New Report Launches Roadmap for First Nations China Tourism Readiness

It was a beautiful day at Kaarta Garup /Kaarta Koomba /Kings Park to launch a new report, calling for investment in First Nations China tourism readiness.

Officially launched by Senator The Hon Nita Green, Assistant Minister for Pacific Island Affairs, Assistant Minister for Tourism and Assistant Minister for Northern Australia, the research report was supported through the National Foundation for Australia-China Relations (NFACR) 澳中基金会, partnered by WAITOC and Edith Cowan University.

We were also honoured to be joined by the Hon Samantha Rowe MLC, Parliamentary Secretary to the Premier of Western Australia and Minister for Tourism, Trade and Investment, along with other distinguished guests including Patrick Gorman MP the Assistant Minister to the Prime Minister, members of the Australian Senate, representatives of the consular corps, and a broad cross-section of leaders from the First Nations tourism sector, government, tourism, business and the Australia-China community.

China remains Australia’s highest-value international tourism market, generating $9.8 billion from 892,000 visits in the year to June 2025 and accounting for 26% of total international visitor spending. Despite this, only around 13 per cent of Chinese visitors currently participate in an Indigenous or First Nations tourism experience, demonstrating the scale of this untapped market. Even modest growth in engagement could translate into millions of dollars in additional visitor expenditure over time.

The report is honest about the barriers and the findings matter because they give us a practical roadmap. They point to the need for stronger marketing, better resources and deeper partnerships between operators, distributors, researchers, governments and communities.

It is vital that industry associations continue to work together to build market opportunities, including with China, and must be led by First Nations people, grounded in cultural authority, and built on genuine partnerships.

WAITOC CEO Robert Taylor said:
"I encourage you to read the report and share it with others in your networks who have an interest in First Nations tourism, international tourism, China or Australia's future visitor economy.

Today’s launch marks the completion of the research phase, but for the sector it is really the beginning of the next stage. We now want to work with governments, industry and First Nations tourism operators to turn this roadmap into practical action and build a stronger national First Nations tourism offering for the international market."

Ancient Cultures Meet report
https://lnkd.in/g_9JVSMc

Launch speech by Senator Nita Green
https://lnkd.in/gy2gcsNB

Ancient Cultures Meet introductory video
https://lnkd.in/gtTdEAtj