How to Turn Indigenous Tourism Insights Into Bookings

DBS Learning
Oct 3
2 min read

Tourism Australia’s latest Indigenous Tourism Data & Insights report (late September 2025) highlights some powerful opportunities for operators. As someone who works with small business owners and travel professionals, I believe the key is turning data into action.

Here are the standout insights — and exactly what to do with them.

1. Focus on the Right Markets

Biggest markets: UK & Europe (21%), USA (16%), NZ (9%).
Fastest growing: South Korea (+222%), India (+108%), Singapore (+101%).

✅ Action Tip: Don’t spread your marketing too thin. Pick 1–2 core markets and create content that speaks directly to them.

2. Convert Interest Into Participation

63% of international visitors are interested in Indigenous tourism.
Only 16% actually book.

✅ Action Tip: Make the booking process simple. Use clear calls to action on social media, have an easy-to-navigate website, and accept mobile-friendly payments.

3. Address Barriers to Booking

Top concerns are:

Safety
Lack of awareness
Uncertainty on how to book

✅ Action Tip: Build trust through:

A professional website with reviews and clear tour details.
Female-led tours to attract the growing solo female travel market (71% of solo travellers are women, many over 55).
Social proof — share testimonials, photos, and short videos of real travellers enjoying your tours.

4. Tailor Social Media by Market

Each market values different things.

India – Highlight hospitality, safety, family experiences, and food.
Singapore – Emphasise convenience, luxury, and weekend getaways.
South Korea – Use Instagrammable visuals, short videos, and mobile booking links.
UK/USA – Focus on authentic storytelling around culture and history.

✅ Action Tip: Choose one market each month to spotlight on your socials. Rotate content so you’re building trust across multiple audiences.

5. Build Long-Term Credibility

Tourism is built on trust. Without it, bookings won’t happen.

✅ Action Tip: Invest in your digital presence — from websites to social media. Show that you’re professional, reliable, and ready for international travellers.

Final Thought

The demand is there. The challenge — and the opportunity — is in making it easy, safe, and inspiring for travellers to say yes.

If you’d like help building your marketing strategy, I run coaching and workshops tailored to Indigenous tourism operators, so you can grow with confidence.

Email: info@dbslearning.com or Call 0431 256 994 for a free 20 minute consultation.