Aboriginal Tourism Action Plan 2013 - 2016 FOREWORD The Aboriginal Tourism Action Plan is designed to provide (NSW) Aboriginal tourism operators and the wider tourism industry with a succinct snapshot of Destination NSW’s vision to support the development of Aboriginal tourism experiences and businesses in NSW.

Australia’s Aboriginal people are custodians of the world’s oldest living culture. NSW has the largest Aboriginal population in Australia, and the longest continuous contact between Europeans and Aboriginal people.

NSW has many opportunities for visitors to engage with Aboriginal people and experience their culture. It is the aim of Destination NSW to facilitate the development of Aboriginal experiences and support growth in the State’s Aboriginal tourism industry.

Through consultation with Aboriginal tourism stakeholders, the Aboriginal Tourism Action Plan will deliver on the recommendations contained in the Final Report of the Visitor Economy Taskforce and the NSW Government’s Visitor Economy Industry Action Plan. Aboriginal Destination NSW intends to work with industry to increase awareness of NSW as a destination where Aboriginal culture is strong, vibrant and diverse and to develop, in consultation with Aboriginal communities, sustainable Aboriginal tourism products and experiences.

Destination NSW is committed to creating a greater understanding and appreciation of Aboriginal culture in NSW by residents, the tourism industry and visitors. Tourism Sandra Chipchase Chief Executive Officer Destination NSW Action Plan 2013 - 2016

Disclaimer In many areas of Australia it is considered culturally inappropriate and offensive to to publish images of people who have passed away. We respectfully advise audiences that this publication may inadvertently contain such images. The contents of this publication have been prepared by Destination NSW in good faith and should not be considered as professional advice. Destination NSW advises the details contained in this publication are based on the best available information at time of printing. This work is copyright. Apart from any use as permitted under the Copyright Act, 1968, no part may be reproduced without the prior written permission of Destination NSW. Destination NSW acknowledges and appreciates all photographs and images supplied by photographers and event owners for use in this publication. NSW GOVERNMENT MESSAGE CONTENTS Australia’s Aboriginal history and culture sets it apart from countries around the world. Aboriginal tour operators in NSW have been providing both local and international visitors with truly memorable experiences, which celebrate and share this unique and dynamic culture. However, more can be done 02 NSW Government Message to expand on NSW Aboriginal tourism experiences. 03 Contents The vision of the Aboriginal Tourism Action Plan is to support the existing and emerging NSW Aboriginal tourism experiences, products and businesses that will lead to economic and social benefits for Aboriginal people, both as operators and employees. The implementation of the Plan will also foster 04 Background to the Aboriginal Tourism Action Plan greater understanding and appreciation among non-Aboriginal people of the diversity and richness of Aboriginal culture. 04 Why develop an Aboriginal Tourism Action Plan for NSW? The Aboriginal Tourism Action Plan is a key deliverable identified in the Visitor Economy Industry Action Plan, which is the NSW Government’s response to the Final Report of the Visitor Economy Taskforce. 07 What consultation has been undertaken? Along with the release of the Aboriginal Tourism Action Plan, another key recommendation from the Visitor Economy Industry Action Plan is to establish a major Indigenous cultural festival in Sydney, to 09 What is the current role of Destination NSW in relation raise the profile of NSW’s Aboriginal heritage and contemporary culture. to Aboriginal Tourism? In 2013, the NSW Government was pleased to announce the inaugural Corroboree, the largest, annual, national Indigenous arts and cultural festival in Australia, which will be held in Sydney from 2013 to 2015. 10 Which visitors to NSW engage in Aboriginal tourism experiences?

The Aboriginal Tourism Action Plan also aligns with the NSW Government Plan for Aboriginal Affairs, OCHRE (Opportunity, Choice, Healing, Responsibility, Empowerment), which was launched in 2013 in 13 What type of Aboriginal cultural tourism experience can NSW offer? Parliament House. 14 Goals of the Action Plan Both OCHRE and the Aboriginal Tourism Action Plan have goals to support more Aboriginal people in gaining fulfilling and sustainable jobs and focus on opportunities for economic empowerment. 15 Actions The NSW Government is committed to the principle that the development of Aboriginal tourism occurs in a manner which is endorsed by Aboriginal people and respects their cultural identity. 23 Appendix 1: Visitor Economy Taskforce Aboriginal Tourism The goals outlined in the Aboriginal Tourism Action Plan are to be implemented by Destination NSW through a partnership model with Aboriginal businesses and organisations over a three-year timeframe. Advisory Group participants Destination NSW will work with Aboriginal stakeholders and industry to drive the implementation of the 24 Appendix 2: Destination NSW Aboriginal Action Plan Aboriginal Tourism Action Plan and work across Government agencies to co-ordinate their involvement. Consultation Participants We encourage you to take advantage of the many opportunities outlined in this Plan, which will contribute to the long term sustainability of Aboriginal tourism in NSW.

George Souris MP Victor Dominello MP Minister for Tourism and Major Events Minister for Aboriginal Affairs Minister for the Arts Minister for Citizenship and Communities

Aboriginal Tourism Action Plan 2013 - 2016 BACKGROUND TO THE ABORIGINAL TOURISM ACTION PLAN

Culture is reflected in the way of life of a place, Tourism presents an opportunity for Aboriginal its people and communities. It gives us a sense people1 to promote a wider appreciation of their of identity and belonging. As travellers, most of rich culture to others and the potential to derive us seek to experience a sense of the culture of economic and social benefits. the place we are visiting. Pursuing economic gains and employment Aboriginal arts and culture represent a distinctive opportunities also brings challenges. These include and unique component of the Australian identity. finding harmony between tourism, culture and the Aboriginal culture is the world’s oldest continuous environment and also achieving the appropriate culture. Alive and dynamic, it still possesses balance between cultural integrity and responsiveness continuous links with the past. Through these links, to a variety of market demands and expectations. generations of Aboriginal people have accessed thousands of years of accumulated knowledge, A wider appreciation of Aboriginal culture can be wisdom and law. delivered through tourism businesses which are either wholly Aboriginal-owned and-operated, or Aboriginal Australia is not one nation but many have substantial Aboriginal control and involvement. nation states speaking more than 250 languages In other cases, the product may be drawn from and many more dialects. NSW has the highest Aboriginal heritage and culture but operates with population of Aboriginal people in Australia and the knowledge, input and ongoing consent of the offers a diversity in cultural experiences which has appropriate local Aboriginal community. Mainstream considerable potential to excite visitor interest in tourism businesses employing Aboriginal people Aboriginal culture. also expose visitors to Aboriginal culture.

WHY DEVELOP AN ABORIGINAL TOURISM ACTION PLAN FOR NSW?

Tourism is more than just a business for Aboriginal The implementation of the Aboriginal Tourism communities; it is seen as a vehicle to celebrate Action Plan (Action Plan) is a key deliverable and share their culture with non-Aboriginal people. identified in the Visitor Economy Industry Action Tourism presents the potential to engender a Plan, the NSW Government Response to the Final greater understanding and appreciation of the Report of the Visitor Economy Taskforce which diversity and richness of Aboriginal culture was developed in consultation with an Aboriginal among non-Aboriginal people. It can also create Tourism Advisory Group and industry stakeholders. employment opportunities and contribute to See Appendix 1: Visitor Economy Taskforce economic self-sufficiency for Aboriginal people Aboriginal Tourism Advisory Group participants. as well as providing economic and social benefits for the State. This Action Plan identifies ways that Destination NSW, partner agencies and the tourism industry The NSW Government is committed to the principle can help to support the Aboriginal tourism sector that the development of Aboriginal tourism occurs and foster opportunities for Aboriginal people to in a manner which Aboriginal people endorse and successfully operate tourism businesses and gain which respects their cultural identity. employment in the tourism industry.

1 In referring to Aboriginal and /or Indigenous people, this Action Plan refers inclusively to all Aboriginal Australians and Torres Strait Islander people.

Aboriginal Tourism Action Plan 2013 - 2016 WHAT CONSULTATION HAS The Vision: to support the BEEN UNDERTAKEN? development of NSW In order to identify new ideas to support Aboriginal STAKEHOLDER FEEDBACK tourism businesses and tourism activities and to Aboriginal tourism achieve ownership and commitment by stakeholders, The feedback from Aboriginal tourism operators Destination NSW undertook targeted consultation was that visitors do not readily associate NSW with during the development of the Action Plan. Aboriginal tourism experiences. However, there experiences, products and was widespread acknowledgement that there is the potential to develop and support an Aboriginal The culture of Aboriginal tourism product offering and market positioning businesses leading to: decision-making tends to involve based upon contemporary Aboriginal culture. many people and, therefore, Aboriginal events and festivals were seen as key sufficient time has to be allowed mechanisms to raise awareness of the contemporary A greater understanding Aboriginal cultures of NSW, particularly among the for consultation. An honest domestic market as well as longer term in of the richness of Aboriginal approach to any consultation is international markets. vital to ensure a high level of trust The importance of expanding the marketing of culture; and develops between all parties. Aboriginal tourism product, through mechanisms such as government web sites, was a common theme of the feedback, as was the need for ongoing training The Action Plan is the product of a consultation and mentoring support for Aboriginal businesses. Economic and social benefits process undertaken with a wide range of stakeholders including: for Aboriginal people, both as • Aboriginal tourism businesses and Aboriginal organisations; • the tourism industry; and operators and employees. • all levels of Government.

Consultation focussed on existing Aboriginal tourism operators, who are best positioned to identify the challenges they face and therefore to inform the Action Plan’s initiatives, particularly as they relate to building business capacity.

A survey was distributed to more than 40 Aboriginal businesses, mostly in Regional NSW, with a 40 per cent response rate. In addition, a number of Aboriginal tourism products were visited. See Appendix 2: Action Plan Consultation Participants

It is important to note that Aboriginal partners will be integral to the successful implementation of the Action Plan. A partnership model is being adopted in respect of the actions; progress will be reported annually over the three-year duration of the Action Plan.

Aboriginal Tourism Action Plan 2013 - 2016 KEY THEMES OF THE Cultural Centre: Some stakeholders raised the WHAT IS THE CURRENT ROLE OF CONSULTATION PROCESS issue of an Aboriginal cultural centre in Sydney. Over a long period of time there has been discussion DESTINATION NSW IN ABORIGINAL TOURISM? Market research: There is a lack of understanding about such a facility. Actions 26A/B of The Visitor of the potential market appeal (domestic and Economy Industry Action Plan supports the work international) of an Aboriginal tourism experience of the Australian Indigenous community and the and the form this might take. Matching products to Barangaroo Delivery Authority to establish a National Destination NSW collaborates Destination NSW undertakes marketing and market needs is essential to ensure long term Indigenous Cultural Centre at Barangaroo to act as a communication campaigns promoting NSW viability. Gaps in research need to be addressed. gateway to the Australian Indigenous experience. The with a portfolio of Aboriginal destinations and experiences to increase NSW Government, through the Barangaroo Delivery awareness and motivate consumers to visit NSW. Aboriginal participation: Aboriginal culture belongs tourism clients. It assists in Authority, may seek to partner with the Commonwealth A key focus is to drive leads to tourism operators to Aboriginal people who are best positioned to Government on funding to establish the centre. the development of tourism via the consumer websites, visitnsw.com determine the content and interpretation of the businesses from concept to and sydney.com product. A need was identified to encourage and While this is beyond the scope of this Action Plan, support wholly Aboriginal-owned and-operated Destination NSW acknowledges both the importance market-ready, for the international In addition, Destination NSW provides leadership businesses and/or businesses with substantial of, and benefit from, the representation and market place. and advice to industry, Government agencies and Aboriginal control and operational involvement. showcasing of the diverse Aboriginal cultures in other stakeholders on tourism and the development this State. Destination NSW has a role in continuing of sustainable destinations. Partnering between Aboriginal and non-Aboriginal Destination NSW also works with key agencies to to contribute insights to this ongoing discussion. businesses can potentially address business develop programs to support Aboriginal tourism development challenges, but trust and mutual which includes: understanding need to underpin these relationships. Participation of Aboriginal people in mainstream CONSULTATION AND IMPLEMENTATION • Tourism Australia’s Indigenous Tourism tourism ventures is yet another opportunity area Champions Program; and identified during the consultation process. Aboriginal leadership and ownership is critical to the implementation of the Action Plan, which was • NSW National Parks and Wildlife Services Mentoring and training: The provision of mentoring developed in consultation with peak organisations (in partnership with TAFE NSW) Aboriginal and training services to Aboriginal businesses is and Aboriginal businesses. Cultural Tourism Training program. required on an ongoing rather than a one-off basis. These services could cover a range of areas including The goals outlined in this Action Plan are intended The Indigenous Tourism Champions Program product development, planning and marketing. to be implemented through a partnership model is a national initiative which provides access to over a three-year timeframe. Aboriginal businesses business development specialists, targeted funding Marketing and awareness: NSW has the largest and Aboriginal organisations are key partners in and international and trade marketing. It aligns number of Aboriginal people in Australia and, delivering the goals of the Action Plan. Ongoing Indigenous Business Australia investment in as such, has many stories to tell. Consultation consultation is integral to successful implementation business development and mentoring with highlighted that there is a need to make it easier at a State and local level. Achievements will be Tourism Australia’s tourism marketing initiatives, for people to learn about Aboriginal culture monitored, reviewed and shared with stakeholders for selected quality Indigenous tourism experiences. through the vehicle of Aboriginal tourism. over the course of the Action Plan. The State-wide Aboriginal Cultural Tourism Training Program, facilitated by NSW National Parks and Wildlife Service and TAFE NSW, was a highly successful award-winning training program that resulted in many Aboriginal people completing tourism certificate level TAFE courses in NSW. Destination NSW continues to support the graduates of the program with a series of professional development activities to assist in creating tourism employment opportunities and increased Aboriginal tourism experiences in NSW.

Aboriginal Tourism Action Plan 2013 - 2016 A significant proportion of backpackers (more Visitors from Germany, the Netherlands, Italy and WHICH VISITORS TO NSW ENGAGE than 36 per cent) participate in Aboriginal tourism Switzerland are more likely than other international IN ABORIGINAL TOURISM EXPERIENCES? experiences in Australia. This market, which visitors to engage in Aboriginal experiences while traditionally likes to immerse itself in cultural in Australia. However, overall, due to their size, the experiences, presents an opportunity for growth. UK and USA markets make up the greatest number of international visitors who participate in The international market accounts for the majority The 2010 Australia Council for the Arts, More Aboriginal tourism activities. of participants in Aboriginal tourism activities, than bums on seats: Australian Participation in the Western markets have demonstrated a particularly Arts Research Report, found that 89 per cent of strong interest in engaging with Australia’s Aboriginal Australians surveyed believe that Indigenous arts culture. This does not mean that the domestic market are an important part of Australia’s culture and 47 is not of importance to Aboriginal tourism operators per cent stated that their interest in Indigenous arts as many domestic overnight visitors participate in was growing. Visual arts and crafts were the most an Aboriginal experience in NSW each year. popular Indigenous art form, followed by dance, live music and theatre. These findings indicate there is a demand among Australians for Indigenous art DOMESTIC VISITORS experiences and present a tourism opportunity to be explored. Each year, more than sixty thousand domestic overnight visitors to NSW experience ‘Aboriginal art or craft and cultural displays; and/or visits an Aboriginal site or community’ while in the State INTERNATIONAL VISITORS (National Visitor Survey, four year average, YE Dec In 2012, there were over six hundred thousand 2009-12). international visitors to NSW who participated in Tourism Australia’s domestic research, Indigenous an Aboriginal experience while in Australia. This Australia Domestic Experiences Framework (November is equal to 21 per cent of the total international 2009), concluded that while domestic demand is visitors to NSW (International Visitor Survey – currently low, demand and appeal could potentially Aboriginal Supplementary, YE Dec 2012). be generated via exposure to marketing concepts With the right product offering and marketing, there based on Indigenous experiences. Concepts tested is the potential for this to grow. Of those visitors to with focus groups included: staying with an Indigenous NSW who did not participate in Aboriginal activities, community; luxury accommodation; cultural centres; 42 per cent (of those who were asked) indicated see and learn to create arts and crafts; purchase that they would have liked the opportunity to have arts and craft; watch a performance; short urban experienced Aboriginal experiences while they were tours; adventure tours; remote tours; hot springs in Australia (International Visitor Survey – Aboriginal and massages; restaurants and volunteer services. Supplementary, YE Dec 2012).

Aboriginal Tourism Action Plan 2013 - 2016 Based on forecast growth rates from the Tourism are USA, China and the UK, assuming that their Forecasting Committee (TFC), Issue 1, 2013 propensity to participate in Aboriginal tourism WHAT TYPE OF ABORIGINAL CULTURAL (as provided in the following chart), the key activities is maintained at the current level. TOURISM EXPERIENCE CAN NSW OFFER? source markets to target over the next 10 years

Forecast: International visitors who participate in Aboriginal activities in Australia NSW has the largest Aboriginal population in The consultation process used in developing this Australia, and the longest continuous contact Action Plan has identified the need to build *Based on TFC forecast and % share (YE Dec 2012) remaining constant. between Europeans and Aboriginal people. While recognition of NSW as the premier State to tell the 200 NSW is not strongly associated with Aboriginal stories of contemporary Aboriginal arts and culture. USA cultural experiences, there is a real opportunity 180 to showcase the diversity of contemporary Consultation has also highlighted the need to raise 160 China Aboriginal culture across the State. awareness of the diversity of Aboriginal culture with its regional identities, communities, languages, 140 UK Sydney, as the international gateway to Australia, local stories and customs. has the opportunity to reflect the diversity of NSW 120 New Zealand Aboriginal cultures and also provide a national During the consultation process on the development 100 perspective on the practices of the oldest living of NSW Aboriginal Arts and Cultural Strategy 2010 Japan culture in the world. by Arts NSW, concern was expressed that often 80 school children learn only about the traditional and

Visitors (000’s) Visitors A key issue is to raise visitor awareness of stereotypical art and culture, such as dot paintings 60 Germany contemporary Aboriginal life, and of the diversity and Dreamtime stories. In the tourism context, 40 Canada and sacredness of aspects of Aboriginal culture. these insights reinforce the need to ensure Preconceptions among market segments about Aboriginal culture is not perceived by visitors as 20 France what denotes an “Aboriginal experience” need one homogeneous culture. The importance of 0 to be addressed. telling the contemporary Aboriginal stories of NSW, including regional diversity, is critical. Aboriginal arts and cultural expression are a vital part of Aboriginal society and important elements Aboriginal involvement in tourism is holistic and not 2012/13 2013/14 2014/15 2015/16 2016/17 2017/18 2018/19 2019/20 2020/21 2021/22 of the social fabric of Aboriginal communities limited to cultural heritage. It also encompasses throughout Australia. There is a growing various aspects of mainstream tourism from coffee As a guide to Aboriginal tourism product • Learning and interacting with Aboriginal people appreciation of Aboriginal art and culture in shops to caravan parks, whale watching cruises to development, an earlier Indigenous Cultural Tourism as well as being entertained; Australia. This presents an opportunity for quad biking. When planning for tourism business Aboriginal artists and cultural organisations to success, it is essential to provide experiences that Management Report, prepared for Destination NSW • Authenticity; and by Red Earth Research, found international visitors highlight the contemporary Aboriginal arts and meet market demand. A different dimension can be 2 were interested in: • Contemporary Aboriginal culture, lifestyle and cultural sector in NSW. provided to a mainstream activity by including the current issues being faced. Aboriginal perspective.

The Aboriginal tourism experience in NSW needs to reflect a living, dynamic culture with a diversity of contemporary artistic expression and culture.

2 NSW Aboriginal Arts and Cultural Strategy, 2010, Arts NSW, Communities NSW.

Aboriginal Tourism Action Plan 2013 - 2016 GOAL 1: INCREASED MARKET AWARENESS OF NSW Goals of the Action Plan AS A DESTINATION WHERE ABORIGINAL CULTURE IS STRONG, VIBRANT AND DIVERSE. The initial consultation process sought to identify new ideas to support Aboriginal tourism businesses and Aboriginal tourism activities. CONTEXT The following key goals, informed by stakeholder input, have been identified: Historically, the demand for Aboriginal tourism This Action Plan presents a series of initiatives experiences has come from the international which are designed to help change the market Goal 1: Increased market awareness of NSW as a destination market, although not as a primary motivator perception that NSW is not currently perceived as where Aboriginal culture is strong, vibrant and diverse. for travel. a destination strongly associated with Aboriginal cultural experiences. Research indicates the domestic demand for Goal 2: Sustainable market-ready and export-ready Aboriginal Aboriginal tourism activities is currently low 3, tourism products and experiences. but a significant proportion of domestic travellers are open to participation in an Aboriginal Goal 3: Increased awareness, understanding and appreciation tourism experience. of Aboriginal culture in NSW by Government, the tourism industry and visitors. GOAL 2: SUSTAINABLE MARKET-READY AND EXPORT-READY ABORIGINAL TOURISM PRODUCTS AND EXPERIENCES.

CONTEXT Destination NSW is committed to assisting Assist mentors and consultants assigned Aboriginal tourism products to develop and sustain by Government agencies to develop Aboriginal their business and has employed a full-time Sector tourism business; Specialist for Aboriginal tourism. Integrate Aboriginal products and experiences The Sector Specialist will co-ordinate support in into key Destination NSW development and the following areas; marketing opportunities; Provide assistance to new Aboriginal tourism product and guidance on resources to aid Facilitate industry workshops and education development; programs. There are a number of mainstream tourism Attend site inspections and join familiarisations attractions such as museums and galleries that to assist with product improvement; offer Aboriginal cultural experiences. Links to the tourism sector through “value-add” Aboriginal Co-ordinate support from key Government cultural interpretation can be a means of enhancing agencies such as Department of Education, the visitor experience and providing job opportunities Employment and Workplace Relations, for Aboriginal people. Aboriginal employment in the Indigenous Business Australia, NSW Trade wider tourism and hospitality sectors is a potential & Investment and NSW National Parks and outcome of the implementation of this Action Plan, Wildlife Service. if Aboriginal people choose this path to work in the industry.

3 Indigenous Australia Domestic Experiences Framework, November 2009, Tourism Australia.

Aboriginal Tourism Action Plan 2013 - 2016 GOAL 3: INCREASED AWARENESS, UNDERSTANDING AND ACTIONS APPRECIATION OF ABORIGINAL CULTURE IN NSW BY GOVERNMENT, THE TOURISM INDUSTRY AND VISITORS. GOAL 1: INCREASED MARKET AWARENESS OF NSW AS A DESTINATION WHERE ABORIGINAL CULTURE IS

CONTEXT STRONG, VIBRANT AND DIVERSE. Non-Aboriginal partners need to be sensitive Cultural awareness training is a significant foundation to the fundamental differences between the on which to develop understanding and respect, two peoples; leading to the development of trust, without which TIME FRAME successful relationships will not flourish. ACTION PARTNERS Aboriginal and non-Aboriginal timeframes may 2013 2014 2015-16 not be the same and sufficient time needs to The principle of mutual understanding and respect be allowed for consultation. Trust and honesty between Aboriginal and non-Aboriginal people 1.1 Celebrate the Aboriginal stories of Sydney and Coordinator: DNSW are vital; underpins this Action Plan. Regional NSW by: Partners: Aboriginal Including the Aboriginal tourism experiences in partners Government and industry operators need to Tourism operators should employ local Destination NSW (DNSW) brand and marketing consider the following cultural awareness and Aboriginal people to act as guides to Aboriginal activities; consultation principles4 to guide the development cultural experiences; and Ensuring Aboriginal tourism experiences are well of Aboriginal tourism experiences: represented on visitnsw.com and sydney.com; Where Aboriginal culture is the product, Aboriginal culture is not homogeneous and is Integrating NSW Aboriginal stories and tourism Aboriginal people must determine its content constantly evolving. Contemporary as well as experiences across Destination NSW digital and interpretation. As owners of their culture, traditional values need to be acknowledged; channels including social media, smart phone and through their participation, the integrity applications etc.; and and authenticity of the product and its regional Aboriginal people value their culture and great context can be maintained. Including imagery which represents the diversity harm can be caused by misrepresentation. of the culture of the NSW Aboriginal people. The development of Aboriginal tourism needs The announcement by the NSW Government in to occur in a manner which is acceptable to April 2013 that it would provide funding for three Aboriginal people; 1.2 Develop and promote key Aboriginal events Coordinator: DNSW years for an annual National Indigenous Festival, which align with the NSW Visitor Economy Partners: Aboriginal Corroboree, is a productive, practical step to raise Industry Action Plan and positions NSW as a and other industry Meaningful consultation and partnership awareness and educate locals and visitors alike place to experience Aboriginal culture, in partners with relevant Aboriginal communities and about the diversity of Australia’s Indigenous Cultures. conjunction with Aboriginal partners and organisations is essential. Where Aboriginal other stakeholders. heritage sites are involved, permission for operators and visitors to view the sites must always be obtained from those who have 1.3 Develop visual material in partnership with Coordinator: DNSW Aboriginal tourism partners to assist in telling the cultural authority for the area; Partners: Aboriginal Aboriginal stories of Sydney and Regional NSW. partners and Screen NSW

1.4 Raise consumer awareness of the Aboriginal Coordinator: DNSW stories of NSW by: Partners: Aboriginal Encouraging promotion by other tourism partners, VICs, RTOs and partners such as Regional Tourism industry partners Organisations (RTOs), and Visitor Information Centres (VICs); Developing editorial pages on visitnsw.com and sydney.com featuring NSW Aboriginal experiences; Including Aboriginal tourism experiences in Destination NSW PR and media activities.

4 Principles for Developing Aboriginal Tourism, Tourism NSW, 2006

Aboriginal Tourism Action Plan 2013 - 2016 : TIMEFRAME GOAL 2 SUSTAINABLE MARKET-READY AND ACTION: BUILD BUSINESS CAPACITY PARTNERS EXPORT-READY ABORIGINAL TOURISM PRODUCTS 2013 2014 2015-16 AND EXPERIENCES. 2.6 Develop protocols for the proactive Coordinators: DNSW, identification and referral of Aboriginal tourism TA, IBA, DEEWR and clients between Destination NSW (DNSW), NPWS Tourism Australia (TA), Indigenous Business Australia (IBA), Department of Education TIMEFRAME ACTION: IDENTIFY EXPERIENCES PARTNERS Employment and Workplace Relations (DEEWR) 2013 2014 2015-16 and NSW National Parks and Wildlife Service (NPWS) for one-on-one support to ensure: 2.1 Undertake a regular audit and appraisal of Coordinator: DNSW Aboriginal tourism experiences to identify All Aboriginal tourism clients receive market-ready and export-ready products. Partners: Aboriginal business guidance; tourism products, relevant Government Where appropriate, business development Agencies and other clients are also referred for tourism advice; industry partners Business development programs are actively promoted to Aboriginal clients; and 2.2 Develop the criteria and means to ensure Coordinator: DNSW Ongoing support for familiarisations and integrity and authenticity of Aboriginal tourism attendance of Aboriginal products at trade product on the NSW State Tourism Data Partners: Australian events such as ATE. Warehouse, by working with stakeholders to Tourism Data highlight: Warehouse, Tourism Australia, Aboriginal and Indigenous Tourism Champion Program other industry partners Participants; Aboriginal-owned and –delivered experiences; Aboriginal-delivered experiences; Authentic Aboriginal retail art and 2.7 Establish a Sydney Aboriginal Tourism Cluster Coordinators: DNSW, artefacts;* and incorporating Aboriginal businesses, NPWS, NPWS and TAFE NSW Aboriginal culture showcased and TAFE NSW, key land management agencies, interpreted. cultural institutions in the Sydney Harbour Partners: Aboriginal * A criteria will be created in consultation with Aboriginal basin, to pilot collaboration opportunities, in tourism businesses, art networks to ensure that retailers/galleries promoted particular to: Sydney Harbour sell authentic and original Aboriginal products. Foreshore Authority, Train Aboriginal guides and share guiding Botanic Gardens Trust, 2.3 Identify Aboriginal tourism experiences which Coordinator: DNSW resources amongst the government and Sydney Opera House, can be “bundled” or linked with mainstream private sectors; Taronga Zoo and other Partners: Aboriginal tourism products in Regional NSW. Sydney cultural Tourism experiences, Develop partnerships with complementary institutions. RTOs and other industry Sydney-based Aboriginal products to ensure partners a consistent visitor experience;

Engage with the Indigenous Tourism 2.4 Collaborate with the Metropolitan Local Coordinators: Business Leader, recently appointed by the Aboriginal Land Council and the City of Sydney Metropolitan Local Federal Government, to facilitate employment on Aboriginal tourism projects such as the Aboriginal Land Council of Indigenous people in tourism; Eora Journey. and City of Sydney Jointly market Aboriginal-guided experiences Partners: Aboriginal in and around Sydney Harbour; and partners and DNSW Support tourism employment opportunities for Aboriginal people. 2.5 Develop a strategic research agenda to inform Coordinator: DNSW the development of Aboriginal tourism. In particular, identify domestic and international Partners: Research visitor perceptions and demand for Aboriginal partners such as Tourism tourism experiences. Research Australia

Aboriginal Tourism Action Plan 2013 - 2016 TIMEFRAME ACTION: IDENTIFY MAINSTREAM TOURISM TIMEFRAME ACTION: BUILD BUSINESS CAPACITY PARTNERS PARTNERS 2013 2014 2015-16 PARTNERSHIP OPPORTUNITIES 2013 2014 2015-16

2.8 Support Aboriginal tourism businesses through Coordinator: DNSW 2.13 Identify and communicate tourism opportunities Coordinator: DNSW the provision of specialised workshops and to Aboriginal businesses and Aboriginal people training courses on an identified needs basis, Partners: TAFE NSW, in order to: Partners: Tourism for example, export-ready workshops. NPWS, tourism industry associations industry associations, Provide Aboriginal interpretation in tourism and Aboriginal and Partner with TAFE NSW, NSW National Parks government agencies businesses; and mainstream tourism & Wildlife Services (NPWS) and tourism industry and Aboriginal businesses bodies such as Australian Tourism Export Council businesses Gain employment in the wider tourism and (ATEC) and Tourism Industry Council (TIC-NSW). hospitality industry.

2.9 Assist Aboriginal tourism operators, in Coordinator: ATEC 2.14 Identify product development opportunities Coordinators: DNSW, partnership with the ATEC Indigenous Tourism which utilise the skills of NSW National Parks NPWS and TAFE NSW Taskforce, to: Partners: DNSW and and Wildlife Services (NPWS) and/or TAFE Aboriginal businesses NSW-trained Aboriginal tour guides under Partners: Aboriginal Become export ready; the Cultural Tourism Training Program. people

Link to mainstream distribution channels; and

Identify opportunities to partner with 2.15 Broker opportunities between the Aboriginal Coordinators: DNSW mainstream tourism businesses. creative industries and tourism. Partners: Aboriginal creative businesses 2.10 Identify Aboriginal tourism businesses to facilitate Coordinator: DNSW their business development needs through capacity-building tools and mechanisms Partners: Tourism such as: Australia, IBA, DEEWR, and Aboriginal The Tourism Business Tool Kit; businesses 2.16 Encourage mainstream operators and Coordinator: DNSW conference organisers to incorporate a The Indigenous Tourism Champions “Welcome to and/or Acknowledgement of Partners: Local Program; and Country” into their current product offering. Aboriginal Land Councils, RTOs, relevant Programs available through Commonwealth Government Agencies agencies such as Indigenous Business and other industry Australia (IBA) and the Department partners of Education, Employment and Workplace Relations (DEEWR)

2.11 Identify appropriate business and conference Coordinators: DNSW events to: Partners: Aboriginal Refer to Aboriginal tourism business businesses, relevant operators for their participation; and Government Agencies and other industry Incorporate Aboriginal cultural and product partners components into the program and include in bid documents.

2.12 Maintain a full-time position within Destination Coordinator: DNSW NSW as a resource dedicated to support Aboriginal tourism businesses.

Aboriginal Tourism Action Plan 2013 - 2016 APPENDIX 1

GOAL 3: INCREASED AWARENESS, UNDERSTANDING AND VISITOR ECONOMY TASKFORCE APPRECIATION OF ABORIGINAL CULTURE IN NSW BY ABORIGINAL TOURISM ADVISORY GOVERNMENT, THE TOURISM INDUSTRY AND VISITORS. GROUP PARTICIPANTS*

TIMEFRAME Chair: John Morse AM ACTION PARTNERS 2013 2014 2015-16 Margret Campbell, The Rocks Dreaming 3.1 Work with Aboriginal organisations, government Coordinator: DNSW Pam Touma, TAFE NSW (Northern Sydney Institute) and the tourism industry to develop product and Partners: RTOs, Local marketing content aimed at mainstream tourism Government and operators and consumers that will: Christine Callen, Aboriginal organisations. Tell the Aboriginal stories of Sydney and Gary O’Riordan, Australian Tourism Export Council (ATEC) Regional NSW; Raise awareness and promote the appreciation Krystal Perkins, All The Perks of NSW Aboriginal culture and its diversity; Enhance visitor information relating to NSW Ann Hoban, City of Sydney Aboriginal culture in Government-produced material; and Josephine Ridge, Sydney Festival Help convert consumer awareness to booking an Aboriginal experience. Hetti Perkins, Bangarra Dance Theatre

Catherine Baldwin, Bangarra Dance Theatre 3.2 Ensure that Destination NSW staff are provided Coordinator: DNSW with a diverse program of Aboriginal cultural Lynn Vanderwagen, TAFE NSW (Northern Sydney Institute) awareness training. John Key, Muru Mittigar 3.3 Facilitate Aboriginal cultural awareness Coordinator: DNSW training among mainstream tourism operators, Carl Solomon, National Parks and Wildlife Service Partners: NPWS, Local in partnership with industry associations, Aboriginal Land Councils, beginning with the identification of industry Martin Darcy, Parks Australia Aboriginal cultural participants via a pilot program, such as NSW awareness trainers, RTOs National Parks and Wildlife Service licensed and industry associations Tony Ryan, Ryan Lawyers commercial tour operators. David Brudenall, Indigenous Business Australia 3.4 Update and distribute the Destination NSW Coordinator: DNSW Principles for Developing Aboriginal Tourism, a Steven Satour, All The Perks guide to working with Aboriginal businesses, to Government and industry partners in order to Rob Roberts, Tribal Warrior support the development of Aboriginal tourism within the State. Shane Dredge, Destination NSW

John Bates, NSW Trade & Investment (Tourism Strategy) 3.5 Through the Indigenous Tourism Group (ITG) Coordinator: ITG and support the national approach to best practice DNSW Jacques Dulaurent, NSW Trade & Investment (Industry Policy & Stakeholder Engagement) signage, to celebrate and acknowledge Partners: Tourism Indigenous Australian culture at major inbound industry and Aboriginal visitor arrival points such as international *The Aboriginal Tourism Advisory Group was established to inform the Visitor Economy Taskforce approach in organisations airports. Also encourage signage at NSW this important area of the visitor economy. The industry-led Visitor Economy Taskforce was established by the regional airports and major transport hubs. NSW Government in September 2011 to develop a tourism and events strategy to double tourism expenditure in NSW by 2020. The Visitor Economy Industry Action Plan, the NSW Government response to the Final Report of the Visitor Economy Taskforce, was released on 20 December 2012. 3.6 Work with the Tourism Attractions Signposting Coordinator TASAC Assessment Committee (TASAC) to incorporate Partners: Aboriginal To download a copy of the Visitor Economy Industry Action Plan go to: local Aboriginal culture and heritage as an people and Aboriginal http://www.business.nsw.gov.au/doing-business-in-nsw/industry-action-plans/visitor-economy integral part of roadside interpretive signage, Land Councils for example, along the Legendary Pacific Coast and other touring routes.

The proposed actions and timeframes will be developed in on-going partnership with NSW Aboriginal tour operators to ensure actions are delivered in a culturally acceptable manner. APPENDIX 2

DESTINATION NSW ABORIGINAL ACTION PLAN CONSULTATION PARTICIPANTS

GOVERNMENT AGENCIES

Aboriginal Affairs NSW Land and Property Management Authority

Aboriginal Heritage Office Museums and Galleries NSW

Art Gallery of NSW Museum of Sydney

Arts NSW National Parks and Wildlife Service (NPWS)

Australian Museum

Botanic Gardens Trust Redfern Waterloo Heritage Taskforce

City of Sydney Screen NSW

Department of Premier and Cabinet State Library of NSW

Department of Resources, Energy and Tourism Sydney Harbour Foreshore Authority

Department of Trade and Investment, Regional Sydney Opera House Infrastructure and Services

Federal Department of Education Employment and TAFE NSW Workplace Relations

Historic Houses Trust Taronga Conservation Society Australia

Indigenous Business Australia Tourism Australia

INDUSTRY ASSOCIATIONS Photo Credits Cover: Broken Hill Tourism Australian Tourism Export Council NSW Tourism Industry Council Page 5: Bangarra - Photo by Jeff Busby Page 7: Alfonso Calero Ecotourism Australia Tourism and Transport Forum Page 8: left: Alfonso Calero right: Carol Thompson Page 9: top: Destination NSW ABORIGINAL BUSINESSES AND ORGANISATIONS bottom: Destination NSW Page 11: James Horan; Destination NSW Aboriginal Blue Mountains Walkabout Koori Communications Page 12: Wayne Quilliam Page 13: Wayne Quilliam Aboriginal Heritage Tour Muru Mittigar Page 16: left: Carol Thompson right: Jaaning Tree Restaurant Armidale Regional Aboriginal Cultural Centre NSW Aboriginal Land Council Page 21: Bertrand Degove

©Copyright 2013 Destination NSW. Big River Café/G country/Gurewha Ceramics Purple Goanna The contents of this publication have been prepared by Destination NSW Sand Dune Adventures in good faith and should not be considered as professional advice. Bruz Design (Worimi Local Aboriginal Land Council) In many areas of Australia it is considered culturally inappropriate and offensive to Indigenous Australians to publish images of people who have Dnaag Kempsey Saltwater Freshwater Festival passed away. We respectfully advise audiences that this publication may inadvertently contain such images.

Descendance The Jaaning Tree This work is copyright. Apart from any use as permitted under the Copyright Act, 1968, no part may be reproduced without the prior written permission Dhinawan Dreaming Tobwabba Art (Foster Local Aboriginal Land Council) of Destination NSW.

Destination NSW acknowledges and appreciates all photographs and images Harry Nanya Tours Tribal Warrior Association supplied by photographers and event owners for use in this publication.

Destination NSW advises the details contained in this publication are based on the best available information at time of printing.

Destination NSW GPO Box 7050, Sydney NSW 2001 Tel: + 61 2 9931 1111Aboriginal Tourism Action Plan 2013 - 2016 Fax: + 61 2 9931 1490 Contact: Destination NSW Postal address: GPO Box 7050, Sydney NSW 2001 Email: [email protected] www.destinationnsw.com.au Tel: (02) 9931 1111 or (02) 8214 2400

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