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THE EXPERT on Aboriginal Tourism:
Q & A with Mr. Ian Menzies

This month we are launching a new column, THE EXPERT, in which we will showcase the knowledge and talent of our Expert Members that form the backbone of the club by volunteering free advice to members and visitors of ECOCLUB.com on their topic of expertise.

Mr. Ian Menzies, Managing Director of Menzies & Associates Pty Ltd, kindly accepted our invitation to him as our most senior Expert to launch this column by giving us his expert views on his specialty, Aboriginal Tourism. Mr. Menzies has over forty years practical, hands-on experience in tourism development, marketing and training in senior management or as an owner/operator and is also an accomplished academic teacher and author in tourism. He has 18 years experience as an owner/operator of 4WD private charter tour company - Australian Wilderness Expeditions and an experienced marine wilderness photographer. Destination Darwin, a company he founded, was nationally recognised in 1992 when it was the first tour operator in Australia to receive the Federal Government’s prestigious Export Access Award for its success in inbound tourism, particularly the Japanese market. In 1995 Mr. Menzies established The Wilderness Tour Guide and 4WD Training School, the only nationally accredited specialist school of its type. The school focused on the full-time training of Aboriginal tour guides at Certificate III level and received national recognition through two appearances on the ABC 7.30 Report. Mr Menzies has undertaken over 50 projects and consultancies in tourism development, marketing and operations, including the development of the award-winning Seven Spirit Bay Wilderness Lodge, yachting charters and Aboriginal tourism operations, extensive research and reports on rural and remote area tourism. Mr. Menzies has been a keynote speaker at PATA conferences internationally and at many National Ecotourism Conferences in Australia. He is a former National Board Member of the Ecotourism Association of Australia. In June 2000 Ian “retired” from full-time employment and now chooses those projects and consultancies where he feels his skills and experience can benefit rural and regional communities.

Q. You have a long and distinguished international career working for sustainable tourism. If you were to choose the most satisfying moment of that career to repeat, which one would it be?

A. There have been a number of highlights in my career in tourism, one of which would have to be the day we opened Seven Spirit Bay Wilderness Lodge on April 1, 1990 after three and a half years of intensive negotiation, planning and construction.

Six of us had a dream that, with the help of Sydney and Melbourne based investors, we translated into an AUD$9.6 million eco-lodge on one of the most remote coastlines in the world. Located in Coral Bay, on the north west coast of Arnhem Land in Australia's Northern Territory, Seven Spirit Bay is built on land leased from the local Aboriginal people in Garig Gunak Baru (Gurig) National Park.

At that time the only access to Seven Spirit was by sea using 1,200 ton barges. You can imagine how difficult it was to ship in all the construction materials, accommodate and cater for up to 60 on-site construction workers and yet still maintain the sustainability of the environment. Yet we did it. Today Seven Spirit Bay stands as proud testimony to sustainable eco-construction in a remote and pristine environment

Behind the scenes however, it was an entirely different matter. From March 1997 until October 1990, I compiled a complete photographic record of the construction of Seven Spirit Bay and have retained all the documents relating to its development. One day the true story will be told.

Though we are no longer connected with Seven Spirit Bay, we saw our dream become reality. That is the ultimate reward.

Q. We have come across the expression "Aboriginal tourism product" in some Australian government practical guides and fact sheets. Do you see anything wrong with this expression?

A. No. I don't. Aboriginal means "the original people" and in this context relates specifically to the original inhabitants of Australia.

The term was developed by the Australian Tourist Commission to identify products that offered a true experience of Aboriginal culture and lifestyle. It is essentially a marketing term that is working well. In many respects, it is no different from using the term "ecotourism".

Aboriginal tourism operators now have their own State and National organisations and now regularly profile their products around the world.

The development of Aboriginal tourism product has followed a long and difficult course and I am proud to have been (and still am) an active participant in that development process.

Q. Some allege that foreign visitors to Australia are more interested in experiencing Aboriginal culture than domestic tourists, is that so?

A. I would agree. Despite attempts at "reconciliation" between Aboriginal Australians and non-Aboriginal Australians and its best efforts to lift the image and acceptability of the Aboriginal people in the eyes of "white Australians", there are many who only pay lip service to the concept. For many, the 60,000 years of Aboriginal culture in our land is merely acknowledged and not recognised. It will take many generations to change this attitude.

The lack of interest by Australians in Aboriginal culture and tourism product is borne out by statistics supplied the Bureau of Tourism Research in Canberra from their National and International Visitor Surveys. The differences are astounding.

The statistics are based on a summation of activities undertaken by both Australian and international visitors and relate to two particular sets of activities:

· Experience Aboriginals art, craft and cultural displays, and · Visit an Aboriginal site or community.

A summation of overnight trips taken by Australians in 2001 indicated that 459,000 overnight trips involved participation in Aboriginal tourism activities. This is only 0.61% of the total trips taken.

Though international visitor statistics are for 2000 and cannot therefore be correlated directly, they at least give an insight into the interest shown in Aboriginal culture by those international visitors.

The numbers of international visitors who experienced the two activities relating to Aboriginal culture were 709,253 visitors or 17.4% of the total international visitors.

The differences do not surprise me for many Australians have little regard for Aboriginal culture.

The historical records speak for themselves. Australian white women were allowed to vote in the elections for the Australian Parliament in 1903. Australian Aboriginal people were not given the vote or recognised as full citizens until 1967. In fact they were not even counted in the national census until that date.

It was not until June 1992 that the High Court of Australia nullified the doctrine of terra nullius (Latin for empty land), and recognised Aboriginal people of Australia as the first inhabitants and that they may still have common law "native title" over land not already lost by valid acts of government.

But attitudes are changing. We are one of the most multi-cultural nations on earth and as our nation grows we are beginning to recognise the importance of Aboriginal culture and the part it has played in the development of our cultural identity.

Q. How powerful is the role of the Aboriginal elders in deciding whether tourism, and what type of tourism should develop in Aboriginal areas?

A. After we had won the right to develop Seven Spirit Bay, I can recall sitting on the cliffs overlooking the bay with "Tiger" Williams, one of the traditional owners. I said to him how fortunate it was that we had chosen this piece of land to build our resort.

Tiger turned to me and said, "Ian, you did not choose this land, the land chose you".

I have never forgotten those words, for they express the intense connection that Aboriginal people have with their land. In turn, Aboriginal people also respect those who attempt to understand their culture and the importance of "country".

Aboriginal people regard themselves as custodians of the land, "their country", and the environment that surrounds them. It is this respect for and connection with the land that dominates Aboriginal culture. And it is the elders of the tribe who make the decisions as to how their connection with the land and the culture of their people will be preserved and protected.

That is why it is so important that any developer or tour operator seeking to access Aboriginal lands needs to spend time with the traditional custodians to understand this connection. Whether the applicant is Aboriginal or non-Aboriginal, patience and respect are essential ingredients in the negotiation process for decisions are not made quickly or lightly.

Conversely, should an operator "do the wrong thing" and trust is abuse or they show lack of respect for Aboriginal culture and its traditions, the reaction is swift and sure. Operators have been banned and their campsites dismantled within hours.

Respect for Aboriginal culture, traditions and lifestyle is paramount. Let's face it, their culture has outlasted all of our so-called "civilisations".

Q. How successful have Aboriginal tourism ventures been in relation to both profitability and sustainability? What is in your view the most successful case and what were the ingredients for its success?

A. Aboriginal tourism ventures are unique in that they usually develop only within the bounds of an Aboriginal community or on their "tribal" lands. They tend to offer a destinational experiences based on Aboriginal heritage, culture and lifestyle rather than extended multi-destination touring options.

Over the years I have been involved in a number of Aboriginal tourism ventures. They range from the development of regional Aboriginal tourism strategies, such as the West McDonnells in Central Australia, to long term personal involvement in a highly successful Aboriginal tourism venture in north west Arnhem Land.

Their success depends largely on the attitude of the local community and the levels of access they permit, the determination of a motivated individual or family to succeed and the guidance of a mentor who understands Aboriginal culture and lifestyle.

From 1990 to 1996 I undertook a self-funded research project that focused on the importance of mentoring in the development of Aboriginal tourism ventures.

I soon came to realise that as a white Australian I could not hope to quickly absorb and understand Aboriginal culture and its intricate traditions that stretch back over 60,000 years. It would take time and the development of a trusting and personal relationship.

Conversely, how could I expect my Aboriginal friends to quickly understand the complexities of the highly competitive commercial environment of the tourism industry.

It is a huge learning curve for both our cultures. This is where the process of mentoring is so important. But it must be a two way street that is based on mutual trust and respect and that does not come overnight.

I believe that mentors need to have wide-ranging qualities, including:

· a high level of respect for the traditions and culture of Aboriginal people; · be prepared to learn about any differing traditional values of the local community and its culture; · understand the importance of the connection with their land and country; · discover who are the decision makers within the community and work with them to realise their aspirations; · offer guidance and advice within the framework of those aspirations and Aboriginal culture; · be patient, nothing happens quickly; · do not allow artificiality to creep into the cultural experience being offered; · carefully assess the level of interaction that the community will tolerate; · have extensive experience and an understanding of the tourism industry as a practitioner, not as an academic or a bureaucrat; · monitor the impacts of tourism on the community and reduce those impacts so that they do not degrade the culture; · ensure that any tourism activity does not interfere with traditional activities and ceremonies; · allow the community to decide the direction and development of their enterprise; · be aware that the level of commitment we expect to the tourism industry may not necessarily match that of the community; · remember that any successes are theirs, not yours; · know when to let go.

The above are by no means exhaustive for each experience with an Aboriginal community will vary and the mentor must be prepared to quickly adapt to the variations in traditions and culture that may occur in different communities. These are but brief guidelines.

My most rewarding personal experience was with the owners of an Aboriginal tour operation in north west Arnhem Land. An Aboriginal couple came to me in 1989 and said they had acquired access to a large area of the Aboriginal reserve known as Arnhem Land, about 1,000 square kilometres, and would I like to visit their country and see what it had to offer.

I did so and was absolutely amazed, for amongst its ancient sandstone outliers and adjacent wetlands were some of the most splendid and prolific rock art and traditional burials to be found anywhere in the world.

The outcome was that we formed a joint venture for the first two years of its operation. We called it Umorrduk Aboriginal Safaris Arnhem Land (Umorrduk being the language of that tribal group).

The Aboriginal couple providing the tented safari-style camp and the local cultural experience, while I agreed to undertake all the marketing and operate the air charters and ground tours into this remote destination.

Over the next two years I spent weeks on the ground exploring the country, photographing the art, developing touring experiences and appropriate commentary, cooking meals and even repairing roads that had been washed out during the wet season. The Aboriginal operator Brian Rooke and I built up a very close and personal relationship based on mutual respect that continues to this day, even though I have not been involved in his operation for over five years.

Problems arose after about three years however, when the Aboriginal couple had reached a high level of professionalism in their operation and an understanding of the tourism industry. They were now quite capable of running their own show.

For me this was a very traumatic period, for this Aboriginal tourism venture, though one of several in which I was involved, was so stimulating (I even had my own tent out at the safari camp) and had become so successful because of our partnership, that it had become "my baby". It was my flagship product and I found it very difficult to let go. Our relationship became very strained and at times, quite hostile.

Over time we were able to clarify our relationship. I took a backward step and became their primary wholesaler and we remained friends.

This mentoring experience taught me some very valuable lessons and made me realise that no matter how close one comes to the product and its Aboriginal operators, it is their land and their tourism venture and that the mentor must recognise when it is time to let go.

Thirteen years later Umorrduk Aboriginal Safaris Arnhem Land has become one of the most successful small Aboriginal tourism ventures in Australia. It has a small fleet of modern 4WD vehicles, a permanent safari camp and now packages air and ground tours in the Top End of the Northern Territory.

The owner/operator Brian Rooke is now also offering tours into Tasmania under the name Brookes Tours, as he is a direct descendant of the original Aboriginal people from that island. Brian is now well known on the international tourism circuit where he attends most of the annual trade shows to promote his product range.

Q. Australia is considered as a pioneering country in terms of national ecotourism certification schemes. How has Australia tackled the eternal problem of the conflict of interest between certifier and certified, is there an independent authority checking certification with surprise checks and even retracting certificates?

A. I was a member of the National Executive of the Ecotourism Association of Australia (EAA) when the National Ecotourism Accreditation Program (NEAP) was being developed and was involved in some of the discussions.

At that time I expressed my concern, and am still concerned, that the NEAP scheme is based on sets of criteria and quality control mechanisms that are self-checked by the operator.

I felt that the credibility of any accreditation scheme would be called into question if there were not a wholly independent body that undertook an "on the ground" assessment of the operator's performance prior to accreditation being granted.

The most credible accreditation system of which I am aware is the "star rating" system used for accommodation facilities that has been implemented by most international motoring organisations. Before any property is given a rating, it has to meet very strict sets of criteria and is thoroughly inspected by the representatives of the motoring organisation. The credibility of the rating system is therefore guaranteed.

This, I believe, is how NEAP should operate with regular follow-up inspections. It would be expensive, but necessary to maintain the credibility of the program.

The "star rating" system is effective because the certifiers are not integral to the industry they are certifying. They and their members are the users of the product, but do not own the product.

Any organisation that is "self-regulating", despite the fact that it may appoint an "independent" regulator and panel, may expect to have the effectiveness of its self-regulation questioned. This is particularly so where the fees charged for accreditation assist in the maintenance of the financial viability of the certifying organisation.

In some respects, NEAP has been used to promote and market ecotourism in Australia, rather than control the quality of the product and whether or not it really does meet acceptable international standards for sustainability.

Nevertheless, there are many ecotourism products and operators in Australia that make every endeavour to meet the standards set and do offer a quality ecotourism experiences while maintaining the sustainability of the environment in which they operate.

On the other hand there are also operators, whose reputation in the market for the delivery of quality eco-experiences and their personal track record for abiding by the criteria for sustainability, is such that participation in NEAP will do little to enhance their operation. They have chosen not to participate.

My 4WD charter company, Australian Wilderness Expeditions operated successfully for many years without NEAP accreditation. I neither sought nor needed such accreditation.

We should never forget that for many in the tourism industry, the term "ecotourism" or "nature based tourism" have become marketing buzzwords. They have become hooks on which to hang their product lines. The question is, just how strong and reliable are those hooks?

Q. A general question: Ecotourism for some also involves social and political criteria, how can a certification body ever measure those criteria?

A. It goes even further than ecological, social and political criteria, it should also assess the economic sustainability of the operations.

Too often have we seen apparently sound ecotour operations "go to the wall" because they have failed to ensure their economic stability and sustainability.

Most ecotour operations, particular in Australia, stem from an individual's love of "the bush" and their desire to share it with others. In many cases they have little understanding of small business practices, the tourism industry, itinerary planning and costing, commissions and the tourism product distribution system.

Just like Aboriginal tourism operators, they also need mentoring from someone with long term and practical experience in the industry.

Economic sustainability is therefore just as important as ecological, social and political criteria. But how does one measure social and political issues?

There appears to have been very little research undertaken on the positive and negative impacts of ecotourism on the social infrastructure of host communities, mainly because ecotourism as a niche market is still relatively new in the tourism industry.

That's a question I will leave to a later interview!!!

Click here to contact Mr. Ian Menzies or visit http://www.tourcom.info