Experience marketplace Big Red Group has partnered with Welcome to Country, a non-profit organisation that helps First Nations entrepreneurs to monetise their cultural products and services through an online marketplace.

The collaboration aims to make Aboriginal and Torres Strait Islander tourism experiences more accessible to both domestic and international visitors. The partnership was launched in conjunction with the tenth annual ‘Indigenous Business Month’ in October.

Research indicates that while 80% of international visitors express interest in Aboriginal experiences during their trips to Australia, only 20% actually make bookings with First Nations operators. To address this gap, 48 experiences have been launched on the RedBalloon website, with more to follow. These experiences include guided tours, storytelling sessions, and hands-on workshops that highlight traditional art forms.

Co-founder and CEO of Big Red Group, David Anderson, 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.”

The partnership aims to ensure that tourism benefits are equitably shared with First Nations communities and allows Big Red Group to provide visitors with more culture-rich and unique experiences. Big Red Group operates an industry-leading platform, enabling the wholesale distribution of experiences through domestic and international partners, powering its renowned domestic marketplaces RedBalloon, Adrenaline, Experience Oz, and Everything NZ.

CEO of Welcome to Country, Desmond Campbell, said: “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.”