Arnhem Land gets new tourism identity
The Yolngu people of Australia’s Northern Territory have unveiled a new brand identity and blueprint for their economic future as part of a long-term vision for tourism in Arnhem Land.
More than 20 different Yolngu communities have joined together under the banner of the Lirrwi Yolngu Aboriginal Corporation to create a strong tourism industry that fosters economic independence, enhances Australia’s global tourism identity and reinforces cultural traditions.
Lirrwi Tourism’s chairman Djawa Burarrwanga announced the new corporate brand at the 2014 Garma Festival in Arnhem Land yesterday, which will see the Yolngu communities develop Indigenous-owned tourism businesses over the coming decades.
The brand was created by Yolngu artists and community leaders, and invites visitors to experience ‘Adventures in Culture’.
“We have a vision to develop as many as 50 new Indigenous-owned businesses that will employ up to 1000 Yolngu people in Arnhem Land by 2032,” Burarrwanga said.
“Our communities have come together around a plan that will create our own income and help share our culture and traditions with visitors from across Australia and around the world.”
The launch marks the completion of the Yolngu Tourism Masterplan, the blueprint for tourism development in Arnhem Land. Its model is a first for Australia, and combines Indigenous ownership with expert guidance from leaders in business and government.
“With the completion of the Masterplan and the launch of our new brand, we are now on a path to creating a whole new tourism destination for Australia,” Burarrwanga said.
The Yolngu Tourism Masterplan has been developed with the help of former Australian Tourist Commission managing director John Morse, who said Arnhem Land had the potential to become Australia's next great tourism icon.
“It will never be a mass tourism destination, but it has the potential to be a very high-value destination that helps define Australia internationally and contribute a great deal to our national identity,” Morse said.
Until now, Lirrwi Tourism has operated a small program of tours that give guests the chance to engage in cultural awareness programs such as camping with Yolngu families, gathering food, story-telling and traditional dance.
With the launch of the new brand identity, Lirrwi Tourism is preparing to operate regular tours for the wider public, including tours to multiple homelands and specialist tours for women.
These tours will operate later in the year, with further details available on the new Lirrwi website.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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