Tourism

Indigenous experiences goes global

Hannah Edensor

This morning Tourism Australia kickstarted its campaign to bring unique Indigenous experiences to the world’s TVs, computers and silver screens.

Launching a new short film aimed at encouraging more domestic and international visitors, TA hopes to add Indigenous tourism experiences to the itineraries of a holiday down under.

Entitled Aboriginal Australia: Our Country is waiting for you, the film was created in collaboration with renowned Aussie filmmakers Brendan Fletcher and Warwick Thornton and tells the story of Australia’s distinct Indigenous tourism offerings.

Developed in partnership with Austrade, the film features a diverse range of Indigenous activities, adventures and immersive cultural experiences that are on the cards in the Red Centre and outback, rainforests and tropics as well as in cities and urban environments.

One of the misconceptions that the film aims to dispel is that Indigenous tourism experiences can only be found in hot, dry and remote areas.

Directors Fletcher and Thornton are best known for their work on Mad Bastards, and Samson and Delilah and The Sapphires, respectively.

The pair worked closely with nine Indigenous tourism operators from four States and Territories across Australia to bring the stories to life.

ur Country Is Waiting For You - Behind the scenes at DavidsonÔÇÖs Arnhemland Safaris, Sunset Picinic, Mt Borradaile, NT

Tourism Australia’s managing director John O’Sullivan said the film aimed to increase awareness, interest and participation in Indigenous experiences across Australia.

“Currently, 14% of our international visitors participate in an Aboriginal cultural experience during their trip, helping to inject $6.4 billion annually into our visitor economy,” he said.

“We’re confident this new short film, and our plans to make sure it is widely distributed both in Australia and overseas, will help promote this important facet of Australian tourism and grow these figures.”

The film will be shown in Australia and a number of TA’s key international markets, including China, Germany, Indonesia, Malaysia, South Korea, the UK and the USA, where it is expected to be seen on TV, online and in cinemas by more than 50 million people over the next few weeks.

The film has already received strong backing from the tourism industry, including airports (Sydney Airport), international airlines (Etihad Airways and Virgin Australia) and hotel groups (AccorHotels Australia and IHG) who have all agreed to provide a platform to show the film to their passengers, guests and employees.

Check out the short film here:


SEE WHAT PEOPLE ARE SAYING

Leave a Reply

News

“Unfortunately, the world changed”: McGowan suspends WA border reopening indefinitely

The western state will be keeping its borders firmly closed, as Premier Mark McGowan buys more time to bolster citizens against a “flood of the disease”.

Share

CommentComments

Tourism

Thailand to resume ‘Test & Go’ quarantine waiver from February

Pack your suitcase and ready your sinuses for a holiday in Thailand that promises to greet you with a lovely PCR test.

Share

CommentComments

Hotels

AUSSIE FIRST: Accor unveils next gen Mercure Hotels with new Melbourne property

While away your Friday afternoon by perusing through some stunning pictures of Accor’s swanky new-look Mercure in Doncaster.

Share

CommentComments

Aviation

Qantas threatens to slash cabin crew wages by “almost half” in latest union pay row

by Ali Coulton

The national carrier is once again facing condemnation from unions after applying to scrap its long-haul crew contract in an effort to “push through” a new deal.

Share

CommentComments

Aviation

Operation nest egg: Air New Zealand helps relocate rare kiwi chicks

The airline is doing gods work by flying these three little cuties to their new home where they were treated to an all-you-can-eat worm buffet.

Share

CommentComments

Tourism

Say ‘Aloha’ to the Hawaiian Islands and take a trip that gives back

by James Harrison

Check out the beauty, wonder, and excitement of the islands of Hawaii and explore a holiday destination where you can malama.

Share

CommentComments

Cruise

Crystal Cruises suspends operations as parent company files to windup business

The Hong Kong supercruise operator is winding up operations, leaving the future of its subsidiaries unknown.

Share

CommentComments

Tourism

Celebrity chef duo Gary Mehigan and Manu Feildel star in new tourism campaign for Japan

The staff at Travel Weekly have been rewatching our favourite anime to reminisce about Japan, but Gary and Manu might appeal to a broader audience than Pokemon reruns.

Share

CommentComments

Tourism

Aussie tourism took off in December, but remians well below 2019 levels

If these stats are anything to go by, we’ll be back to worrying about overtourism and carbon footprints in no time! Wait…

Share

CommentComments

Destinations

US slaps “do not travel” warning on Australia as Europe tightens border restrictions

The prospect of fewer American tourists milling about at Darling Harbour we can deal with, but if we have to go one more year without a European summer we’re going to go over the deep end.

Share

CommentComments

Aviation

Union survey reveals transport workers asked to return while COVID positive

Workers who answered the survey, which included passenger transport and aviation workers, are also calling for free RATs. That’s rapid antigen tests, not rodents as we first assumed.

Share

CommentComments

Wholesalers

“This isn’t a label we wish to keep”: Intrepid recertified as world’s largest travel B Corp

The tour operator has gone through another extensive company-wide audit to maintain its title, so why is it looking to pass the baton you may ask? Click here.

Share

CommentComments