ANAHEIM, Calif. -- Many U.S. travelers are visiting Australia for
their second and third times and are looking to experience
authentic aboriginal culture, according to Jeff Sharp, director of
marketing at tour operator AAT Kings.
According to the Australian Tourist Commission (ATC), government
research backs up Sharp's assertion.
AAT Kings, a sister company to Trafalgar Tours, Insight
Vacations and Contiki Holidays, discovered this demand for
aboriginal culture through questionnaires sent out two years ago.
But until recently the company was not equipped to meet it.
To remedy that, the operator reached out to indigenous land
operators that could provide such experiences. AAT Kings settled on
20 aboriginal-owned companies as the core of a new program of
indigenous cultural experiences.
The new programs enable travelers to "learn from aboriginal
people themselves," said Sharp. "It's not just watching a dance
demonstration or listening to a didgeridoo performance."
The program consists of 20 packages provided by various
operators representing different aboriginal heritages. The plans
last two to six hours each and can be combined to suit the
customer.
At least one of the experiences is included in each of the
firm's escorted tours in Western Australia, Queensland and the
Northern Territory. Longer tours might include more.
Program participants can have hands-on experience with
basket-weaving techniques; learn creation stories and conservation
techniques; take lessons in spear-throwing or hunting techniques;
see traditional dwellings or rock art; or take a cruise down an
alligator-infested river.
The ATC supports the programs as part of its economic
development plan. The plans suit the ATC's purposes well because of
AAT Kings' partnerships with small operators throughout the
country.
"It's an opportunity for economic development in which the money
goes directly to the people," said Rachel Crowley, marketing
manager for the ATC.
The overseas marketing reach of Australia's largest tour
operator combined with the local firms' cultural expertise provides
a solution that has eluded the commission in the past.
"Now we've got something bookable," said Crowley. "We can talk
about cultural tourism to our heart's content, but if you can't
book it, it remains a pipe dream."
The operator's six-night Top End Spectacular, which includes a
Guluyambi cruise on East Alligator River and an excursion in Arnhem
Land, is priced from $1,035, land only, or $2,611 for land and
air.
AAT Kings maintains a base commission of 10% on air and
land.
For more information or reservations, call (800) 353-4525 or
visit the company's Web site, at www.aatkings.com.