Tourism Australia...social media, familiarisations, media hosting, online, advertising, marketing campaigns, and trade events. Industry Development and Indigenous Tourism Group Global

Tourism Australia Reconciliation Action Plan

2014 - 2016

“An important part of the Australian experience includes

sharing one of the world’s most ancient living cultures, best expressed through art,

storytelling, dance, music and the land itself...”

I am delighted to present the new Tourism Australia Reconciliation Action Plan for 2014 to 2016.

Tourism Australia’s updated Reconciliation Action Plan (RAP) reaffirms our commitment to strong and productive relationships with Indigenous peoples to contribute meaningfully to “Closing the Gap”.

The Reconciliation Action Plan 2014-16 has been developed to reach Reconciliation Australia’s ‘Stretch RAP’ level, which focuses on longer-term strategies and defined targets and goals. Tourism Australia is the first Commonwealth Government Agency to commit to a Reconciliation Action Plan at this level.

The activities we have committed to in our Reconciliation Action Plan will continue to engage all staff and partners in acknowledging the importance of the Australian Indigenous experience in campaigns, programs and activities. Tourism Australia’s core program included in this RAP is the Indigenous Tourism Champions Program (ITCP).

The ITCP is now entering its fourth year and has successfully engaged Indigenous tourism operators, enabling them to participate in key Tourism Australia programs, whilst also forging a strong support network amongst the Champions. The ITCP has set up a solid framework to increase awareness and improve perceptions of the quality and diversity of the Indigenous tourism experiences that are offered in Australia.

An important part of the Australian experience includes sharing one of the world’s most ancient living cultures, best expressed through art, storytelling, dance, music and the land itself. For our target audience this means learning about traditional Indigenous practices as well as contemporary interpretations. It is our intention that the sharing of these stories is honest and respectful.

Tourism Australia is committed to this Reconciliation Action Plan and is dedicated to continuing to implement the identified actions to improve reconciliation outcomes. We look forward to working closely and building strong relationships with Indigenous peoples as part of our Reconciliation Action Plan journey.

Geoff Dixon

Chairman

4 Tourism Australia Reconciliation Action Plan | 2014 - 2016

Tourism Australia is committed to reconciliation between Indigenous peoples and the wider Australian community. We believe that sustained effort and enduring commitment by governments, business and the community can support improvement in the lives and livelihood of Indigenous peoples and communities.

Australia’s national identity is

enhanced by Indigenous history,

culture and heritage. We believe

tourism is a powerful force in

building and supporting new

creative, cultural, economic and

social opportunities for Indigenous

communities across the country.

We are committed to assisting

First Nations people to share their

stories and experiences with the

world and believe that we have a

unique responsibility to promote

Indigenous culture globally through

our promotion and marketing of

Australia as a destination.

We are committed to encouraging

the full participation of Indigenous

peoples, corporations and

communities in tourism and related

industries. We want to foster

relationships built on the principles

of respect, growing trust and

understanding, dialogue, learning,

sharing and reciprocity.

Tourism Australia’s vision for

reconciliation includes working

in a way that supports, promotes

and markets Indigenous tourism

experiences and cultures to

international and domestic visitors

in ways that value their unique

contribution to our nation’s identity.

Our Vision for Reconciliation

Tourism Australia Reconciliation Action Plan | 2014 - 2016 5

Tourism Australia’s vision is to

stimulate sustainable international

demand for Australian tourism

experiences through industry

leadership and coordination.

Tourism Australia has 215 staff, 120

of whom are based in Australia.

Tourism Australia is Australia’s

national tourism organisation

funded by the Australian

Government with the aim of

maximising tourism visitor spend

within Australia and ensuring that

spend is dispersed throughout

Australia, delivering real economic

benefits to regional Australia as well

as our major cities. In pursuing these

objectives, Tourism Australia has the

goal of building Australia’s market

share of targeted travellers through

increasing demand for Australian

tourism experiences, including

Indigenous tourism experiences.

Through our global network, Tourism

Australia continues to develop a

deep understanding of the market

and our customers around the

world. This is supported by insights,

research and statistics provided to

the tourism industry by Tourism

Research Australia. These statistics

aim to assist the industry in the

development of marketing plans

and in making informed business

decisions. More information on

Tourism Australia is available at the

Tourism Australia corporate website

at www.tourism.australia.com.

“�...�Tourism�Australia�has��the�goal�of�building�Australia’s�market�share��of�targeted�travellers�through�increasing�demand�for�Australian�tourism�experiences,�including�Indigenous�tourism�experiences.”

Our Business



Our Reconciliation Action PlanWithin the Reconciliation Action Plan framework, the actions of Tourism Australia will focus on the three core areas: Relationships, Respect and Opportunities.

The Reconciliation Action Plan has been developed in consultation with internal

and external stakeholders, all of whom have expertise in Indigenous tourism and

Indigenous program development.

Networks built through the ITCP have facilitated opportunities for Indigenous tourism

operators to develop their capacity, grow their knowledge of the tourism industry and

undertake better business practices. These capacity-building activities are crucial to

building successful long-term economic development for Indigenous operators.

Our role in the tourism industry offers specific opportunities to utilise our networks,

knowledge and experience in the following areas:

KEY RECONCILIATION RESULT AREA

Relationships > To increase awareness of Indigenous tourism experiences and cultures across

the tourism distribution network and via direct consumer channels.

> To raise the profile of Indigenous tourism across government agencies

Respect > To raise the awareness and recognition of the aspirations, cultures and

achievements of Indigenous Australians amongst Tourism Australia staff.

> To develop and strengthen our relationships with Indigenous stakeholders

and the communities they represent.

Opportunities > To support and encourage programs that build the capacity of Indigenous

tourism operators within the tourism industry

> To employ, develop and promote Indigenous peoples and identify mentoring

opportunities for their young people interested in joining the tourism industry.

Enquiries: General Manager, People and Culture, Tourism Australia

Telephone: +61 2 9361 1222

Email: [email protected]

Office: Level 29, 420 George St, Sydney 2000

Postal address: GPO 2721, Sydney NSW 1006 Australia

Consumer:

australia.com

twitter.com/Australia

facebook.com/SeeAustralia

Corporate:

tourism.australia.com

twitter.com/TourismAus


RelationshipsKEY RECONCILIATION RESULT AREA


Focus AreaTo stimulate increased demand by improving trade and consumer awareness and perceptions of the quality and diversity of Indigenous tourism experiences.

RationaleIndigenous tourism experiences are one of the seven key Australian experiences which are currently being used as the pillars of the Australian Experiences Strategy, which underpins Brand Australia.

The Industry Development team work closely with all sectors in the tourism industry and have an extensive network of Operators, Industry Associations and government bodies that are consulted on aspects of promotion, marketing and industry development.

Respectful relationships with Indigenous peoples and organisations are important, and our ability to represent them appropriately depends on the quality of our personal and professional relationships.


ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET

Increase integration of Indigenous

tourism experiences into Tourism

Australia’s programs including advocacy,

social media, familiarisations, media

hosting, online, advertising, marketing

campaigns, and trade events.

Industry Development

and Indigenous Tourism Group

Global PR / Social Media

and Advocacy

Consumer Marketing

Trade Events

Dec 2016 Information on Indigenous

experiences readily available on

the Tourism Australia corporate

site and australia.com

Increase Indigenous tourism

experiences in marketing activities.

Use social media such as

Facebook and YouTube to promote

Indigenous festivals and events.

Integrate Indigenous tourism

experiences where possible in

media familiarisations and

trade events.

Integrate content from the Indigenous

tourism trade website into Tourism

Australia’s corporate website. Maintain

up to date information and produce

regular news feeds.

Corporate Communications


Jan 2014 New Indigenous tourism content

integrated into Tourism Australia’s

corporate website.

Make available free of charge new imagery

or vignettes showcasing the diversity

of Indigenous tourism product through

Tourism Australia’s Image Library and/or

trade website.

Industry Development Dec 2016 New Indigenous tourism images

and/or vignettes added to image

library and/or trade website

Increase the knowledge of members of

the Aussie Specialist Program (targeting

23,500 registered travel agents) and

wholesalers in how to promote and sell

Indigenous experiences and incorporate

them into itineraries.


International (Regional Teams)

Dec 2016 Enhance Indigenous training

module for Aussie Specialist

Program and link to new

Indigenous trade website.

Increase participation of Indigenous

tourism businesses in mainstream

tourism events, trade shows and

media events.


Trade Events

Annually to

Dec 2016

Indigenous operator

representation at two or

more trade events or trade

networking initiatives.

Work with ATEC to identify what

Indigenous Product is currently

included in the programs of identified

trade partners and work to increase

participation.

Industry Development Dec 2016 Audit completed and Indigenous

tourism participation increased.

Improve trade awareness of Indigenous

experiences by preparing collateral

for trade training and undertaking an

Indigenous experiences trade training

program with selected trade partners.

Industry Development Dec 2016 Trade training undertaken with

10 or more key trade.

Tourism Australia will meet obligations

to comply with permits, and any

conditional access to sites.


IMHP

Annually to

Dec 2016

All media and trade activity

at Aboriginal and Torres Strait

Islander sites will have complied

with correct guidelines.

Relationships


RelationshipsKEY RECONCILIATION RESULT AREA


Focus AreaTo raise the profile of Indigenous tourism across government agencies.

RationaleWide consultation and collaboration is facilitated through co-chairing The Indigenous Tourism Group. Through the updated Tourism 2020, the working group focuses on ways to increase the quality and quantity of Australia’s Indigenous tourism product offering, and the participation of Indigenous Australians in the tourism industry.

The purpose of this forum is to identify, discuss and collaborate on projects which improve awareness, demand and perceptions of Indigenous tourism experiences, whilst also supporting the development and growth of sustainable Indigenous tourism businesses which can meet the needs of consumers and industry.

The Indigenous Tourism Group was formed in 2013 combining the former Indigenous Tourism Working Group and the Indigenous Tourism Government Forum. The working group includes government and industry representatives for Indigenous Tourism development and marketing.

Tourism Australia also actively supports and sponsors Indigenous tourism conferences such as the Australian Indigenous Tourism Conference and the Pacific Asia Indigenous Tourism Conference which bring together industry and government to further the interests of Indigenous tourism.



The RAP working group, including at

least 2 Aboriginal and Torres Strait

Islander members, will continue to

actively monitor RAP development,

including whether actions are being

implemented and progress is being

tracked and reported.

RAP working group Report back

December 2014,

2015 and 2016

Meet quarterly to monitor

progress on the actions in

the RAP.

Encourage all areas of

Tourism Australia to provide

input into RAP activities.

Work cooperatively with key

stakeholders as well as all of the

state and federal agencies involved

with Indigenous tourism through

attendance at meetings of the

Indigenous Tourism Group.

Work with State and Territory

Tourism Organisations, Department

of Resources, Energy and Tourism

and Indigenous Business Australia

to improve the effectiveness of the

ITCP to increase the awareness of

the Indigenous tourism industry and

ensure the sustainable development

of the industry.

Industry Development Annually to

Dec 2016

3 meetings per year

Attend meetings to participate in

guiding the implementation of

initiatives identified in the Tourism

2020 Strategy.

Industry Development Dec 2016 3 meetings per year

Provide advice to the Minister for

Tourism and other relevant Ministers

on Indigenous tourism issues.



Tourism Australia Executive

Dec 2016 Provide information and

advice to government

on issues relating to

Indigenous tourism.

Make results of all Indigenous market

research and its interpretation available

to all agencies with Indigenous tourism

programs and assist in its application

to such programs.


Global Insights


Tourism Research Australia

Dec 2016 A demand-focused

research project identifying

perceptions, expectations,

key drivers and motivators

of emerging markets

distributed to stakeholders.

Relationships


RespectKEY RECONCILIATION RESULT AREA


RationaleTourism Australia is a diverse, global organisation with a workforce of approximately 220 people located in 13 countries. Global headquarters are based in Sydney, Australia.

Incorporating respect for Indigenous peoples, cultures and histories into our organisational culture and our core business activities contributes to greater understanding and makes good business sense.

Focus AreaTo raise the awareness and recognition of the aspirations, culture and achievements of Indigenous Australians amongst Tourism Australia staff.



Ongoing communications to all

staff supporting reconciliation,

cultural diversity and internal ‘good

news’ stories.


People and Culture

RAP Working Group

Dec 2016 Minimum one Indigenous

tourism good news story

per quarter on i-Net

News Desk.

Information including link

to Reconciliation Australia

website on i-Net Intranet.

RAP Working Group to

provide quarterly update on

progress of RAP to staff.

Appropriate information regarding

Tourism Australia’s commitment to

reconciliation to be reviewed and

updated annually and included in the

New Starter Orientation Kit.

People and Culture


Annually to

Dec 2016

RAP reviewed annually and

included in orientation kits.

Write up cultural awareness fact

sheet and include in induction pack,

ensure all new employees read and

understand cultural awareness

information. Distribute sheet to

existing staff.

People and Culture


Dec 2014 Cultural awareness

information included in all

new induction training and

distributed to all staff.

Continue to promote events that

celebrate Indigenous activities such as

National Reconciliation and NAIDOC

Weeks, new high profile dance

performances, festivals and events.


Consumer Marketing

Annually to

Dec 2016

Identify and promote at

least 4 signature events

and/or festivals annually.

Ensure that appropriate Tourism

Australia events include a

Welcome to Country and/or proper

Acknowledgement of

Traditional Owners.

Tourism Australia All


Dec 2016 100% compliance at

appropriate meetings

and events.

Conduct Indigenous cultural awareness

training sessions across all Tourism

Australia business units annually for

attendance by all new staff (who have

not attended previously).

People and Culture


Annually to

Dec 2016

80% of staff (who have not

attended previously) to have

successfully completed

cultural awareness training

or viewed online.

Respect


RespectKEY RECONCILIATION RESULT AREA


RationaleAustralia’s Indigenous people have an enormously diverse and complex culture that traces its roots back at least 50,000 years – one of the longest of any society on the planet.

Community values, traditions, family and connection to the land is especially important to Indigenous people and this is reflected in the way that they interact with visitors and conduct their tourism businesses.

A commitment to respecting Indigenous culture will result in opportunities to experience and learn about this fascinating way of life, culture and customs still practiced today and pride in our cultural heritage will be reinforced.

Focus AreaTo develop and strengthen our relationships with Indigenous stakeholders and the communities they represent and engender respect in Indigenous cultural heritage.



Ensure appropriate acknowledgement

of all Indigenous artwork, stories, sites,

traditional knowledge and photos in

Tourism Australia publications.



Dec 2016 All artwork and photos

acknowledged appropriately.

Provide links through to third party

information on Welcome to Country

and acknowledgement protocols.

Industry Development Dec 2014 Links provided on Tourism

Australia Aboriginal

trade website.

Encourage Associate Members of the

ITCP to provide appropriate recognition

of traditional Indigenous ownership,

identification of Indigenous staff and

other Indigenous recognition to allow

greater appreciation by visitors of

Indigenous presence.

Industry Development Dec 2014 Communications distributed

to all Associate Members of

the ITCP.

Support Aboriginal and Torres Strait

Islander employees as they engage

with their culture and community.

People and Culture Dec 2016 Support Aboriginal and Torres

Strait Islander staff members

to participate in events in the

local community.

Respect

Focus Area Rationale


OpportunitiesKEY RECONCILIATION RESULT AREA


RationaleTourism is already recognised as an important vehicle for the preservation and promotion of Indigenous culture and there are many other avenues and opportunities for worthwhile involvement in tourism.

There are opportunities to develop knowledge about general business management and specifically about the running of a tourism business and the nature of the tourism industry to increase the level of success and business sustainability of Indigenous tourism operators.

Whilst Tourism Australia does not deliver these types of business and mentoring programs, it can offer leadership and advice in ensuring that available programs best meet the needs of Indigenous tourism operators.

The Indigenous Tourism Group and the ITCP provides opportunities for Tourism Australia to guide and influence State Tourism Organisations and other government agencies that are directly responsible for undertaking capacity building activities.

Creating opportunities that increase employment of Indigenous peoples and their involvement in the tourism industry is an important aspect of our organisation’s contribution to ‘closing the gap’ and reflecting industry diversity.

Focus AreaTo work with our partners to help them build the capacity of Indigenous tourism operators within the tourism industry.



Through the ITCP and the Indigenous

Tourism Group, encourage increased

access to appropriate training and

development initiatives for potential

and existing Indigenous tourism

operators.


and Indigenous

Tourism Group

Annually to

Dec 2016

Participation in 3

Indigenous Tourism Group

meetings per year.

Identify and promote successful

examples of Indigenous tourism

involvement, as well as the reasons

for their success as role models for

other potential Indigenous tourism

businesses or employees.


and Indigenous

Tourism Group

Dec 2016 Promote the successes of

the Indigenous Tourism

Champions through

internal and external

channels such as the Trade

Website and I-Net.

Encourage a whole of government

approach to using the ITCP as a vehicle

to direct support in building the skills

and capabilities of Indigenous

tourism operators.

Work with ATEC, government and

Indigenous Business Australia through

the various joint forums to input into

programs and policy for Indigenous

tourism product development,

mentoring and support.


and Indigenous

Tourism Group

Dec 2016 Level of engagement with

other agencies.

Opportunities

ACTION RESPONSIBILITY TIMELINE MEASURABLETARGET


OpportunitiesKEY RECONCILIATION RESULT AREA


RationaleTourism Australia has a role to play in leading by example in giving Indigenous people access to employment opportunities within the tourism industry. Tourism Australia’s Sydney team will actively seek to employ Indigenous people and has a target of 5% by 2014/15.

The achievement of this objective will require research and investigation into programs and opportunities that provide a solid base for Indigenous employment, rather than short term solutions.

Focus AreaTo employ, develop and promote Indigenous people and identify mentoring opportunities for young Indigenous people interested in joining the tourism industry.



Targeted recruitment to maximise

opportunities for Indigenous people to

work in Tourism Australia.

People and Culture Dec 2016 Indigenous candidates

encouraged to apply.

Available positions publicised

in Indigenous media.

5% Indigenous employment

by 2014/15.

Research suitable graduate or work

experience programs to determine

opportunities for Tourism Australia

participation.

People and Culture Dec 2016 One external program

identified.

Include promotion of the Tourism

Australia Student Volunteer Program

(targeting final year university

students studying specific degree

areas) to Indigenous media such

as the Koori Mail and the National

Indigenous Times and appropriate

universities.

People and Culture Dec 2016 Promote student volunteer

program in Indigenous

media and universities.

A student cadetship place to be

developed for an Indigenous student

interested in working in the tourism

industry to work with Tourism

Australia each year.

People and Culture Dec 2016 One Indigenous cadet

working with Tourism

Australia each year.

Support and encourage Indigenous

businesses to engage with Tourism

Australia for all work where a service is

provided and not just Indigenous.

Finance and all Tourism

Australia teams involved in

procurement of services

Dec 2016 Procurement team are

aware of and promote the

Commonwealth Indigenous

procurement policy

exemptions: http://www.

aimsc.org.au/resources/

Exemption_for_Indigenous_

Businesses

Tourism Australia teams

to include AIMSC when

procuring for services

http://www.aimsc.org.au/

Opportunities


Tracking and Reporting


RationaleTourism Australia’s People and Culture team will have responsibility for the implementation and coordination of the plan, with the participation of the business areas identified and the Reconciliation Action Plan Committee. All Tourism Australia staff will be engaged in the delivery of this Reconciliation Action Plan to ensure wholistic outcomes across the entire organisation.

Regular reporting will be undertaken to the Executive Leadership Team and Board of Tourism Australia.

Tourism Australia’s Reconciliation Action Plan will be subject to annual review.

Focus AreaTrack and report on achievements against the Reconciliation Action Plan.



Add reporting on actions identified

in this Reconciliation Action Plan

into Tourism Australia’s annual

reporting and integrate it into Tourism

Australia’s corporate KPI’s.

People and Culture Annual Reporting

to Dec 2016

Report annually.

Implementation of Tourism Australia’s

Reconciliation Action Plan will be

managed by Tourism Australia, People

and Culture and supported by Corporate

Communications, Industry Development

and the RAP Working Group.


People and Culture


RAP Working Group

Dec 2016 RAP Working Group to

meet quarterly.

Tourism Australia will complete

an annual report on progress and

will refresh the Tourism Australia

Reconciliation Action Plan in

2015/16. This will be submitted to

Reconciliation Australia.

People and Culture 2015/16 Reconciliation Action Plan

to be refreshed.

Form a Reconciliation Action Plan

working group, which meets quarterly

(prior to the Tourism Australia Board

Meeting) and reports to the Board on

progress against the Reconciliation

Action Plan targets.

People and Culture Quarterly to

Dec 2016

Board report presented

to four Board meetings

annually.

RAP Working Group including

Indigenous employees to

form and meet quarterly.

Industry Development will include

Reconciliation Action Plan updates

at Indigenous Tourism Group meetings.

Industry Development Quarterly to

Dec 2016

Update presented to three

Indigenous Tourism Group

meetings annually.

Tourism Australia will maintain the

Reconciliation Action Plan documents

and update reports on the Tourism

Australia Corporate Site with links

from the i-Net.

Corporate Communications Dec 2016 Links live upon approval

of updated Reconciliation

Action Plan.

Report achievements challenges and

learnings to Reconciliation Australia

for inclusion in the annual RAP Impact

Measurement Report.

People and Culture Annually to

Dec 2016

Complete and submit the

RAP Impact Measurement

Questionaire to

Reconciliation Australia

each year.

Tracking and Reporting

Documents

Tourism Australia...social media, familiarisations, media hosting, online, advertising, marketing campaigns, and trade events. Industry Development and Indigenous Tourism Group Global