The NT government aims to become the leader in Aboriginal tourism

It is a $218m market that grows year on year. Read why it could be one of the Territory’s most sustainable markets here.

NATSIAA awards night 2022. Picture: (A)manda Parkinson

Aboriginal tourism visitors contribute about $218m to the Territory economy each year and the market is only expected to get stronger as the NT government strives for a $40bn economy by 2030.

Distinctive Aboriginal cultural tourism experiences is a priority area of the Territory’s Tourism Industry Strategy 2030 that sets the direction of tourism in the Territory for the next 10 years.

The plan sets an ambitious target of attracting between 2.51 million and 3.03 million visitors, accounting for between $3.01bn and $3.67bn in total expenditure by 2030.

The ‘Culture is closer than you think’ campaign was launched Australia-wide earlier this year targeting holidaymakers who have an interest in Aboriginal culture.

The NT government aims to become the leader in the Aboriginal tourism sector by promoting the Territory as the premier destination for Aboriginal tourism experiences.

It is the custodians of Country that hold the key to our future as the leader in Aboriginal tourism.

More than 20 years ago, Yolngu leaders first invited Australians to their sacred Gulkula site in Northeast Arnhem Land, it was the birth of Garma Festival.

Since then, prime ministers, industry leaders and the next generation have borne witness to the cultural exchange that exists between Yolngu and Balanda (a non-Indigenous person).

Carried on the Lungurrma (winds), visitors spend four days walking in two worlds.

Yothu Yindi Foundation chairman and Gumatj Elder Galarrwuy Yunupingu wrote that Garma Festival is a place for voices to be heard; a place where saltwater and freshwater meet.

Prime Minister Anthony Albanese and Galarrwuy Yunupingu during the Garma Festival 2022 at Gulkula. Picture: Tamati Smith/Getty Images

“I have great grandchildren now. They are my little fathers and mothers and they call me son,” he wrote.

“Isn’t that something if you think about it! It is the renewal that is built into our system.”

This exchange is the basis of the Northern Territory’s $213m domestic Aboriginal tourism economy – a cyclic sharing through Country, Dreamtime and Lore that invites people to listen to and walk softly on the lands we all share.

“Historically Australians have not found Indigenous matters to be palatable, but Garma has consistently, and now successfully created a positive, dare we say stunningly beautiful model representing Indigenous culture,” Garma Festival director Denise Bowden said.

“We’ve been waiting for the rest of Australia to wake up and see the unique position that exists if you’re prepared to cast off the shackles of poverty, racism and deficit mentality.”

Ms Bowden said the Northern Territory Aboriginal Land Rights Act uniquely positioned First Nations’ people to create and own their future, particularly with town leasing providing an economically viable way to return profits to the community.

“It’s completely in our hands, within reach,” she said.

“Our advice is to assume the position to which your community sees as advantageous … trust in your ability, and draw people around you with the same mentality to achieve your vision.”

Garma injects $30m into the Territory economy and attracts large scale investment from Qantas, Rio Tinto and Telstra.

The national appetite for First Nations knowledge and culture is replicated across various festivals and arts events, including the National Aboriginal Torres Strait Islander Arts Awards, which is now the richest art prize in Australia.

From August until January more than 65,000 visitors will travel to Darwin’s Museum and Art Gallery of the Northern Territory to immerse themselves in First Nations’ artwork and stories.

In addition, Parks Australia said 180,000 people visited Kakadu and Uluru-Kata Tjuta National Parks before the Covid pandemic hit, contributing more than $320m to the Territory economy.

Arts, Culture and Heritage Minister Chansey Paech said the Territory’s oldest living culture attracted global investment from overseas markets.

“The growing intrigue in Aboriginal arts and culture has created a valuable and viable market supported by local, national and international visitors; with the domestic market alone contributing $218 million to our economy, annually,’ Mr Paech said.

“Our plans to support Aboriginal arts and culture through a range of programs, such as our $100 million Arts Trail, establish the Northern Territory as the premier destination for authentic Aboriginal art, culture and tourism experiences.”

In its fourth year, Parrtjima attracted 13,349 visitors to Alice Springs this year including 7000 from interstate.

The First Nations’ light art festival contributed $14.7m in total expenditure to the Territory economy, of which 81 per cent was new money.

Mr Paech said strengthening and showcasing Aboriginal arts and culture were core components of the Northern Territory’s tourism offering and contribute significantly towards our strategy for a $40 billion economy by 2030.