One tourism business calls it ‘more than a mark of credibility’. Another even describes it as ‘life-changing’. What’s certain is that tourism operators are benefiting from the new-look Quality Tourism Framework (QTF).
The QTF is the online business development platform from the Australian Tourism Industry Council (ATIC). Its set of Quality Tourism accreditation programs is broad, from star ratings to marine tourism.
The Government has invested $8 million over 4 years into the framework, through Austrade. State and territory tourism industry councils (TICs) deliver the programs, to help businesses improve their quality, sustainability and accessibility.
ATIC relaunched the QTF in February 2024 using the first funding batch. Seven months later, more than 560 new businesses had completed 1,532 Quality Tourism training programs.
Accreditation is a useful stamp of approval for small and regional tourism businesses and can attract more customers. Accredited businesses also include major attractions such as Adelaide Zoo.
New emissions reduction program
Government funding upgraded existing QTF modules and underwrote a new Tourism Emissions Reduction Program. More than 50 bodies in Tasmania and Western Australia tested this program in 2023 before its debut in the new-look 2024 interface.
These early adopters included the Bass Strait Maritime Centre in Devonport, Tasmania, and Downunder Discoveries in Peel, Western Australia.
Since 2013, the maritime centre has used solar panels to generate 60% of its power. For co-ordinator Joanna Gair, the emissions reduction accreditation was a way to:
- appeal to eco-conscious visitors
- be recognised for all it had already done.
It also formalised and helped get staff buy-in for new moves to prioritise local suppliers and reduced-plastic products.
‘As a small team in a regional museum, the program supported us all to make better environmental decisions for our site,’ says Gair. ‘It helps connect us to a national program that feels impactful and relevant.’ The museum now displays QR codes on its door and website booking page. Scanning these, customers can see its emissions reduction plan.
Meaningful path to sustainability
Returning after the pandemic, Downunder Discoveries chose the QTF emissions reduction program over renewing another eco-accreditation. That was not just because the program was free for quality tourism accredited businesses.
Downunder Discoveries has always prioritised sustainability, says co-owner Chelle Fisher. The tourism emission reduction program provided ‘a structured, meaningful pathway to continue improving our environmental practices without compromising our budget’.
‘It offered structured support and resources that we wouldn’t get elsewhere. It gave us the opportunity to take a close look at our entire operations.
‘One of the most rewarding outcomes was reducing our fuel consumption. I’d encourage other businesses to see this as more than just an accreditation. It’s a chance to align your values with your actions.’
Sustainable tourism mark
Shearing Shed House was one of 12 businesses in Victoria’s Campapse Shire to undergo Quality Tourism accreditation in mid-2024. This came during a promotional push by the Victorian Tourism Industry Council.
Shearing Shed House’s Lynn Mason is the business owner who describes the experience as ‘life-changing’. She says the Sustainable Tourism accreditation helped her add events and wellness retreats to the overnight stays she already offered.
‘I wouldn’t have achieved that goal without this course,’ she says. ‘As a sole trader, you hope you’re going in the right direction. This put me in touch with experts. I’ve learned so much and gained confidence.’
With solar panels, bore water and a drought-tolerant garden, Mason wanted to attract the growing numbers of people looking for more sustainable holidays. She’s now started the emissions reduction program to keep working in the same direction.
Three visitors to Adelaide Zoo on a footpath watching a tamarin in an enclosed catwalk above them. Tourism Australia / South Australia Tourism Commission
Catering for accessibility requirements
A long-term QTF-accredited business, Adelaide Zoo recently added 2 of the 5 brandmarks available under the QTF’s Accessible Tourism program. These were ‘Limited Mobility’, and ‘Wheelchair and Scooter’ modules.
Undertaking the program ‘provided guidance and further inspiration to explore a continued increase of accessibility and inclusion in the zoo,’ says Tourism Manager Jason Simpson. This meant improved ‘step-free access’ signage and more detailed information on the accessibility page of the zoo’s website.
It also meant creating emergency evacuation procedures that specifically mentioned the requirements for wheelchair and scooter users and people with limited mobility.
‘The accreditation provides further assurance to potential visitors that we are committed to making a visit to Adelaide Zoo more accessible and inclusive for everyone,’ says Simpson. ‘We’re now looking at how we can explore accreditation in the other 3 pillars over the next 12 months.’
Further tweaks to the tick
ATIC already promotes accredited businesses through its Trust the Tick consumer website. Travellers can scroll through to see which tourism businesses in their desired destination are certified for sustainability, accessibility and more.
The organisation’s plans for the coming years include:
- further upgrading the Trust the Tick and the QTF interfaces
- adding new programs on cybersecurity, festivals and working with First Nations communities
- taking several Tasmanian programs national, including ‘Rainbow Ready’ for LGBTQIA+ travellers and ‘Bike Friendly’ for cyclists.
Webinars, e-learning courses and more marketing of accredited operators will encourage new businesses to pursue accreditation.
‘Programs like the Australian Tourism Awards and Sustainable Tourism accreditation were already well established,’ says ATIC Chair Evan Hall. ‘However, the Australian Government funding has provided tourism businesses with further affordable and time-saving tools to help them to develop high-quality, sustainable and successful businesses.’
Growing the visitor economy
THRIVE 2030 is Australia’s national strategy for the long-term, sustainable growth of the visitor economy.