It is incredibly important to explore the role that tourism has to play in raising awareness of the abuse that indigenous communities have been subjected to and continue to suffer, and, crucially, how we can contribute to meaningful and sustainable change that will improve the lives of those impacted.
That Australia Day falls on 26 January and marks the anniversary of the British invasion and subsequent persecution of the Aboriginal people is the source of much controversy. Campaigns for the date to be changed so that the national celebrations can be inclusive for all build momentum each year.
Serving as a reminder of their cultural scarring, First Nations communities argue that this particular date is not a day for jollity. Some Aboriginal elders believe that changing the date would constitute little more than virtual signalling, and that the nature of the celebrations needs refocusing.
However, many Australians remain steadfastly committed to keeping the festivities as they are. Whatever side of the argument you fall on, it is a charged and multi-layered issue, and the debate seems set to continue for some time to come.
TTG’s work in championing a Smarter, Better, Fairer travel industry has created an excellent platform on which the crucial conversations about how tour operators, travel agents and our customers, the choices we make, and the type of holiday experiences that we create, sell and consume can take place.
There is no doubt that travel has the power to make significant contributions in shaping a more equitable environment for all, which is crucial in the process of healing legacy injustices to First Nations peoples in Australia and around the world.
Australia is one of the planet’s most beautiful, diverse and fascinating countries, and almost unparalleled in what it offers as a destination. Indigenous heritage is at the heart of this.
Learning about, exploring and appreciating the beauty of the oldest living culture on our planet are among the most unforgettable, humbling and humanising travel experiences that we can offer to our clients. And the desire for it is there.
Our bookings show that Australia is one of the most in-demand destinations for 2023 as travellers across the UK embrace the opportunity to travel long-haul once again. We’re also seeing that these customers are proactively seeking to holiday in a more mindful way.
In addition to acting on the environmental impetus to work flights harder by staying longer, seeing more and including multiple destinations in one trip, travelling in a way that is respectful to First Nations peoples and learning more about Aboriginal culture are topping consumers’ wish lists.
This burgeoning trend for indigenous tourism is driving a shift in the kind of experiences that our industry is creating for our customers, and in doing so everyone wins. By creating holidays that build awareness and understanding of Aboriginal culture we more authentically immerse our guests in the destination and create genuine affinity with the fullness of its story.
Ensuring that Australia’s complicated history is front and centre, and helping to amplify the right voices, allow us to be more sensitive in the way that we explore it.
Making sure that the financial opportunities created by tourism are distributed equitably and in ways that can have positive, lasting, sustainable and life changing benefits for the communities that need it most is an integral tool for repairing some of the injustices of the past.
Aboriginal culture is so deeply intertwined with the land itself that if we fail to place it at the heart of our product then we, as the architects of travel, sell this spectacular country, its people, our guests, and ourselves short.
Brad Bennetts is head of sales and business development for APT and Travelmarvel
