Torres Strait Islander and Aboriginal cultures provide Queensland with two distinct Indigenous cultures, and a significant opportunity to build a strong advantage over competitor destinations. Tourism and Events Queensland (TEQ) focuses on driving demand through efforts in Indigenous tourism experience development and marketing. In addressing supply, TEQ works in partnership with government and industry to create an environment conducive to stimulating Indigenous tourism product and event development, tangible business growth opportunities for existing operators, and expanded employment opportunities across the industry.
2020 Year of Indigenous Tourism
2020 has been declared the Year of Indigenous Tourism. There’s more demand than ever before for authentic cultural experiences and the Year of Indigenous Tourism is set to celebrate First Nations experiences in Queensland and attract people from all around the world to learn and experience more about one of the world’s oldest living cultures.
The Queensland Government will deliver for Indigenous tourism in Queensland by committing $10 million over the next two years to create tourism jobs for Indigenous Queenslanders and to position the state as the nation’s leader in Indigenous tourism.
For more information visit the Department of Innovation and Tourism Industry Development website.
Growing Indigenous Tourism in Queensland Fund
The $7 million fund comprises two categories. There is up to $25,000 available for Aboriginal and Torres Strait Islander enterprises, like Aboriginal corporations, Prescribed Body Corporates, Indigenous tourism businesses and Aboriginal and Torres Strait Islander councils, to develop a concept for an Indigenous tourism product or experience.
The second category offers $250,000 to $1 million to Indigenous businesses and Aboriginal and Torres Strait Islander councils for projects that improve or develop key tourism infrastructure and facilities or provide a unique tourism experience.
For more information and to apply click here.
Connect with Culture: 50 incredible ways to experience Indigenous Queensland
From the beaches and wetlands of South East Queensland to the ancient rainforests of Tropical North Queensland, all the way up to the palm-fringed islands of the Torres Strait, Queensland is brimming with awe-inspiring and immersive experiences that bring the ancient ways of Australia’s Aboriginal and Torres Strait Islander peoples to life.
This eBooks provide a visual, editorial representation of Queensland’s Indigenous experiences and plays an influential role across the travel planning cycle, resulting in driving leads to tourism businesses. The aim of the eBook is to increase awareness of the variety of Aboriginal and Torres Strait Islander experiences available in Queensland, and how to do them with inspirational itineraries.
Read the eBook here.
Discover Aboriginal Experiences
Australia’s Aboriginal and Torres Strait Islander tourism experiences are a central component of Tourism Australia’s marketing activity to international consumers and trade partners. Tourism Australia offers Aboriginal and Torres Strait Islander tourism businesses two marketing opportunities as follows:
1) Partnership Marketing Opportunity (consumer marketing) - Tourism Australia’s consumer marketing focus is on stimulating conversations about Australia’s Aboriginal and Torres Strait Islander experiences online and via events, public relations activities and media programs.
2) Partnership Marketing Opportunity (trade marketing: ‘Discover Aboriginal Experiences’ Collective) - Discover Aboriginal Experiences appeal to ‘experiential travellers’ and offer high-quality, authentic, uniquely Australian experiences that encompass a strong connection to, and privilege of, place.
Tourism Indigenous Employment Champions Network
The QTIC Tourism Indigenous Employment Champions Network, supported by The Star Entertainment Group, aims to support tourism employers to engage and manage Indigenous employees. The project is the first of its kind in Queensland and aims to increase operators’ awareness of how to encourage and maintain increased participation of Indigenous Australians within the mainstream tourism industry.
The Network is a group of volunteer tourism operators that have exhibited best practice in the recruitment and retention of Indigenous employment. Together with the Champions, QTIC have developed a range of resources for tourism operators, presented at numerous industry conferences, facilitated industry forums, provided tourism industry career path information to Indigenous students and job seekers, and identified Indigenous employment placements within the industry.
Best of Queensland Indigenous Experiences
The Best of Queensland Experiences Program is an innovative program that guides the Queensland tourism industry to deliver exceptional customer experiences, create positive word of mouth, help attract more visitors, grow expenditure and increase market share.
The program identifies and recognises experiences that best bring the Queensland story to life and consistently deliver a high-quality visitor experience, based on an independent set of criteria that incorporates online customer reviews, responds to consumer expectations and reflects industry best practice. The Best of Queensland Experiences are assessed on an annual basis.