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Western Australian Indigenous Tourism Operators Council (WAITOC): Eco Tourism Conference 2016 Aboriginal Tourism Robert Taylor WAITOC, CEO

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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