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Western Australian Indigenous Tourism Operators Council (WAITOC):
Eco Tourism Conference 2016Aboriginal Tourism Robert Taylor – WAITOC, CEO
WAITOC – who we are• WA’s peak industry body representing over 100 Aboriginal Tourism
businesses• Formed in 2000 (incorporated in 2002)
Tania DonovanChairpersonExp Perth Rep
Dale TilbrookVice ChairpersonWA State Rep
Doc ReynoldsTreasurerAGO Rep
Darren CapewellACC Rep
Josh WhitelandASW Rep
Pat ChanningWA State Rep
Clinton WalkerANW Rep
Neville PoelinaWA State Rep
Glen MeschCo-Opted Rep
Marie RedmanCo-Opted Rep
WAITOC – who we areMeet our Staff
Robert TaylorCEO Perth
Di BelowMarketing Manager Perth
Elizabeth JackProduct Development Manager NW
Angelique FransenProduct Development Manager SW
Status of Aboriginal Tourism • White Stars TA Champions
Status of Aboriginal Tourism • White Stars TA Champions• Blue stars are WAITOC Members
WAITOC – what we do• Advocate on behalf of our industry sector and
provide a communications conduit• Business and product development • Deliver the Aboriginal Tourism Development
Program • Market the Export and Market ready
businesses• Deliver the Australian Indigenous Tourism
Conference
ADVOCACY
• (TWA) Tourism Western Australia• (DRD) Department of Regional Development• (TCWA) Tourism Council of Western Australia• (DPAW) Department of Parks and Wildlife• (CIAWA) Caravan Industry Association WA• (ATEC) Australian Tourism Export Council• (RTO) Regional Tourism Organisations• (VC) Visitors Centres• (RACWA) Royal Automobile Club WA• (FACET)Forum Advocating Cultural & Eco
Tourism• (TIRG) Tourism Industry Reference Group• (PCB) Perth Convention Bureau• Land and Sea Councils• Development Commissions• Local Government Organisations• Local Tourism Organisations
Larrikia Declaration
The principles of the Larrakia Declaration• Respect the customary law and lore, land and water, traditional cultural
expressions, cultural heritage that will underpin all tourism decisions.• Indigenous culture and the land and waters on which it is based, will be protected
and promoted through well managed tourism practices and appropriate interpretation
• Indigenous peoples will determine the extent and nature and organisational arrangements for their participation in tourism and that governments and multilateral agencies will support the empowerment of indigenous people.
• That governments have a duty to consult and accommodate indigenous peoples before undertaking decisions on public policy and programs designed to foster the development of indigenous tourism.
• The tourism industry will respect indigenous intellectual property rights, cultures and traditional practices, the need for sustainable and equitable business partnerships and the proper care of the environment and communities that support them.
• That equitable partnerships between the tourism industry and indigenous people will include the sharing of cultural awareness and skills development which support the well-being of communities and enable enhancement of individual livelihoods.
The Approach to develop Aboriginal Tourism
• Aboriginal Tourism Development Program (Marketing Deliverable)
Export Ready Businesses
• Aboriginal Tourism Development Program (Business Development Deliverable)
Market Ready Businesses
• Aboriginal Tourism Development Program (Business Development Deliverable)
Emerging/Start-up Businesses
ATDP – Business Development Program
ObjectiveWork with 17-20 Aboriginal Tourism Businesses in the Kimberley and broader southern regions to support the growth of sustainable Aboriginal tourism experiences
Financial Investment$800,000 per year for 4 years ($500K to be delivered in activities)
DeliverablesSecure Participation MOU Map & Gap Annual Action Plans Implementation Measure outcomes
ATDP – Marketing Activities
Objective
To promote WA’s suite of extraordinary Aboriginal tourism
experiences
Financial Investment
$250,000* per year for 4 years ($160K to be delivered in
activities)
*Plus leveraged member/partner contributions
Deliverables
Implementation of annual Marketing Plan including delivery
of prescribed activities
Demonstrating increased packaging of Export Ready
products
ATDP - Kimberley Businesses
• Narlijia Cultural Tours (West Kimberley, Broome)• Bundy's Cultural Tours (West Kimberley, Dampier
Peninsula)• Wandjina Tours (Remote coastal Kimberley,
Freshwater Cove)• My Country Tours (West Kimberley)• Bungoolee Tours (Central Kimberley, Tunnel Creek
National Park.)• Imintji Aboriginal Corporation (Central Kimberley)• Baulu-Wah Aboriginal Corporation (East
Kimberley, Violet Valley)• Luridgii Enterprises (East Kimberley, Glen Hill
Station)• Waringarri Aboriginal Arts (East Kimberley,
Kununurra)• Mimbi Aboriginal Corporation (Central Kimberley)
ATDP – Southern Businesses
• Ngalang Wongi Aboriginal Cultural Tours (Bunbury)• Cape Cultural Tours (Dunsborough)• Roelands Village (near Collie)• Poornarti Aboriginal Tours (Denmark/Albany)• Murray Districts Aboriginal Corporation (Pinjarra)• Njaki Njaki Aboriginal Cultural Tours (Merredin)• Nyoongah Rangers Tours (Narrogin)• George Walley Enterprises (Peel Region)• Lance Chad Aboriginal Artison (Peel Region)
ATDP – Marketing Activities
Perth Caravan & Camping Show
50,000 visitors
New stand design
Opportunities for Members:
to attend
to distribute brochures
Member Promotion:
Maps, Movies
Advertising
TV & Radio interviews
(during the show)
ATDP – Marketing Activities
Perth Caravan & Camping Show
15 WAITOC members attended
5 radio interviews – 6ix Perth
4 TV interviews – networkTen & 1HD
‘What’s up Downunder’
Print Advertising – RAC Camping
Show guide, Have-a-Go News
600 maps were distributed +
Individual member brochures
Non stop film features
(loop of 20 businesses)
ATDP – Marketing Activities
Perth Caravan & Camping Show
Free editorial Stories
Opening of Imintji Campground
On the Gibb River Road
ATDP – Marketing Activities
Perth Caravan & Camping Show
ATDP – Marketing Activities
Media & PR
Adverts + free editorial
Sunday Times Feature Series
Wilderness Kimberley
Broome & The Dampier Peninsula
The Pilbara
Shark Bay
Celebrate WA
The Senior (Kimberley Feature)
Touring Australia Magazine
‘Our Country is Waiting for You”
Kimberley Coastlines Map
The West
ATDP – Marketing Activities
Media & PR
Broome VC Coop
3 – 1 fund ratio
35,000 print run
Design consistency
State wide distribution at VCs
Additional print-run (concertina flyers)
ATDP – Marketing Activities
Media & PR - TV
Channel 9 Today Show – 1 full program
Bundy, Brian Lee, Jimmy Andrews (Sep.15)
Surfing the Menu – Capes (Sep. 15)
Channel 7 Today Tonight – Brian Lee (Oct. 15)
SBS – Rene Redzepi’s Southwest Journey – Josh
WA Weekender – Josh and Troy
tbc Channel 7 Sunrise TV – Home Valley Station +
Interview with Ted Hall – 3 hr screening Waringarri arts
NITV – Kriol Kitchen – 10 episodes in a variety of
regions: Kimberley, Pilbara, Shark Bay, Goldfields,
Wheatbelt, Margaret River
ATDP – Marketing Activities
Media & PR - Sean Scott Photo Shoot
10 locations/businesses:
Bunbury, Margaret River, Denmark,
Shark Bay, Karratha, Broome,
Tunnel Creek, Gibb River Road
Kununurra
Estimated value per business
$20,000 (royalty free images
+ social media)
ATDP – Marketing ActivitiesFamils
Post ATE – Best of Travel Group (Germany/Central Europe)
Self-Drive Savannah Way: Kununurra (Waringarri Arts tbc),
Home Valley Station, Imintji, Bungoolee, Uptuyu
VJP Media - 6 European Journalists NT/WA Indigenous Experience
focussed: Kooljaman, Bundy, Brian Lee, Wandjina tours, Narlijia
US Media - Self-drive Windjana Gorge, Tunnel Creek, Imintji
Ad hoc - Individual journalists e.g. Sunday Times Shark Bay
ATDP – Marketing ActivitiesWebsite & Social Media
over 9000+ FB fans
8000 monthly website visits
Member opportunities:
Facebook posts, photos, films
rotating cover photos
Website business listings
feature stories, films
activities calendar
newsletter items
Youtube – films
ATDP – Marketing Activities
ATE 2016
90 appointments
17 Export Ready Products
Product News and Info stationery
USB gifts with 16 film sequences
WE ARE INDIGENOUS TOURISM ON COUNTRY
7/12/2016
WE ARE INDIGENOUS TOURISM ON COUNTRY
7/12/2016
The Gaps & How Can We Fill Them• Perth The Gateway To WA• WA Regional Areas Unfunded• Base Line Funding• Aboriginal Tourism Research
Come and Join The Excitement of Aboriginal Tourism
Come and Join The Excitement of Aboriginal Tourism