Visitor growth sparks tourism boom for First Nations businesses

Indigenous tourism operators in Tropical North Queensland are experiencing a steady recovery in international visitor numbers, a trend that many business owners are hoping to grow closer to home.

Tropical North Queensland is the only region in Australia where Aboriginal and Torres Strait Islander cultures meet, providing visitors with some of the most diverse cultural experiences in the nation.

Domestically, Queensland has the second-highest share (20 per cent) of trips and holidays that include an Indigenous activity.

2023-24 saw the highest recorded number of international holidaymakers incorporating Indigenous activities into their trips, showing the increasing appetite that tourists have for Indigenous cultural immersion.

A key driver of this trend is ‘experiential travel’ – a holiday that aims to build a deeper connection to a destination through cultural adventure.

Dr Eric Fisher, Master Reef Guide and marine biologist at Dreamtime Dive & Snorkel, said that the primary role that Indigenous operators play within the region is as storytellers.

Sharing knowledge

“For us, we lead our experiences with storytelling and connecting to the visitors through sharing knowledge,” he said.

“We know that our visitors love to hear stories from traditional owners and a key take away from our experiences is the story that they leave with – a story about culture, the environment, and conservation.”

As the popularity of Indigenous experiences in Queensland grows, Indigenous vendors are taking the opportunity to share their traditional knowledge and culture through On-Country experiences.

An element that runs through all Indigenous tour activities is storytelling – for domestic travellers, connecting with the history and cultural stories of their own backyard is a drawcard to incorporating experiences into holidays.

Recent Tourism Australia findings note that for holidayers, the primary Indigenous experiences of interest include enjoying Indigenous food and cuisine, cultural hikes, and watching Indigenous painting art and craft demonstrations.

Juan Walker, owner of Walkabout Cultural Adventures, said that he is fortunate to operate his tourism business on his traditional country, enabling a daily connection to the land and the ability to be able to practice culture on country.

“My operation aims to guide visitors to view my Aboriginal culture, stories, place and land differently – to think of everything more holistically, we are all connected to nature, and humanity needs to treat nature just like we would each other. Not to see it just as a pretty place,” he said.

Relationship with country

Operating on Kuku Yalanji country, Walkabout Cultural Adventures invites guests to learn about the region’s Indigenous history, the Daintree Rainforest, and to share ancient knowledge and traditions about native plant use in medicine and food.

“Working in Indigenous tourism is all about creating an experience in the country where you are from, and teaching visitors to the region about the importance that maintaining this relationship with the country has been and continues to be.”

Indigenous tourism operators play an integral role in fostering cultural heritage and making it more accessible not just to visitors but also to Aboriginal and Torres Strait Islander peoples, creating a place of understanding of their own heritage and the importance of nurturing it into the future.

Patrick Mau, Stage and Reservation Manager at Island Stars, said that operating the business on country brings a deeper understanding of our People and region.

“Part of running an Indigenous operation is to work collaboratively with our people and respect our cultural protocols and customs,” he said.

“Our culture is a makeup of our being, and that’s what’s important to share with visitors. We hope visitors come with an open heart and mind, so they return home with a deeper appreciation and understanding of our culture.”

Island Stars delivers authentic and immersive cultural experiences on Thursday Island featuring dance and storytelling performances, guided walking tours, art workshops and an art gallery and cafe that celebrates local art, food and community.

“Tourism needs to be a shared experience. At its core, it’s about sharing the lived experience between visitors and the communities they visit.”