Discover Aboriginal Experiences launches new Story Bank - the ultimate resource for trade

Media release

Discover Aboriginal Experiences (DAE), the collective of leading Aboriginal-guided tourism experiences across Australia, has launched a new Story Bank. Full of inspiring content, the Story Bank is designed to help our distribution partners promote Aboriginal guided experiences by providing high-quality, ready-to-use content.

Recognising the growing demand for authentic cultural immersion, the Story Bank offers a suite of assets - including editorial content, thematic journeys that showcase the incredible diversity of experiences available, storyteller profiles, product deep dives, recommended journeys and a spotlight series – that can all be seamlessly integrated into partners EDMs, websites and custom itineraries.

“We are delighted to provide this resource to our distribution partners. Our goal is to take the guesswork out of selling Indigenous tourism. By providing the stories behind the experiences, we’re giving our partners the tools and insights to inspire their clients with deep, authentic interactions that go far beyond the standard tourist trail.” says Nicole Mitchell, Executive Officer of Discover Aboriginal Experiences (DAE).

The Story Bank features a wide range of editorial content designed to educate, inspire and showcase how Aboriginal cultural experiences can be weaved into itineraries throughout Australia. Each story links back to DAE’s collective of over 50 tourism operators offering more than 200 Aboriginal-guided experiences.

We invite you to dive into the Contents page first - the sheer scale and depth of ready-to-use content is designed to transform your marketing and storytelling. The Story Bank is also available in Word format for ease of re-purposing, alongside our suite of free images and videos to compliment content.

Key sections explained:

Thematic Journeys - Expand yours and your clients understanding of what an Indigenous experience can be. Our curated thematic summary pages provide direct story and storyteller content inspiration links to a surprising diversity of experiences across Australia. Dive into Nature & Wildlife, Coastal & Aquatic, Active Adventures, Urban Cultural Experiences, Bush & Outback, Immersive Journeys, Art & Museums, Culinary Experiences, and Exclusive Accommodation.

Story Ideas - Unlock a goldmine of over 90 short-form editorial assets, each designed to add authentic Indigenous flavour to any Australian itinerary. These aren’t just facts - they are compelling "hooks" that do the storytelling for you. From "Seeing underwater through Aboriginal eyes" and the "Indigenous side of Sydney," to curated angles for foodies, adventurers, and wellness seekers, these pieces offer a fun, fresh perspective on the world’s oldest living cultures. Whether you’re exploring Indigenous astronomy or going "Beyond Rock Art," this library provides ready-made, high-impact content to effortlessly elevate your marketing.

Storytellers Up Close & Personal - Go behind the scenes with the people who bring these experiences to life. These intimate profiles introduce your clients to our guides - the true storytellers - offering a personal look at the individuals who will be sharing their culture and Country with them. It’s the perfect way to build trust and excitement before the journey even begins.

Cultural Insights - Share Aboriginal culture with absolute confidence. This series of 25+ short stories provides the factual, engaging details your clients crave - without the guesswork. From the significance of Women’s Business and Sacred Sites to deep dives into the Southern Cross, boomerangs and didgeridoos, Australian wildlife (like the saltwater crocodile and emu), and produce (such as the finger lime or Kakadu plum) we’ve done the research so you can provide authentic, respectful information every time.

Product Feature Stories - Experience the essence of each business through our curated product features. Beyond the logistics, we dive into what makes each experience truly unique, using personal insights from our guides to bring the story to life. With suggested titles and polished copy ready for your itineraries or marketing, you can give your clients a vivid, sensory preview of the incredible journeys that await them.

Spotlight Series - Dedicated to feature-length storytelling, these 250-word articles provide a deeper dive into the essence of Indigenous tourism. Perfect for blogs, LinkedIn, or newsletters, these polished pieces such as "5 Aboriginal Creation stories you may not know" allow you to lead cultural conversations and position your brand as a knowledgeable advocate through high-quality, long-form content.

What's Hot in 2026 - Shines a spotlight on emerging themes and trends including DAE’s impact in 2026, Culture Explained, Environment, Family travel, Health and Wellness, Luxury, Listicles, Music, Dance and Festivals, Reconciliation, Sustainability and Tourism Trends. This is your go-to for timely content perfect for your next newsletter or campaign.

Journeys - Designed to spark inspiration and simplify planning, these ready-made itineraries showcase Aboriginal-guided travel across Australia. Each journey seamlessly integrates Signature Experiences of Australia pillars, from luxury lodges and world-class wineries to iconic walks and wildlife experiences - providing a premium blueprint to help you build authentic itineraries with ease.

DAE has also developed new pitch packs organised around key themes, to help partners quickly identify feature angles and develop stories around Aboriginal tourism experiences. Themes include Accessibility in Aboriginal Tourism; Astrotourism with an Aboriginal Guide; Exploring Australia’s Movie Backdrops with an Aboriginal Guide; Family-Friendly Aboriginal Experiences; Nature and Wildlife; Sustainable Tourism; Wild Swimming with an Aboriginal Guide, Women in Aboriginal Tourism and more.

Together, the Story Bank and Pitch Packs provide a comprehensive resource for sharing stories about Aboriginal cultures, travel experiences and the people behind Indigenous tourism across Australia.

All resources can be accessed from the dedicated trade and media portal of the Discover Aboriginal Experiences website. The What’s New section of the site also includes a range of new video assets, including a Discover Aboriginal Experiences updated showreel, an “About DAE” video and new Storyteller videos.

The Discover Aboriginal Experiences collective brings together more than 50 tourism businesses offering more than 200 bookable experiences across Australia. The collective is part of Tourism Australia’s Signature Experiences of Australia program and showcases the diversity and depth of Aboriginal tourism through guided experiences led by Traditional Owners and cultural Custodians.