NT Aboriginal Cultural Tourism Framework

TRC Tourism was engaged by Tourism NT through the Northern Territory’s Department of Tourism and Hospitality to develop the NT Aboriginal Cultural Tourism Framework and Aboriginal Drive Market Toolkit. Through Aboriginal leadership and design, the Framework provides culturally focused guidelines and implementation assets aimed to build and strengthen the Aboriginal tourism sector. The Toolkit provides both ‘cultural way’ and ‘business way’ guidance to sustainably grow Aboriginal tourism products and experiences across the Northern Territory, in the right way. 

A key challenge was ensuring the Framework and Toolkit reflected both cultural integrity and commercial viability—a balance referred to as ‘Cultural Way’ and ‘Business Way.’ TRC Tourism led a collaborative approach, working closely with Victor Cooper of Ayal Aboriginal Tours Kakadu, Coolamon Creative and Indigenous Community Television (ICTV) to ensure the resources were culturally-led, informed, safe and meaningful. The Aboriginal design, storytelling and media creation ensured that the outputs were culturally appropriate, accessible and engaging for Aboriginal people.

The success of the project has been recognised nationally, with the NT Aboriginal Cultural Tourism Framework receiving the Northern Territory Planning Institute of Australia’s Planning with Country Award for Excellence. This award highlights the power of partnership and community-driven solutions in strengthening Aboriginal-led tourism, with the project now a finalist in the 2025 National Planning Awards. The Framework is currently being rolled out across the Northern Territory, providing Aboriginal people with clear pathways, practical tools and the confidence to lead their own tourism enterprises.

Key project learnings:

• Designing and supporting Aboriginal tourism businesses with resources that align cultural and commercial priorities.
• Encouraging respectful and collaborative partnerships between First Nations communities, industry and government so they can walk together and work together on the tourism journey.
• Promoting cultural tourism as a driver for culture, Country, community and economic wellbeing.
  
• Continuing the development of accessible and culturally appropriate tools to guide Aboriginal tourism operators.
  
• Embedding and leveraging the value of Aboriginal culture throughout all Northern Territory tourism priorities, strategies and industry sectors.
  

The NT Aboriginal Cultural Tourism Framework stands as a testament to the power of collaboration, respect and shared vision—ensuring that Aboriginal tourism continues to grow in a way that is both culturally and commercially sustainable.