Victorian First Peoples' Tourism Plan:Executive Summary

The First Peoples’ Tourism Plan (the Plan) is a key initiative under the Victorian Government’s Visitor Economy Recovery and Reform Plan (VERRP) 2021. The VERRP acknowledges the necessity of Statewide strategic planning for cultural tourism, specifically focusing on the increasing demand for First Peoples-led tourism products and experiences. The Plan's main objectives are coordinating and advancing First Peoples’ tourism, leveraging and enhancing their participation for economic development, and empowering First Peoples within the tourism industry.

To inform the development of the Plan, Statewide consultations were held to hear experience, insights, needs and aspirations of representatives from a diverse range of participants including Aboriginal and Torres Strait Islander communities, Aboriginal Community Controlled Organisations, Traditional Owner Corporations, members of Registered Aboriginal Parties (RAPs), non-RAP Aboriginal people, Elders and young people, Native Title holders, tourism industry leaders, local government representatives, not-for-profits plus others with expertise in Victoria's tourism sector.

This collaborative approach is fundamental to the development of a Plan that advances self-determination through economic empowerment and enables tourism offerings and infrastructure development that are appropriate now and scalable for the future. Investing in a collaborative approach means that Aboriginal and Torres Strait Islander ways of knowing, being and doing can be respected and incorporated into the Plan. The consultations also identified the need for a dedicated First Peoples’ industry body (referred to in this document as ‘the Authority’). The Authority is seen as a pivotal investment that could navigate the challenges and leverage opportunities within the sector.

While each regional consultation highlighted challenges and opportunities endemic to that particular region, there were a number of commonalities across the State. The challenges centred on the scarcity of accommodation in many regions for both visitors and staff, workforce issues that affect the scalability and sustainability of tourism offerings, balancing commercialisation, authenticity and custodianship of cultural heritage, a lack of culturally specific training, and the personal challenges involved in starting and running a successful tourism business. The opportunities focused on developing deeper knowledge and awareness of all aspects of the tourism industry including those arising from a better understanding of visitor profiles, understanding how best to take advantage of the increased interest in cultural and nature-based tourism, collaborative approaches to areas such as networking, mentoring, youth engagement, and marketing, and a centralised approach to areas such as training, technology support, and funding. The challenges and opportunities identified through the consultations need to inform the development of the Plan and attention to them can guide its implementation.

The establishment of a First Peoples’ Tourism Authority was widely supported across the regions and from within the sector, indicating a shared recognition of the importance of a dedicated body to act as a cornerstone for the strategic development of First Peoples’ tourism in Victoria. This body would provide support, networking opportunities and growth avenues, as well as act as a central hub for sharing knowledge and experiences, and the exchange of ideas and best practices among First Peoples tourism operators. It could guarantee that training qualifications are recognised nationally, aiding the mobility of trained personnel across State lines. By addressing governance, partnerships, career development, mentorship, sustainability and collaboration, the Authority could work towards creating a supportive ecosystem that nurtures growth, resilience and cultural integrity within the sector.

Another benefit of establishing a Victorian First Peoples’ Tourism Authority is its potential to promote active inclusion of all First Peoples who have an aspiration for participating in the tourism economy. It could achieve this by setting rigorous membership criteria across different tourism categories and by promoting songline-based tourism over local, regional or contested areas. This addresses challenges faced by Aboriginal people living in Victoria from other areas, the issues for Traditional Owners who live elsewhere, for Stolen Generations operators who cannot locally verify their indigeneity, and Torres Strait Islanders who are recognised in Treaty discussions but who are not enabled to benefit from government, industry, visitor hubs or other partners participating in Victoria’s current tourism sector.

Other recommendations emerging from the consultations include the development of business hubs to foster collaboration among tourism and local businesses; enhanced training and capacity-building including hands-on learning opportunities and vocational tourism training; improved accommodation infrastructure to support the growth of tourist numbers and to address shortages of staff accommodation; and leveraging Aboriginal-owned businesses to offer authentic cultural experiences, thus promoting cultural immersion.

The sector requires substantial capital investment for robust, scalable and diverse Aboriginal and Torres Strait Islander tourism infrastructure that is purpose-built, able to withstand the impact of natural disasters and marketing inadequacies. Developing cross-songline tourism opportunities with overnight options could retain more of the visitor economy spending within Indigenous business ecosystems, offering an enriched visitor experience and supplementing regional LGA economies.

Indigenous tourism has the potential to serve as a powerful tool for cultural preservation and economic empowerment. It is of critical importance, therefore, that Indigenous rights, voices, and perspectives are respected in shaping the development of Victoria’s First Peoples’ Tourism Plan and its implementation.

First Peoples’ Tourism in Victoria is a diverse tapestry of experiences designed to educate, commemorate, and celebrate the rich histories, cultures, and contributions of Aboriginal and Torres Strait Islander peoples. Many different types of tourism initiatives need to be considered in the development of a tourism plan including ‘reconciliation’, ‘dark’, and ‘on-country’ tourism. These forms of tourism serve to educate and inform and help embed deeper societal changes by influencing current leaders and future generations, and promoting respect, understanding, and appreciation of Aboriginal and Torres Strait Islander people.

The implementation of Victoria’s First Peoples’ Tourism Plan will require paying attention to active inclusion, a shift in perception, scalability, developing a sustainable workforce, and digital innovation to ensure the long-term success and sustainability of First Peoples’ tourism initiatives.