to ensure they canaddress as knowledge evolves.Master Reef Guidesare kept issues, to ensure theMaster Reef Guidesremain current maintain aprogramme ofmaster classesondifferent On-going training isimportant:theintention is to industry. and opportunity for females inamale-dominated The programme hasalsodevelopedacareer pathway their terms. knowledge, latest findingsandadvice viatheseandon become partoftheclosedsocialchannelsandexchange to remain incontact after thetraining. Trainers also network amongMaster Reef Guides, whocontinue www.thecommonwealth.org Tel: Kingdom United SW1Y 5HX, London Mall, Pall House, Marlborough Secretariat Commonwealth [email protected] at us contact please items, these on information more For Secretariat. Commonwealth the of those necessarily not and are research independent of aresult are publication this in expressed opinions and Views 2020 Secretariat © Commonwealth +44 (0)20 7747 (0)20 +44 6500

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