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Victoria’s Aboriginal Tourism Development Strategy for 2013–2023 presents the plans for future developing and promoting attractions that tap into Victoria's Aboriginal history, cultural expression and diversity in both an urban context,and across regional Victoria. By 2023, Melbourne and regional Victoria will boast a growing Aboriginal tourism industry that showcases Victoria’s unique Aboriginal history, cultural expression and diversity to a global audience. Key stakeholders will continue to work together to provide a diverse and sustainable range of authentic, high quality products that are desirable to both the international and domestic markets.

Key Findings:

  • Aboriginal tourism travel is perceived to be closely tied to a region rather than the potential desire to discover local Aboriginal cultures throughout Australia. Survey participants struggled to name Aboriginal experiences in coastal or city regions. There is a perception that outback Australia is the home of Aboriginal experiences and that visitors are unlikely to look elsewhere for this type of holiday experience. The challenge for Victoria is that activities outside the outback experience will not be considered authentic.
  • Aboriginal Victorians have a unique connection with the land, its history and stories, which is an asset to Victoria and the tourism industry.
  • Aboriginal Victorians have the opportunity to participate further and benefit from the broader tourism industry through ownership of stand-alone businesses or by participating in joint ventures which offer unique Aboriginal experiences.
  • The association of Aboriginal tourism with an urban experience and for the State to be competitive in this area will require a consistent, long term approach to strategy implementation. Promoting Melbourne’s Aboriginal experiences will assist in building awareness of Aboriginal experiences beyond Melbourne and ultimately lead to increased regional visitation in the longer term.
  • Although it is important for Victoria to position its unique urban experiences as a point of difference, there is also the need to increase recognition of and develop Aboriginal tourism across the whole of Victoria. Regional Victoria has a rich Aboriginal history and culture, evidenced in destinations such as the Grampians, the Great Ocean Road, the Budj Bim Heritage Landscape and key points along the Murray River. Each region has a small and growing product offering that can be nurtured to enhance the consumer’s desire to both visit a region and undertake an Aboriginal experience.

Efforts to embed Aboriginal experiences and products in the broader tourism experience must involve and benefit Aboriginal Victorians.
Economic prosperity for Aboriginal Victorians is a critical outcome of this Strategy.

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