Tourism Australia. Reconciliation Action Plan

Transcription

1 Tourism Australia Reconciliation Action Plan

2 An important part of the Australian experience includes sharing one of the world s most ancient living cultures, best expressed through art, storytelling, dance, music and the land itself...

3 I am delighted to present the new Tourism Australia Reconciliation Action Plan for 2014 to Tourism Australia s updated Reconciliation Action Plan (RAP) reaffirms our commitment to strong and productive relationships with Indigenous peoples to contribute meaningfully to Closing the Gap. The Reconciliation Action Plan has been developed to reach Reconciliation Australia s Stretch RAP level, which focuses on longer-term strategies and defined targets and goals. Tourism Australia is the first Commonwealth Government Agency to commit to a Reconciliation Action Plan at this level. The activities we have committed to in our Reconciliation Action Plan will continue to engage all staff and partners in acknowledging the importance of the Australian Indigenous experience in campaigns, programs and activities. Tourism Australia s core program included in this RAP is the Indigenous Tourism Champions Program (ITCP). The ITCP is now entering its fourth year and has successfully engaged Indigenous tourism operators, enabling them to participate in key Tourism Australia programs, whilst also forging a strong support network amongst the Champions. The ITCP has set up a solid framework to increase awareness and improve perceptions of the quality and diversity of the Indigenous tourism experiences that are offered in Australia. An important part of the Australian experience includes sharing one of the world s most ancient living cultures, best expressed through art, storytelling, dance, music and the land itself. For our target audience this means learning about traditional Indigenous practices as well as contemporary interpretations. It is our intention that the sharing of these stories is honest and respectful. Tourism Australia is committed to this Reconciliation Action Plan and is dedicated to continuing to implement the identified actions to improve reconciliation outcomes. We look forward to working closely and building strong relationships with Indigenous peoples as part of our Reconciliation Action Plan journey. Geoff Dixon Chairman

4 Our Vision for Reconciliation Tourism Australia is committed to reconciliation between Indigenous peoples and the wider Australian community. We believe that sustained effort and enduring commitment by governments, business and the community can support improvement in the lives and livelihood of Indigenous peoples and communities. Australia s national identity is enhanced by Indigenous history, culture and heritage. We believe tourism is a powerful force in building and supporting new creative, cultural, economic and social opportunities for Indigenous communities across the country. We are committed to assisting First Nations people to share their stories and experiences with the world and believe that we have a unique responsibility to promote Indigenous culture globally through our promotion and marketing of Australia as a destination. We are committed to encouraging the full participation of Indigenous peoples, corporations and communities in tourism and related industries. We want to foster relationships built on the principles of respect, growing trust and understanding, dialogue, learning, sharing and reciprocity. Tourism Australia s vision for reconciliation includes working in a way that supports, promotes and markets Indigenous tourism experiences and cultures to international and domestic visitors in ways that value their unique contribution to our nation s identity. 4 Tourism Australia Reconciliation Action Plan

5 Our Business Tourism Australia s vision is to stimulate sustainable international demand for Australian tourism experiences through industry leadership and coordination. Tourism Australia has 215 staff, 120 of whom are based in Australia. Tourism Australia is Australia s national tourism organisation funded by the Australian Government with the aim of maximising tourism visitor spend within Australia and ensuring that spend is dispersed throughout Australia, delivering real economic benefits to regional Australia as well as our major cities. In pursuing these objectives, Tourism Australia has the goal of building Australia s market share of targeted travellers through increasing demand for Australian tourism experiences, including Indigenous tourism experiences. Through our global network, Tourism Australia continues to develop a deep understanding of the market and our customers around the world. This is supported by insights, research and statistics provided to the tourism industry by Tourism Research Australia. These statistics aim to assist the industry in the development of marketing plans and in making informed business decisions. More information on Tourism Australia is available at the Tourism Australia corporate website at Australia has the goal of building Australia s market share of targeted travellers through increasing demand for Australian tourism experiences, including Indigenous tourism experiences. Tourism Australia Reconciliation Action Plan

6 6 Tourism Australia Reconciliation Action Plan

7 Our Reconciliation Action Plan Within the Reconciliation Action Plan framework, the actions of Tourism Australia will focus on the three core areas: Relationships, Respect and Opportunities. The Reconciliation Action Plan has been developed in consultation with internal and external stakeholders, all of whom have expertise in Indigenous tourism and Indigenous program development. Networks built through the ITCP have facilitated opportunities for Indigenous tourism operators to develop their capacity, grow their knowledge of the tourism industry and undertake better business practices. These capacity-building activities are crucial to building successful long-term economic development for Indigenous operators. Our role in the tourism industry offers specific opportunities to utilise our networks, knowledge and experience in the following areas: KEY RECONCILIATION RESULT AREA Relationships > > To increase awareness of Indigenous tourism experiences and cultures across the tourism distribution network and via direct consumer channels. > > To raise the profile of Indigenous tourism across government agencies Respect > > To raise the awareness and recognition of the aspirations, cultures and achievements of Indigenous Australians amongst Tourism Australia staff. > > To develop and strengthen our relationships with Indigenous stakeholders and the communities they represent. Opportunities > > To support and encourage programs that build the capacity of Indigenous tourism operators within the tourism industry > > To employ, develop and promote Indigenous peoples and identify mentoring opportunities for their young people interested in joining the tourism industry. Enquiries: General Manager, People and Culture, Tourism Australia Telephone: hr@tourism.australia.com Office: Level 29, 420 George St, Sydney 2000 Postal address: GPO 2721, Sydney NSW 1006 Australia Consumer: australia.com twitter.com/australia facebook.com/seeaustralia Corporate: tourism.australia.com twitter.com/tourismaus Tourism Australia Reconciliation Action Plan

8 KEY RECONCILIATION RESULT AREA Relationships 8 Tourism Australia Reconciliation Action Plan

9 Focus Area To stimulate increased demand by improving trade and consumer awareness and perceptions of the quality and diversity of Indigenous tourism experiences. Rationale Indigenous tourism experiences are one of the seven key Australian experiences which are currently being used as the pillars of the Australian Experiences Strategy, which underpins Brand Australia. The Industry Development team work closely with all sectors in the tourism industry and have an extensive network of Operators, Industry Associations and government bodies that are consulted on aspects of promotion, marketing and industry development. Respectful relationships with Indigenous peoples and organisations are important, and our ability to represent them appropriately depends on the quality of our personal and professional relationships. Tourism Australia Reconciliation Action Plan

10 Relationships ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET Increase integration of Indigenous tourism experiences into Tourism Industry Development and Indigenous Tourism Group Australia s programs including advocacy, Global PR / Social Media social media, familiarisations, media and Advocacy hosting, online, advertising, marketing campaigns, and trade events. Consumer Marketing Trade Events Information on Indigenous experiences readily available on the Tourism Australia corporate site and australia.com Increase Indigenous tourism experiences in marketing activities. Use social media such as Facebook and YouTube to promote Indigenous festivals and events. Integrate Indigenous tourism experiences where possible in media familiarisations and trade events. Integrate content from the Indigenous tourism trade website into Tourism Australia s corporate website. Maintain up to date information and produce regular news feeds. Corporate Communications Industry Development Jan 2014 New Indigenous tourism content integrated into Tourism Australia s corporate website. Make available free of charge new imagery or vignettes showcasing the diversity of Indigenous tourism product through Tourism Australia s Image Library and/or trade website. Industry Development New Indigenous tourism images and/or vignettes added to image library and/or trade website Increase the knowledge of members of the Aussie Specialist Program (targeting 23,500 registered travel agents) and wholesalers in how to promote and sell Indigenous experiences and incorporate them into itineraries. Industry Development International (Regional Teams) Enhance Indigenous training module for Aussie Specialist Program and link to new Indigenous trade website. Increase participation of Indigenous tourism businesses in mainstream tourism events, trade shows and media events. Industry Development Trade Events Annually to Indigenous operator representation at two or more trade events or trade networking initiatives. Work with ATEC to identify what Indigenous Product is currently included in the programs of identified trade partners and work to increase participation. Improve trade awareness of Indigenous experiences by preparing collateral for trade training and undertaking an Indigenous experiences trade training program with selected trade partners. Industry Development Audit completed and Indigenous tourism participation increased. Industry Development Trade training undertaken with 10 or more key trade. Tourism Australia will meet obligations to comply with permits, and any conditional access to sites. Industry Development IMHP Annually to All media and trade activity at Aboriginal and Torres Strait Islander sites will have complied with correct guidelines. 10 Tourism Australia Reconciliation Action Plan

11 KEY RECONCILIATION RESULT AREA Relationships Tourism Australia Reconciliation Action Plan

12 Focus Area To raise the profile of Indigenous tourism across government agencies. Rationale Wide consultation and collaboration is facilitated through co-chairing The Indigenous Tourism Group. Through the updated Tourism 2020, the working group focuses on ways to increase the quality and quantity of Australia s Indigenous tourism product offering, and the participation of Indigenous Australians in the tourism industry. The purpose of this forum is to identify, discuss and collaborate on projects which improve awareness, demand and perceptions of Indigenous tourism experiences, whilst also supporting the development and growth of sustainable Indigenous tourism businesses which can meet the needs of consumers and industry. The Indigenous Tourism Group was formed in 2013 combining the former Indigenous Tourism Working Group and the Indigenous Tourism Government Forum. The working group includes government and industry representatives for Indigenous Tourism development and marketing. Tourism Australia also actively supports and sponsors Indigenous tourism conferences such as the Australian Indigenous Tourism Conference and the Pacific Asia Indigenous Tourism Conference which bring together industry and government to further the interests of Indigenous tourism. 12 Tourism Australia Reconciliation Action Plan

13 Relationships ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET The RAP working group, including at least 2 Aboriginal and Torres Strait Islander members, will continue to actively monitor RAP development, including whether actions are being implemented and progress is being tracked and reported. RAP working group Report back December 2014, 2015 and 2016 Meet quarterly to monitor progress on the actions in the RAP. Encourage all areas of Tourism Australia to provide input into RAP activities. Work cooperatively with key stakeholders as well as all of the state and federal agencies involved with Indigenous tourism through attendance at meetings of the Indigenous Tourism Group. Industry Development Annually to 3 meetings per year Work with State and Territory Tourism Organisations, Department of Resources, Energy and Tourism and Indigenous Business Australia to improve the effectiveness of the ITCP to increase the awareness of the Indigenous tourism industry and ensure the sustainable development of the industry. Attend meetings to participate in guiding the implementation of initiatives identified in the Tourism 2020 Strategy. Industry Development 3 meetings per year Provide advice to the Minister for Tourism and other relevant Ministers on Indigenous tourism issues. Corporate Communications Industry Development Tourism Australia Executive Provide information and advice to government on issues relating to Indigenous tourism. Make results of all Indigenous market research and its interpretation available to all agencies with Indigenous tourism programs and assist in its application to such programs. Industry Development Global Insights Corporate Communications Tourism Research Australia A demand-focused research project identifying perceptions, expectations, key drivers and motivators of emerging markets distributed to stakeholders. Tourism Australia Reconciliation Action Plan

14 KEY RECONCILIATION RESULT AREA Respect 14 Tourism Australia Reconciliation Action Plan

15 Focus Area To raise the awareness and recognition of the aspirations, culture and achievements of Indigenous Australians amongst Tourism Australia staff. Rationale Tourism Australia is a diverse, global organisation with a workforce of approximately 220 people located in 13 countries. Global headquarters are based in Sydney, Australia. Incorporating respect for Indigenous peoples, cultures and histories into our organisational culture and our core business activities contributes to greater understanding and makes good business sense. Tourism Australia Reconciliation Action Plan

16 Respect ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET Ongoing communications to all staff supporting reconciliation, cultural diversity and internal good news stories. Corporate Communications People and Culture RAP Working Group Minimum one Indigenous tourism good news story per quarter on i-net News Desk. Information including link to Reconciliation Australia website on i-net Intranet. RAP Working Group to provide quarterly update on progress of RAP to staff. Appropriate information regarding Tourism Australia s commitment to reconciliation to be reviewed and updated annually and included in the New Starter Orientation Kit. People and Culture Corporate Communications Annually to RAP reviewed annually and included in orientation kits. Write up cultural awareness fact sheet and include in induction pack, ensure all new employees read and understand cultural awareness information. Distribute sheet to existing staff. People and Culture Corporate Communications Dec 2014 Cultural awareness information included in all new induction training and distributed to all staff. Continue to promote events that celebrate Indigenous activities such as National Reconciliation and NAIDOC Weeks, new high profile dance performances, festivals and events. Corporate Communications Consumer Marketing Annually to Identify and promote at least 4 signature events and/or festivals annually. Ensure that appropriate Tourism Australia events include a Welcome to Country and/or proper Acknowledgement of Traditional Owners. Tourism Australia All Industry Development 100% compliance at appropriate meetings and events. Conduct Indigenous cultural awareness training sessions across all Tourism Australia business units annually for attendance by all new staff (who have not attended previously). People and Culture Corporate Communications Annually to 80% of staff (who have not attended previously) to have successfully completed cultural awareness training or viewed online. 16 Tourism Australia Reconciliation Action Plan

17 KEY RECONCILIATION RESULT AREA Respect Tourism Australia Reconciliation Action Plan

18 Focus Area To develop and strengthen our relationships with Indigenous stakeholders and the communities they represent and engender respect in Indigenous cultural heritage. Rationale Australia s Indigenous people have an enormously diverse and complex culture that traces its roots back at least 50,000 years one of the longest of any society on the planet. Community values, traditions, family and connection to the land is especially important to Indigenous people and this is reflected in the way that they interact with visitors and conduct their tourism businesses. A commitment to respecting Indigenous culture will result in opportunities to experience and learn about this fascinating way of life, culture and customs still practiced today and pride in our cultural heritage will be reinforced. 18 Tourism Australia Reconciliation Action Plan

19 Respect ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET Ensure appropriate acknowledgement of all Indigenous artwork, stories, sites, traditional knowledge and photos in Tourism Australia publications. Industry Development Corporate Communications All artwork and photos acknowledged appropriately. Provide links through to third party information on Welcome to Country and acknowledgement protocols. Encourage Associate Members of the ITCP to provide appropriate recognition of traditional Indigenous ownership, identification of Indigenous staff and other Indigenous recognition to allow greater appreciation by visitors of Indigenous presence. Support Aboriginal and Torres Strait Islander employees as they engage with their culture and community. Industry Development Dec 2014 Links provided on Tourism Australia Aboriginal trade website. Industry Development Dec 2014 Communications distributed to all Associate Members of the ITCP. People and Culture Support Aboriginal and Torres Strait Islander staff members to participate in events in the local community. Tourism Australia Reconciliation Action Plan

20 Focus Area KEY RECONCILIATION RESULT AREA Opportunities Rationale 20 Tourism Australia Reconciliation Action Plan

21 Focus Area To work with our partners to help them build the capacity of Indigenous tourism operators within the tourism industry. Rationale Tourism is already recognised as an important vehicle for the preservation and promotion of Indigenous culture and there are many other avenues and opportunities for worthwhile involvement in tourism. There are opportunities to develop knowledge about general business management and specifically about the running of a tourism business and the nature of the tourism industry to increase the level of success and business sustainability of Indigenous tourism operators. Whilst Tourism Australia does not deliver these types of business and mentoring programs, it can offer leadership and advice in ensuring that available programs best meet the needs of Indigenous tourism operators. The Indigenous Tourism Group and the ITCP provides opportunities for Tourism Australia to guide and influence State Tourism Organisations and other government agencies that are directly responsible for undertaking capacity building activities. Creating opportunities that increase employment of Indigenous peoples and their involvement in the tourism industry is an important aspect of our organisation s contribution to closing the gap and reflecting industry diversity. Tourism Australia Reconciliation Action Plan

22 Opportunities ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET Through the ITCP and the Indigenous Tourism Group, encourage increased access to appropriate training and development initiatives for potential and existing Indigenous tourism operators. Industry Development and Indigenous Tourism Group Annually to Participation in 3 Indigenous Tourism Group meetings per year. Identify and promote successful examples of Indigenous tourism involvement, as well as the reasons for their success as role models for other potential Indigenous tourism businesses or employees. Industry Development and Indigenous Tourism Group Promote the successes of the Indigenous Tourism Champions through internal and external channels such as the Trade Website and I-Net. Encourage a whole of government approach to using the ITCP as a vehicle to direct support in building the skills and capabilities of Indigenous tourism operators. Industry Development and Indigenous Tourism Group Level of engagement with other agencies. Work with ATEC, government and Indigenous Business Australia through the various joint forums to input into programs and policy for Indigenous tourism product development, mentoring and support. 22 Tourism Australia Reconciliation Action Plan

23 KEY RECONCILIATION RESULT AREA Opportunities ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET Tourism Australia Reconciliation Action Plan

24 Focus Area To employ, develop and promote Indigenous people and identify mentoring opportunities for young Indigenous people interested in joining the tourism industry. Rationale Tourism Australia has a role to play in leading by example in giving Indigenous people access to employment opportunities within the tourism industry. Tourism Australia s Sydney team will actively seek to employ Indigenous people and has a target of 5% by 2014/15. The achievement of this objective will require research and investigation into programs and opportunities that provide a solid base for Indigenous employment, rather than short term solutions. 24 Tourism Australia Reconciliation Action Plan

25 Opportunities ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET Targeted recruitment to maximise opportunities for Indigenous people to work in Tourism Australia. People and Culture Indigenous candidates encouraged to apply. Available positions publicised in Indigenous media. 5% Indigenous employment by 2014/15. Research suitable graduate or work experience programs to determine opportunities for Tourism Australia participation. Include promotion of the Tourism Australia Student Volunteer Program (targeting final year university students studying specific degree areas) to Indigenous media such as the Koori Mail and the National Indigenous Times and appropriate universities. A student cadetship place to be developed for an Indigenous student interested in working in the tourism industry to work with Tourism Australia each year. People and Culture One external program identified. People and Culture Promote student volunteer program in Indigenous media and universities. People and Culture One Indigenous cadet working with Tourism Australia each year. Support and encourage Indigenous businesses to engage with Tourism Australia for all work where a service is provided and not just Indigenous. Finance and all Tourism Australia teams involved in procurement of services Procurement team are aware of and promote the Commonwealth Indigenous procurement policy exemptions: aimsc.org.au/resources/ Exemption_for_Indigenous_ Businesses Tourism Australia teams to include AIMSC when procuring for services Tourism Australia Reconciliation Action Plan

26 Tracking and Reporting 26 Tourism Australia Reconciliation Action Plan

27 Focus Area Track and report on achievements against the Reconciliation Action Plan. Rationale Tourism Australia s People and Culture team will have responsibility for the implementation and coordination of the plan, with the participation of the business areas identified and the Reconciliation Action Plan Committee. All Tourism Australia staff will be engaged in the delivery of this Reconciliation Action Plan to ensure wholistic outcomes across the entire organisation. Regular reporting will be undertaken to the Executive Leadership Team and Board of Tourism Australia. Tourism Australia s Reconciliation Action Plan will be subject to annual review. Tourism Australia Reconciliation Action Plan

28 Tracking and Reporting ACTION RESPONSIBILITY TIMELINE MEASURABLE TARGET Add reporting on actions identified in this Reconciliation Action Plan into Tourism Australia s annual reporting and integrate it into Tourism Australia s corporate KPI s. People and Culture Annual Reporting to Report annually. Implementation of Tourism Australia s Reconciliation Action Plan will be managed by Tourism Australia, People and Culture and supported by Corporate Communications, Industry Development and the RAP Working Group. Corporate Communications People and Culture Industry Development RAP Working Group RAP Working Group to meet quarterly. Tourism Australia will complete an annual report on progress and will refresh the Tourism Australia Reconciliation Action Plan in 2015/16. This will be submitted to Reconciliation Australia. People and Culture 2015/16 Reconciliation Action Plan to be refreshed. Form a Reconciliation Action Plan working group, which meets quarterly (prior to the Tourism Australia Board Meeting) and reports to the Board on progress against the Reconciliation Action Plan targets. People and Culture Quarterly to Board report presented to four Board meetings annually. RAP Working Group including Indigenous employees to form and meet quarterly. Industry Development will include Reconciliation Action Plan updates at Indigenous Tourism Group meetings. Industry Development Quarterly to Update presented to three Indigenous Tourism Group meetings annually. Tourism Australia will maintain the Reconciliation Action Plan documents and update reports on the Tourism Australia Corporate Site with links from the i-net. Corporate Communications Links live upon approval of updated Reconciliation Action Plan. Report achievements challenges and learnings to Reconciliation Australia for inclusion in the annual RAP Impact Measurement Report. People and Culture Annually to Complete and submit the RAP Impact Measurement Questionaire to Reconciliation Australia each year. 28 Tourism Australia Reconciliation Action Plan

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