Letting go of tradition will move Aboriginal tourism forward

Marketing Indigenous tourism opportunities creates a tension between respecting cultures and responding to market demands. Mike Tamaki, co-founder of Aboriginal cultural experience, Spirits of the Red Sand, argues that letting go of some traditions will ensure that Indigenous cultures thrive.

Around the world, we see countries promoting Indigenous cultures as part of their tourism, and in many instances, Indigenous people are used as the face of a country in its tourism marketing efforts.

Unfortunately, in many cases, Indigenous people have been systematically excluded from both the benefits of tourism as well as any control over it. Not only is that a loss for Aboriginal communities, but it also doesn’t give visitors to Australia a genuine experience of the culture. In recent years, however, we’ve seen Indigenous communities becoming more involved in tourism and promoting their own history and culture, both to regain control of their stories and to provide tourists with a more authentic experience.

The growing global interest in Indigenous culture has also led to demand for products involving Australia’s First People. There are many tourists who seek spiritual experiences and adventure, keen to discover more about Aboriginal history and culture. In 2015, Tourism Australia launched its ‘Aboriginal Australia: Our Country is Waiting for You’ campaign, in an effort to boost the number of international visitors who participate in an Aboriginal cultural experience.

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