Big Red Group partners with Welcome to Country to make Australia’s Aboriginal & Torres Strait Islander experiences more accessible

Partnership will help empower First Nations communities, support local businesses, and foster a deeper understanding of First Nations culture

October 3, 2024: Big Red Group has partnered with not-for-profit Welcome to Country to increase access to Aboriginal and Torres Strait Islander experiences and support First Nations operators.

Launched in conjunction with the tenth annual ‘Indigenous Business Month’, the partnership aims to better connect domestic and international visitors with authentic cultural experiences, with 48 Aboriginal experiences now available to book through the RedBalloon website with more to come.

The unique collection of experiences – including guided tours, storytelling sessions, and hands-on workshops highlighting traditional art forms – will not only enable visitors to immerse themselves in Australia’s rich First Nations culture, but also support Aboriginal and Torres Strait Islander businesses to grow through e-commerce.

With research showing that approximately 80 percent of international visitors would like an Aboriginal tourism experience on their holiday in Australia, yet only 20 percent making bookings with First Nations operators – the partnership will strive to ensure that tourism benefits are equitably shared with First Nations communities and allow Big Red Group to provide visitors with more culture-rich and unique experiences. 

David Anderson, co-founder and CEO of Big Red Group, said:

“We’re delighted to kick-off Indigenous Business Month by announcing our partnership with Welcome to Country. Offering ‘stories over stuff’ is a key mission of ours at Big Red Group – and we’re thrilled to be making stories from the world’s oldest continuous culture more accessible to Australia’s domestic and international visitors. 

“By offering these experiences through RedBalloon, and with plans to expand the range to Experience Oz this month, we can play a part in supporting the economic empowerment of Aboriginal and Torres Strait Islander businesses – which has lasting benefits for the wider communities around them.”  

Desmond Campbell, CEO of Welcome to Country, added: 

“This partnership is an exciting opportunity to showcase the rich cultural heritage of First Nations people.  We are excited to collaborate with Big Red Group, so we can extend our audience and provide more people with the chance to engage with our stories and traditions. 

For every $1 spent with First Nations businesses, there’s a social return of $4.41—so your dollar truly works four times harder when you choose to support these businesses. Supporting First Nations businesses means you’re supporting keeping the world’s oldest continued cultures and languages alive. 

Through this collaboration, we aim to continue to support First Nations communities, preserve cultural heritage, and promote sustainable tourism.”

For additional information about the Aboriginal experiences now available through RedBalloon, visit here.