Australia’s top resort successfully launches new indigenous brand image, achieving global sales success

Uluru is often ranked among the world’s top 50 famous attractions and is Australia’s only dual World Heritage Site for both culture and nature. Ayers Rock Resort is the only lodging option for visitors to Uluru. Even so, the resort offers five types of accommodations, including the Desert Gardens Hotel, Desert Lodge Hotel, Emu Walk Apartments, Outback Pioneer Hotel & Lodge, and Ayers Rock Campground, as well as the ultra-luxurious East 131 Luxury Tented Camp. These options cater to both backpackers and luxury travelers.

Shane Silvester, Executive General Manager of Sales and Marketing at Indigenous Tourism Australia (Voyages Indigenous Tourism), stated that the resort’s mission is to use profits to support local development and provide Aboriginal training and job opportunities. Feedback from guests in post-stay questionnaires expressed a desire to learn about Aboriginal culture and experience traditional Aboriginal life, which led to the design concept of the new logo incorporating Aboriginal elements. In addition to the logo, the resort offers numerous free activities related to Aboriginal culture, including children’s Aboriginal art classes, bush survival skill sessions, Aboriginal art markets, didgeridoo performances, Aboriginal dance, and spear and boomerang throwing.

The Australian travel and resort group that operates Uluru Resort also has two other Aboriginal-related products. One is the Mossman Gorge Centre, located 77 kilometers north of Cairns in Queensland. For every visitor to Mossman Gorge, the Dreamtime Walk guided by Aboriginal hosts is a must-do experience, as this land is owned by the Aboriginal people and generally not open to the public. The Dreamtime represents the Aboriginal understanding of creation, and the Dreamtime Walk is a magical journey led by the traditional owners, the Kuku Yalanji people. The other is Home Valley Station in the East Kimberley region of Western Australia, where scenes of the Nicole Kidman movie Australia were filmed. This working cattle station offers visitors a unique Australian experience and a variety of accommodation options. Ayers Rock Resort has successfully marketed itself to the world by combining the iconic tourist attraction of Uluru with Aboriginal culture—a model worth learning from. For more details, visit: www.uluruayersrockresort.com.cn.

● Extended Reading: Luxury Aboriginal Experience – Ayers Rock Resort Invests 1.2 Billion in Renovation

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