Tropical North Queensland’s unique Aboriginal and Torres Strait Islander art will be the symbol of a new Indigenous brand for the destination.
Tourism Tropical North Queensland (TTNQ) Chief Executive Officer Alex de Waal called on local Indigenous artists to submit their design ideas for the brand which will position Tropical North Queensland as Australia’s best place to experience authentic Indigenous culture.
“Typically, travellers in Australia associate Indigenous Australian culture and the opportunity to explore it with the Northern Territory more than with Queensland,” he said.
“We want people to visit Tropical North Queensland for Indigenous cultural experiences as well as the well-established reef and rainforest stories that currently drive visitation.
“The time is right for this effort as it will tap into the shifting mentality of tourists who are becoming travellers looking for richer, authentic experiences of the people and culture of the places they visit.
“Our dual World Heritage areas of the Great Barrier Reef and the Wet Tropics rainforest are closely entwined with the world’s oldest living Indigenous culture offering visitors the opportunity to deepen their connection with the world.
“Tropical North Queensland currently has a mix of authentic Indigenous tourism experiences where travellers can interact with Indigenous people and learn more about their culture.
“In addition, this destination is the only region with two distinct Indigenous cultures, the Aboriginal and Torres Strait Islander people.
“TTNQ has been working with our Indigenous tourism members and Tourism and Events Queensland to better leverage the region’s Indigenous tourism potential by developing a TNQ Indigenous tourism positioning brand.”
The group includes Active Tropics Explorer, Adventure North – The Bama Way, the Cairns Indigenous Art Fair (CIAF), Daintree Discovery Centre, Daintree Eco Lodge & Spa, Djunbundji Ltd, Down Under Tours, Flames of the Forest, Gab Titui Cultural Centre, Guurbi Tours, Ingan Tours, Janbal Gallery, Mossman Gorge Centre, Pandanus Gallery, Rainforestation Nature Park’s Pamagirri Experience, Skyrail Rainforest Cableway, Tjapukai, Savannah Way Ltd and Walkabout Cultural Adventures.
Ingan Tours Managing Director Sonya Jeffrey said an Indigenous tourism positioning brand would encourage other small Indigenous tourism businesses to develop in TNQ.
“It is difficult for owner-operated tours to promote themselves as the work is very hands-on, so we need to work together as a collective to show the world what a rich cultural experience this region offers,” she said.
“Tourism enables Traditional Owners to save their culture by sharing it with other people and it gives them an opportunity create their own businesses.
“This is also an opportunity for Tropical North Queensland to own the destination’s Indigenous culture and be proud of it by sharing and supporting it.”
The TNQ Indigenous tourism positioning brand is a not-for-profit initiative to enable Indigenous communities to benefit from a greater focus on Indigenous tourism in Tropical North Queensland.
The design elements of the art selected will be submitted to a creative agency to develop a logo, dinkus and tag line for TTNQ Indigenous tourism operators to use in conjunction with the marketing of the Tropical North Queensland destination and their individual tourism products and experiences. It will also be used by TTNQ and TEQ.
Artists whose work is incorporated into the TNQ Indigenous Brand will be formally recognised by TTNQ and all related media publicity regarding the development of the TNQ Indigenous brand. All submissions are made on a pro-bono basis and will not attract any form of financial reward.
Submissions must be received no later than 5pm Monday October 31 to [email protected].