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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
6 Tourism Australia Reconciliation Action Plan | 2014 - 2016
Tourism Australia Reconciliation Action Plan | 2014 - 2016 7
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
8 Tourism Australia Reconciliation Action Plan | 2014 - 2016
RelationshipsKEY RECONCILIATION RESULT AREA
Tourism Australia Reconciliation Action Plan | 2014 - 2016 9
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.
10 Tourism Australia Reconciliation Action Plan | 2014 - 2016
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
Industry Development
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.
Industry Development
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.
Industry Development
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.
Industry Development
IMHP
Annually to
Dec 2016
All media and trade activity
at Aboriginal and Torres Strait
Islander sites will have complied
with correct guidelines.
Relationships
Tourism Australia Reconciliation Action Plan | 2014 - 2016 11
RelationshipsKEY RECONCILIATION RESULT AREA
12 Tourism Australia Reconciliation Action Plan | 2014 - 2016
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.
Tourism Australia Reconciliation Action Plan | 2013 - 2015 13
ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET
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.
Corporate Communications
Industry Development
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.
Industry Development
Global Insights
Corporate Communications
Tourism Research Australia
Dec 2016 A demand-focused
research project identifying
perceptions, expectations,
key drivers and motivators
of emerging markets
distributed to stakeholders.
Relationships
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RespectKEY RECONCILIATION RESULT AREA
Tourism Australia Reconciliation Action Plan | 2014 - 2016 15
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.
16 Tourism Australia Reconciliation Action Plan | 2014 - 2016
ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET
Ongoing communications to all
staff supporting reconciliation,
cultural diversity and internal ‘good
news’ stories.
Corporate Communications
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
Corporate Communications
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
Corporate Communications
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.
Corporate Communications
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
Industry Development
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
Corporate Communications
Annually to
Dec 2016
80% of staff (who have not
attended previously) to have
successfully completed
cultural awareness training
or viewed online.
Respect
Tourism Australia Reconciliation Action Plan | 2014 - 2016 17
RespectKEY RECONCILIATION RESULT AREA
18 Tourism Australia Reconciliation Action Plan | 2014 - 2016
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.
Tourism Australia Reconciliation Action Plan | 2014 - 2016 19
ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET
Ensure appropriate acknowledgement
of all Indigenous artwork, stories, sites,
traditional knowledge and photos in
Tourism Australia publications.
Industry Development
Corporate Communications
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
20 Tourism Australia Reconciliation Action Plan | 2014 - 2016
OpportunitiesKEY RECONCILIATION RESULT AREA
Tourism Australia Reconciliation Action Plan | 2014 - 2016 21
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.
22 Tourism Australia Reconciliation Action Plan | 2014 - 2016
ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET
Through the ITCP and the Indigenous
Tourism Group, encourage increased
access to appropriate training and
development initiatives for potential
and existing Indigenous tourism
operators.
Industry Development
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.
Industry Development
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.
Industry Development
and Indigenous
Tourism Group
Dec 2016 Level of engagement with
other agencies.
Opportunities
ACTION RESPONSIBILITY TIMELINE MEASURABLETARGET
Tourism Australia Reconciliation Action Plan | 2014 - 2016 23
OpportunitiesKEY RECONCILIATION RESULT AREA
24 Tourism Australia Reconciliation Action Plan | 2014 - 2016
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.
Tourism Australia Reconciliation Action Plan | 2014 - 2016 25
ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET
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
26 Tourism Australia Reconciliation Action Plan | 2013 - 2015
Tracking and Reporting
Tourism Australia Reconciliation Action Plan | 2014 - 2016 27
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.
28 Tourism Australia Reconciliation Action Plan | 2014 - 2016
ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET
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.
Corporate Communications
People and Culture
Industry Development
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