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Tjapukai Aboriginal Cultural Park

How it began

Tjapukai

Tjapukai by night

In 1987 a cross-cultural group of entertainers created Australia's first Aboriginal dance theatre in the small village of Kuranda, near Cairns.

Operating out of a hastily renovated shopping centre basement, Tjapukai Dance Theatre offered a one hour musical comedy - the first ever opportunity for tourist visitors to experience and interact with the culture.

Driven by a demand from visitors to know more, to learn more, in 1996 Tjapukai moved into a 25 acre park at Smithfield, a 15 minutes drive from Cairns City.

They expanded into more theatres, more entertainment, and attracted more international and domestic visitors. The entire park was dedicated to preserving and presenting authentic Aboriginal Culture with the aid of the most modern technology.

Tjapukai today

Tjapukai

Tjapukai by day

Today Tjapukai is one of Australia's largest and most successful tourist attractions. Born of a need to portray the Tjapukai Aboriginal culture with dignity and pride it is a stunning theatrical and symbolic interpretation of a 40,000-year-old society. The experiences within the park portray the essence of life for the Tjapukai people - from the wondrous legends of the Dreamtime through to the present reality of today's Tjapukai people.

Recently Tjapukai launched its newest product ‘Tjapukai by Night' and now presents multiple shows and demonstrations in nine different arenas continuously from 9am till 10pm, seven days a week.

Distinctive difference

Tjapukai

Tjapukai by day

The park appeals to the public because it offers visitors so much. Not only do the number of general public visitors from around Australia and around the world prove Tjapukai's high Indigenous tourism values, but the tourism industry itself acknowledges the tremendous public appeal of the park and supports the business at all levels of the distribution chain from local retail tour desks to national inbound and international wholesalers.

Tjapukai is the largest Indigenous tourism commercial enterprise ever undertaken in Australia. The Djabugay and Yirigandji tribal councils have majority shareholding in the park. Elders have overseen and authorised all the product content of the park and it is the only authorised presentation of the culture in the entire region.

Leadership

Tjapukai

Education & fun

Don and Judy Freeman: The founders and directors of multi-award winning Tjapukai Aboriginal Cultural Park, and the Tjapukai company, the world's most successful Aboriginal theatre company.

Corinne Brim: 'Aunty Corinne' is Tjapukai's Operations Manager. Before working at Tjapukai, Corinne was a well know artist in Kuranda for many years. She was commissioned by Tjapukai to paint the Creation Story pictures now featured in the Magic Space.

Ernest Brim: During his teenage years, many Dreamtime Stories were passed on to Ernest by his grandfather and father, both Djabugay Elders. After working for many years with the Kuranda Forestry Department, Ernest chose to join the horticulture division at Tjapukai. He has since worked in various departments in the park and is currently re-telling the Dreamtime stories of his ancestors in Tjapukai's Cultural Sharing Program, as well as serving as the Cultural Officer.

The challenges

Tjapukai

Tjapukai by night

When Tjapukai first began in 1987, there wasn't anything that presented ancient Aboriginal culture to an audience anywhere in Australia. In fact, when Tjapukai began their Aboriginal theatre, they weren't even sure if the audience would be there.

They had to win over a local community (both black and white), and a tourism industry unsure where to place a product like this, they also had to win the hearts and minds of an audience who had never before been exposed to anything like this.

Where Tjapukai encountered prejudice, they answered it with humour and talent. When they found barriers, they charmed them out of existence with their passion and vision of what they wanted so much to achieve.

Not only has Tjapukai succeeded to become Australia's premier Indigenous cultural attraction, it has paved the way for Indigenous tourism to develop in this country.

Doing it first also meant they needed to do it so well they became the benchmark that those who followed. Most important was the content and style of the show; it illuminated Aboriginality for the first time.

Tjapukai took what everyone believed was a novel idea and transformed it into a new industry. They have sustained the self-determination and economic independence of the Tjapukai community and created a multi-million dollar attraction that benefits an entire region.

Time Line

Year Milestone
1987 Launch of Tjapukai Dance Theatre in Kuranda basement
1988 Invited to perform at Expo 88 in Brisbane.
1989 Moves into its own-purpose built $1 million theatre in Kuranda. First international tours – France and New Zealand. Wins Pacific Asia Travel Association Gold Award for cultural development.
1990 World Tour with Australian Tourist Commission, Qantas and Ansett to lead Australia's tourism recovery giving 58 shows in 60 days on four continents. Performs at World Expo in Japan. Represents Australia at USA Fair. Wins Queensland Small Business Award and Queensland Tourism Award for Heritage and Cultural Tourism.
1991 Tour of United States. Tjapukai documentary wins the award for Creative Excellence at the 24th Annual US Film and Video Show
1992 Overseas tours to Korea, Japan and Singapore. Wins Australian Tourism Award, Queensland Tourism Award and Don and Judy Freeman Outstanding Contribution Award from Inbound Tourism Operators Association.
1993 Performs at the Kennedy Centre, Washington D.C. and Expo'93 in Korea. Tours Austria, Canada and US. Wins Queensland Tourism Award and Australian Tourism Award (Minister's Award).
1994 Features at Commonwealth Games – Canada, with TV audience of 100 million and performs for the Queen.
1995 Tours Japan, Minister's Award for Outstanding Overall Contribution at Australian Tourism Awards.
1996 Performs at Eco-Challenge '96 in Canada, tours Canada and US. Opens $9 million Tjapukai Aboriginal Cultural Park near Cairns. Enters Guinness Book of Records as Australia's longest running show.
1997 Tours New Zealand. Wins Queensland Tourism Award and Reconciliation Award.
1998 Tours Singapore and Guam, wins Queensland Tourism Award and Australian Tourism Award and is voted Most Popular Venue by the Institute of Australian Tour Guides.
1999 Tours Japan and USA. Wins Queensland Tourism Award, Australian Tourism Award and the Pacific Asia Travel Association Culture Award in Nagoya, Japan.
2000 Presents Welcome Ceremony for the Sydney Olympic Torch. Enters Queensland Tourism Awards Hall of Fame. Wins Queensland Tourism Award and Australian Tourism Award for Tjapukai Retail Gallery. Tours Japan.
2001 Tours Japan. Performs at Australian Tourism Exchange – Brisbane. Wins Australian Tourism Export Council Award for Attraction Excellence.
2002 Hosts Queen Elizabeth II and Prince Phillip at Tjapukai Aboriginal Cultural Park during the 2002 Royal Visit to Cairns. 'Tjapukai By Night' opens. Queensland Tourism Award for Outstanding Contribution To Tourism.
2003 Tour of Taiwan.
2004 Tour of Singapore. Winner of the ATEC Award for Australia's Top Attraction.
2005 Winner of Queensland Tourism Award for Best Significant Tourist Attraction, The Queensland Premier's Award for Reconciliation and The Gnunkai Award for Outstanding Contribution to Aboriginal Tourism.
2006 Selected by the Australian Government (DFAT) to represent Aboriginal Australia at "G'Day LA Australia Week 2006" held in LA. Selected to represent Queensland by Tourism Queensland during the European tour "Queensland on stage".

Snap shot

Business name: Tjapukai Aboriginal Cultural Park
Products and services Tourist Attraction/Cultural Attraction
Business Structure and Ownership Majority owned by the Tjapukai and Irukandji Communities
Aboriginal involvement Australia's largest private employer of Indigenous people. Of the approx 100 people employed at Tjapukai 80% are Indigenous.
Organisational structure Board of Directors
General Manager
Department Heads (Sales and Marketing Manager, Operations Manager, Food and Beverage Manager, Retail Manager, Executive Chef, Maintenance Manager, Financial Controller)
Date started 1987
Size of operation Icon attraction situated on 25 acres of land 15 minutes from Cairns. The complex encompasses, a 200 seat restaurant, a retail gallery, five theatres and a museum.
Top five marketing initiatives that have paid off
  • Ensuring that the product evolves to keep the market interested. Moving from Kuranda in 1996 and evolving Tjapukai by Night would be some of the key moves for Tjapukai.
  • Chasing new markets to increase visitation which recently has included Japan and India
  • Building relationships in the market at all levels to ensure that the product is known and has access throughout the industry
  • Tourism award submissions to give Tjapukai the accolade as Australia's most awarded attraction
  • Ensuring that the brand evolves to keep in touch with market perceptions and expectations.
Funding sources Private Enterprise with shareholders
Annual visitors/ customers >150,000
Growth Plans To ensure that Tjapukai remains at the forefront of Indigenous Tourism in Australia in terms of the product delivery and the type of product presented.
Biggest success Becoming known as the nation's premier Indigenous tourist attraction, Australia's most awarded attraction and becoming a product synonymous with delivering an experience of the highest standard
Biggest challenge Maintaining a culturally authentic product whilst maintaining a commercially profitable operation.
Success factors / tips for others Community involvement from the local Aboriginal community has ensured that the product is culturally authentic and meaningful.
Accreditation ATEC, Member of TTNQ and other significant tourism bodies
Website www.tjapukai.com.au
Date 1 September 2006

Images courtesy of Tjapukai Aboriginal Cultural Park, Cairns.

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