New face for indigenous tourism in Arnhem Land
The Yolngu people of Australia’s Northern Territory have unveiled a new brand identity and a blueprint for their economic future as part of a long-term vision for tourism in Arnhem Land.
Under the umbrella of the Lirrwi Yolngu Tourism Aboriginal Corporation, more than 20 different Yolngu communities have united behind a plan to create a tourism industry that will foster economic independence, strengthen cultural traditions and help boost Australia’s tourism profile internationally.
Conceived by Yolngu artists and community leaders, the brand is founded in traditional symbolism and invites visitors to experience ‘Adventures in Culture’.
"We have a vision to develop as many as 50 new Indigenous-owned businesses that will employ up to 1000 Yolngu people in Arnhem Land by 2032," said Lirrwi Tourism chairman, Djawa ‘Timmy’ Burarrwanga.
Lirrwi Tourism’s new brand identity is showcased on a new website, www.lirrwitourism.com.au, which acts as a gateway to tourism in Arnhem Land and its Yolngu communities.
The Yolngu Tourism Masterplan has been developed with the help of former Australian Tourist Commission (Tourism Australia) managing director John Morse, who said Arnhem Land had the potential to become Australia’s next great tourism icon.
"It will never be a mass tourism destination, but it has the potential to be a very high-value destination that helps define Australia internationally and contribute a great deal to our national identity," Morse said.
Lirrwi is preparing to operate regular tours to multiple homelands and specialist tours for women.
These will operate from the fourth quarter of 2014.
Ian Jarrett
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