Representation of Butchulla cultural heritage values in communication of K'gari (Fraser Island) as a tourism destination

K'gari is a popular international tourism destination, having gained World Heritage (WH) status for its natural values. In spite of the local indigenous population, the Butchulla, having clear aspirations for its management, indigenous cultural heritage values have yet to be recognised in the listing. This project examined the degree to which indigenous values are visible in the promotion of K'gari as a tourism destination, through content and image analysis. The study found a lack of representation of indigenous culture in tourism marketing material. This acts to marginalise indigenous values and misses the opportunity to share a rich history, makes indigenous perspectives visible for visitors and provides a different perspective to the values for which WH status is nominated. The research provides recommendations about promoting indigenous cultural values in tourism and a future review of K'gari's WH status, as well as recommendations for further research.