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.
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.