Chinese tourists turning their backs on South Australia's indigenous experiences

ONLY 6 per cent of Chinese tourists to Australia are putting indigenous experiences "top of mind'' when heading Down Under, research has found.

Culture call to lure Chinese visitors

CHINESE travellers represent a growth market for Australian tourism but only six per cent put indigenous experiences "top of mind'' when visiting Down Under, research has found.

South Australia is home to significant Aboriginal sites, such as in the Flinders Ranges, but is not doing enough to encourage interest among high-spending Asian travellers.

A report prepared for Indigenous Business Australia and released early this year found Chinese travellers cited a lack of promotion, safety and comfort concerns and language barriers as reasons not to explore indigenous culture, sites or activities.

Instead, most wanted to visit the beach or Queensland's Great Barrier Reef.

Tour operators and liaisons for inbound Chinese travellers told researchers from the University of Queensland and Griffith University that they should focus on offering interactive experiences and familiar comforts to encourage more Asian visitors to seek out indigenous experiences such as cultural shows, bush tucker and other tours with indigenous guides or story telling and rock painting, with opportunities for tourists to try their hand at activities.

TELL US: What more could SA do to attract high-spending tourists from Asia?

The SA Tourism Commission employed an indigenous adviser until a restructure in 2008 and does not currently employ any indigenous staff.

A spokeswoman said the commission's focus was on helping operators develop new experiences "to capitalise on South Australia's strengths as a tourism destination for numerous markets''.

Adjahdura man Quenten Agius, who runs Aboriginal Cultural Tours on the Yorke Peninsula, said he had received help promoting his business through Tourism Australia but he would like to see the SATC indigenous adviser position reinstated.

"A lot of people just look at Aboriginal tourism as just in Central Australia,'' he said. "More focus does really need to go on other areas.''

In the year to March, 24,000 Chinese tourists visited SA, making up 7 per cent of all visitors to the state and placing the Asian giant fifth among countries sending people to SA.

Chinese visitors accounted for 17 per cent of visitor nights or 1.79 million.

They spent $124 million over that period, eclipsing the second-placed UK travellers who added $73 million to the economy.

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Tourism Minister Leon Bignell said SA's indigenous tourism offerings included the Coorong Wilderness Lodge, Tjatu Gallery in the state's far north and the National Aboriginal Cultural Institute, Tandanya, in the city.

Mr Bignell said demand for indigenous art and culture was growing around the world and the government would "continue to explore new ways of incorporating these indigenous attractions'' into its marketing.

Opposition tourism spokesman David Ridgway said SA should promote its most unique indigenous experiences.

"If you're trying to compete with architecture or parks they might be nice - but every other city has that too,'' he said.