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Australia’s top resort unveils new Indigenous brand image, achieving global success

Published: 2026-09-25 👁 100 views
Last updated 2026-09-25 — When the Desert Gardens Hotel under Ayers Rock Resort in Uluru, Australia, completed its renovation in October this year, the resort also launched a brand-new modern brand identity, with the overall branding primarily featuring contemporary Aboriginal elements. Like Taiwan, which also...

Text by Li Xinyi, MOOK Travel Life Network, reporting
 
When the Desert Gardens Hotel under Ayers Rock Resort in Uluru, Australia, completed its renovation in October this year, the resort also launched a brand-new modern brand identity, with the overall branding primarily featuring contemporary Aboriginal elements. Like Taiwan, which also boasts a precious and unique Indigenous culture, Australia is home to about 500,000 Indigenous people. Among them, Ayers Rock Resort can be said to have successfully integrated Indigenous features with tourism. Not only does it operate an Aboriginal Training Academy that offers training courses, but it also provides job opportunities. As of September this year, the resort has 169 Indigenous staff members, accounting for approximately 25% of the total workforce, with a goal of reaching 340 Indigenous employees by 2018.

East 131 Luxury Tented Camp is the ultimate accommodation experience when visiting Uluru. (Image courtesy / Courtesy of Voyages Hotels & Resorts)

Uluru is often selected as one of the world’s top 50 attractions and is also Australia’s only dual World Heritage site for both culture and nature. Ayers Rock Resort is the only accommodation option for visitors to Uluru. Even so, the resort includes five types of accommodations, such as the Desert Gardens Hotel, the Desert Lodge Hotel, the Emu Walk Apartments, the Outback Pioneer Hotel & Lodge, and the Ayers Rock Campground. There is also the ultra-luxurious East 131 Luxury Tented Camp, all of which cater to the needs of backpackers and luxury travelers alike.

Indigenous dance performance at Ayers Rock Resort. (Image courtesy / Courtesy of Voyages Hotels & Resorts)

Shane Silbery, 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 assist local development and provide Indigenous training and employment opportunities. Feedback from guests in resort surveys expressed a desire to learn about Australian Aboriginal culture and experience authentic Indigenous life, which led to the design concept of the new logo incorporating Indigenous elements. In addition to the logo, the resort offers numerous free activities related to Indigenous culture, including children’s Aboriginal art classes, bush survival skill sessions, Indigenous art markets, didgeridoo performances, Indigenous dancing, spear throwing, and boomerang throwing.

Visitors learn dot painting art from Indigenous people. (Image courtesy / Courtesy of Voyages Hotels & Resorts)

The Australian travel and tourism group that operates Uluru Resort also has two other Indigenous-related products. One is the Mossman Gorge Visitor Centre, located 77 kilometers north of Cairns in Queensland. For every visitor to Mossman Gorge, the Dreamtime Walk guided by Indigenous people is a must-do, as this land is owned by the Indigenous community and is generally not open to the public. The Dreamtime represents the Indigenous 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 from the Nicole Kidman movie Australia were filmed. This working cattle station offers visitors a unique Australian experience and a variety of accommodation options. Uluru Resort has successfully marketed itself globally by combining the famous tourist attraction of Uluru with Indigenous culture, serving as a great example. For more details, please visit: www.uluruayersrockresort.com.cn.

 

● Extended Reading: Luxurious Indigenous Experience – Ayers Rock Resort Renovated with $1.2 Billion Investment

http://goo.gl/WQYd9

Ayers Rock Resort offers five types of accommodations and the luxurious East 131 Luxury Tented Camp. (Image courtesy / Courtesy of Voyages Hotels & Resorts)

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