Beyond whiteness : a comparative analysis of representations of Aboriginality in tourism destination images in New South Wales, Australia

Following recent policy statements recognising the need to develop the Aboriginal tourism industry in New South Wales (NSW), Australia, this article examines the extent of Aboriginal peoples’ inclusion in, and contribution to, the destination images for four regional NSW tourism destinations. Taking the destination image for Lake Macquarie, a local government area with the second largest Aboriginal population in NSW, as a starting point, the paper examines how Aboriginal peoples and cultures are positioned in local tourism promotions. Finding that Aboriginal peoples, cultures and heritage are largely absent from the destination image for Lake Macquarie and that the tourist gaze that is encouraged there is one of whiteness, comparisons are then made with other regional tourism destinations in NSW with relatively high rates of Aboriginal tourism, including Brewarrina, the Blue Mountains and Shoalhaven. Aboriginal tourism in these areas appears to provide visitors with multiple ways of seeing and experiencing place. With contemporary as well as heritage linkages, Aboriginal culture is presented as traditional and living, dynamic and innovative. We argue that by incorporating Aboriginal perspectives, destinations can encourage a multiplicity of gazes, disrupting stereotypes and bringing tourism closer to its social development objectives.