Reconciliation at the heart of Tourism Australia’s plan

Tourism Australia has made clear its commitment to reconciliation and the significant value of First Nations tourism to the businesses, regions and communities they support, as well as its enrichment of the visitor experience, with the launch of its 6th Stretch Reconciliation Action Plan (RAP).

Tourism Australia Chair, Penny Fowler, Tourism Australia’s Chair, emphasized that First Nations peoples as Australia’s original storytellers and Tourism Australia’s resolve to share the deeper story of their cultures and connection with Country to international audiences in authentic and compelling ways.

Fowler observed: “As travellers dream and make plans to travel here, we are ensuring First Nations cultures increasingly become part of their decision. The warmth, humour and generosity of the world’s oldest living cultures, the world’s first hosts, is central to the spirit of our Reconciliation Action Plan and will help us achieve our vision and bring our commitments to life.”

In developing its 6th Stretch RAP, Tourism Australia engaged across internal and external audiences including with tourism operators and First Nations tourism leaders. The actions and deliverables are across the five dimensions of reconciliation.

Robin Mack, Managing Director of Tourism Australia, underscored the importance of the role the organization plays in supporting reconciliation and ensuring visitors experience the unique and special experiences in Australia through First Nations operators.

Said Mack: “We are proud to share the stories, experiences and knowledge of the world’s oldest living cultures. We know that travellers have a deep desire to connect with Aboriginal and Torres Strait Islander cultures when they visit Australia, and through tourism experiences can do so in all corners of the country, in diverse and authentic ways.”

And Mack continued: “Our Discover Aboriginal Experiences collective is the cornerstone of our efforts to develop and promote exceptional First Nations tourism experiences to international audiences, with around 50 businesses offering more than 200 experiences.”

He also pointed out that: “More than 65 per cent of businesses in the collective are First Nations owned or operated. Significantly, the tourism experiences they offer are all First Nations led on Country and are often located in regional and remote areas.”

CLICK HERE for more on Tourism Australia’s 6th Stretch Reconciliation Action Plan.

Photos courtesy Tourism Australia