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9 July, 2021

Tourism Australia promotes Indigenous tourism with stunning new video

By Alexandra Coulton

Tourism Australia is celebrating NAIDOC Week by highlighting the importance of Indigenous tourism with a new video and a special partnership with Facebook.

As home to the oldest living culture on Earth, the Australian tourism industry plays a vital role in both preserving this culture and sharing it with the world.

According to Tourism Australia, Indigenous culture is not only central to our nation’s identity – it also provides Australia with a competitive advantage and a unique role to increase demand and provide growth for Indigenous-owned businesses.

Research provided by the destination marketing body shows that Indigenous tourism experiences have been rising in popularity, with 17 per cent of international visitors participating in an Indigenous tourism experience whilst visiting Australia – a six per cent year-on-year increase since 2010.

For domestic travellers, Indigenous tourism has increased by 13 per cent each year since 2013.

To give these numbers a boost, Tourism Australia has launched a new campaign video featuring prominent Aboriginal elders welcoming Australians to explore Country by connecting with land traditional custodians, learning their rich stories and sharing in culture.

Titled ‘Welcome to my Country’, the video was written and created by Message Sticks and produced by Blackfisch, both majority Aboriginal-owned and operated companies, and is supported by a range of owned and earned initiatives to encourage Australians to seek out Indigenous tourism experiences.

You can watch Welcome to my Country HERE.

Uncle Noel Butler, Yuin Country Elder featured in Welcome to my Country campaign (source: Message Sticks and Blackfisch via Tourism Australia)

“Tourism is one of the most impactful ways for Australians (and people from all around the world, in non-pandemic times) to connect with Country and share in tens of thousands of years of storytelling and millions of years of Aboriginal and Torres Strait Islander history on this land,” said Tourism Australia CMO Susan Coghill.

“Furthermore, choosing to spend your holiday with an Indigenous-owned business can bring big benefits to communities by preserving jobs, boosting the local economy and continuing cultural identity.

“We are proud to work with the tourism industry to showcase the incredible experiences on offer and there’s something special about being able to promote authentic, deep connection with Country through the knowledge and experience shared by Aboriginal elders and Aboriginal tour guides across our nation.”

Tourism Australia has also collaborated with Facebook as a founding partner in the ‘Connect to Country’ movement, launched last week by Facebook Australia and Campfire X.

The ‘Connect to Country’ campaign encourages Australians to connect with Australia’s Indigenous cultures, and calls on brands and businesses to highlight First Nations culture as an integral part of their physical and digital footprints.

The campaign released a video asking all Australians “Where You From?” and encourages them to discover more about their local First Nations communities, with resources available on the ‘Connect to Country’ Facebook page.

Featured image: Aunty Yilna Atie, Nundjurr elderm featured in Welcome to my Country campaign (source: Message Sticks and Blackfisch via Tourism Australia)

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Aboriginal elders First Nations indigenous tourism NAIDOC tourism australia