The Respecting Our Culture (ROC) Program is a tourism industry development tool designed by Aboriginal Tourism Australia (ATA) and administered by Ecotourism Australia |
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The ROC program was produced through an extensive and ongoing national consultation by ATA with Indigenous communities, industry stakeholders and tourism operators. ROC embraces national accreditation standards to ensure tourism experiences meet customer expectations in a professional and sustainable way. It also encourages the industry to operate with respect for Indigenous cultural heritage.
IMPORTANCE OF THE ROC PROGRAM
Indigenous cultural experiences offer a competitive advantage to the Australian tourism industry.
In a competitive industry environment, tourism businesses that operate at national industry standards have the greatest potential to benefit from opportunities available. A business with ROC accreditation will be recognised in the industry as having sustainable business and environmental practices. The ROC Program is unique in that it also provides the recognition of cultural protocols and authenticity.
Click here to view a summary of the ROC Certification criteria.
Click here to view the Welcome to Country Brochure.
Click below for more information:
WHAT ROC OFFERS TOURISM BUSINESSES
- The ROC Program addresses Cultural Protocols, Business Management and Caring for Country (sustainable environmental practices)
- Guidelines and provides procedures which protect cultural integrity and authenticity at the local level
- Accreditation to tourism businesses within the national tourism accreditation framework
- Marketing benefits through an online presence, inclusion in the Green Travel Guide and optional marketing at Trade Show events
- marketing edge promoting authentic Indigenous experiences
- Recognition of integrity across the national and international tourism network
HOW ROC WORKS
The ROC Program has been endorsed as a national tourism accreditation program by the peak body for tourism accreditation in Australia, providing operators with national tourism accreditation and authority to display the national logo.
The ROC Program is administered by Ecotourism Australia who can provide remote mentoring support if required.
The ROC program endorses the business, not individuals or products. It involves a self-assessment process that is reviewed by an independent assessor. Once certified, an onsite audit program maintains the accuracy of the information supplied and the credibility of the program.
The criteria involved in the application process is summarised below:
Nature Tourism |
Principle |
1. Business management and operational planning |
Sound business management and operational procedures are integral to the delivery of economic sustainability, which, together with environmental and social sustainability, provide the basis for a “triple bottom line” approach. |
2. Business ethics |
The business and all its personnel adopt and follow ethical business practices. |
3. Responsible marketing |
Marketing is accurate and leads to realistic expectations. |
4. Customer satisfaction |
The business consistently meets customer expectations. |
5. Indigenous Cultural focus |
The businesses has an Indigenous component |
6.Environmental sustainability |
The business represents best practice for environmentally sustainable tourism |
7. Working with local communities |
The business provides constructive ongoing contributions to local communities. |
8. Cultural respect and sensitivity |
The business is sensitive to the value of interpretation and involves different cultures, particularly Indigenous culture. |
ROC endorsement is valid for life, subject to annual renewals, criteria updates and onsite audits.
Those businesses that have already been certified under the Australian Tourism Accreditation Program (ATAP) do not need to complete section 1 (Business Management and Operational Planning) of the application.
Those businesses that have a nature focus or are based in nature can gain ECO Certification, TAAL business certification and ROC in the one application for the one price.
THE ROC PROGRAM
- Provides travellers with a recognised symbol as a means of identifying accredited Indigenous tourism products
- Elevates the value and profile of Indigenous tourism experiences as leading Australian tourism product
- Assists Indigenous tourism product to become internationally market ready
- Offers a guide to operators that will respect and protect cultural tourism practices that are sensitive to the needs of local communities
- Provides business and operational templates to assist businesses in improving their economic, environmental and risk management performance
- Offers guidelines for improved environmental practices minimising impacts and creating more efficient use of the land and other natural resources
- Is endorsed by Tourism Accreditation Australia (TAAL) as a national tourism accreditation program
ROC and National Tourism Accreditation
The ROC program has been endorsed as a national tourism accreditation program by the Tourism Accreditation Australia (TAAL), providing operators with national tourism accreditation and authority to display the national logo along with the ROC logo.
All tourism businesses that have an Indigenous component may seek accreditation under the ROC Program.
Contact information:
Ecotourism Australia
Suite 3, 47 Brookes St,
Bowen Hills,
Qld 4006
Phone: 07 3252 1530
Fax: 07 3257 0331
Email: admin@ecotourism.org.au
