New promo film seeks to overhaul image of indigenous tourism in Australia

Taking over a year to make, a new promotional film, Our Country Is Waiting For You, aims to change tourist preconceptions that indigenous experiences are remote, difficult to access and always and only mean visiting the bush. The film, by Brendan Fletcher and Warwick Thornton, premiered this week in Sydney.

However the film has also been criticised by some for being unrepresentative and lacking significant information to help visitors book.

In Brief
  • The film was commissioned and funded by Tourism Australia as it seeks to address years of decline in the number of overseas visitors seeking indigenous experiences.
  • over the last 12 months, just 14 per cent of international tourists took part in some form of Aboriginal cultural experience.
  • The film will be shown on international flights, at airports and in hotels.
In Depth
In the Future
Jeremy Smith
Jeremy Smith
Jeremy Smith is the editor and co-founder of Travindy. He is a writer and communications consultant working for a more responsible and sustainable tourism industry. He is the author of two books, writes a fortnightly blog on responsible tourism for World Travel Market, and provides consultancy to a wide range of companies and organisations, ranging from National Parks to individual hotels and tour operators.

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