Reconciliation at the heart of Tourism Australia

Tourism Australia has launched its 6th Stretch Reconciliation Action Plan (RAP), recognising the organisation’s commitment to reconciliation and the significant value of First Nations tourism to the businesses, regions and communities they support, as well as enriching the visitor experience.

Tourism Australia Chair, Penny Fowler, emphasised 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.

“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,” Ms Fowler said.

To develop the 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.

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

“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.

“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. 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,” Mr Mack said.

Last night’s RAP launch also provided an opportunity to preview new ‘Songlines’ artwork by Melissa Riley Tago, an artist descended from the Wardandi, Wadjak, Ballardong and Wagl Keip Noongar people of Western Australia. The artwork was commissioned through an EOI process led by Tourism Australia in partnership with YarnnUp, a First Nations-led business spanning Consulting, Creative and Capability.

In addition to building on Tourism Australia’s RAP commitments, the Songlines project sets an important precedent for how national organisations can engage with First Nations artistry – not as decoration, but as leadership – creating pathways for authentic collaboration into the future.

Further information on Tourism Australia’s 6th Stretch Reconciliation Action Plan.