Destination NSW has launched a new initiative to support Aboriginal tourism businesses in regional areas, with data showing record numbers of visitors are seeking Aboriginal experiences in NSW.
The Aboriginal Experience Development Pathway 2025 will be delivered by Destination NSW in partnership with the NSW Aboriginal Tourism Operators Council (NATOC) which was formed in 2014 and became an officially an incorporated association in 2017. The main vision of NATOC is to give voice to Aboriginal owned tourism expertise to better inform industry and provide mentoring to Aboriginal tourism entrepreneurs to fulfil their business journeys.
The partnership aims to build relationships, connect on Country, and provide aspiring Aboriginal tourism operators with a greater understanding of the visitor economy and access to services to further develop their visitor experiences.
The Pathway will provide 30 Aboriginal tourism businesses with online and one-on-one training sessions, networking opportunities, the opportunity to take part in the Destination NSW media familiarisation program and access to a one-day business development workshop.
Tourism Research Australia data confirms NSW is the number one destination in Australia for Aboriginal tourism. In the year ending September 2024, a record 814,300 international and domestic overnight visitors participated in an Aboriginal tourism experience. These visitors stayed 20.7 million nights and contributed $3.1 billion in expenditure across their whole trip.
The Aboriginal Experience Development Pathway 2025 is open to eligible businesses in more than 50 local government areas across the state.
Aspiring and operating Aboriginal-owned or led visitor economy businesses, including accommodation providers, tour and activity providers and visitor attractions including museums, galleries, wineries, distilleries, breweries and farm gates are invited to apply.
NATOC chair Dwayne Bannon-Harrison said: “As a lead body for Aboriginal tourism in NSW, NATOC is proud to be collaborating with Destination NSW on the Aboriginal Experience Development Pathway 2025.
“The Pathway will provide Aboriginal entrepreneurs with invaluable support to develop sustainable and innovative business models that use community and cultural identity as a foundation for creating economic opportunities.”
Destination NSW Acting CEO Karen Jones said: “Destination NSW is proud to have a long-standing partnership with NATOC and to work alongside Aboriginal tourism operators in developing, promoting, and showcasing world-class visitor experiences that celebrate the depth and diversity of Aboriginal culture across NSW.
“Aboriginal tourism is a powerful driver of visitor economy growth, creating jobs, supporting regional communities, and offering domestic and international visitors an authentic connection to the world’s oldest living culture. By continuing to strengthen these partnerships, we are ensuring Aboriginal tourism thrives, delivering lasting cultural and economic benefits for Aboriginal communities and NSW as a whole.”
The 2025 Aboriginal Experience Development Pathway is part of Destination NSW’s capability-building NSW First Program.
Who can apply?
The Aboriginal Experience Development Pathway will suit aspiring and operating Aboriginal-owned or –led tourism businesses, including accommodation providers, tour and activity providers, and visitor attractions including museums, galleries, wineries, distilleries, breweries and farm gates.
What is included?
The Pathway includes the following for each participating business:
- Introduction session led by Destination NSW and NATOC.
- A one-on-one meeting at their business or on Country.
- Invitation to take part in an Aboriginal experience familarisation with an existing NSW Aboriginal experience provider. Familiarisations must take place before 30 June 2025.
- A familiarisation (famil) is a visit to allow people to understand your product by experiencing it firsthand, to improve their product knowledge and help them promote or sell your product. In this instance participants will be undertaking another Aboriginal experience to learn from them and expand their knowledge on what is a great Aboriginal visitor experience.
- Attendees will be responsible for their own flights, transfers, accommodation, meals, insurance and other costs associated with to and from their chosen Aboriginal experience familiarisation.
In addition, participation in the Pathway will provide Aboriginal businesses with access to:
- Other relevant programs and resources for their businesses, including mainstream NSW First program initiatives, First Nations Tourism Mentoring Program (FNTMP) and support from Service NSW and YARPA.
- Introductions to key contacts within your region e.g. Destination Networks, National Parks and Wildlife Services, Forestry, Crown Lands, Aboriginal Business Initiative Advisors and Regional NSW.
How to apply
Registration deadlines and one-on-one meeting dates:
Destination Sydney Surrounds South NSW: 10-12 March 2025 (Application deadline: 5pm AEST, 1 March 2025)
Destination Riverina Murray NSW: 14-16 April 2025 (Application deadline: 5pm AEST, 5 April 2025)
Destination Country and Outback NSW: 12-14 May 2025 (Application deadline: 5pm AEST, 2 May 2025)
