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Austrade has advised of its backing for the new-look Quality Tourism Framework (QTF), advising how it has invested into one of Australia’s leading tourism accreditation programs and trust marks.

An online business development platform from the Australian Tourism Industry Council (ATIC), the Quality Tourism accreditation program certifies tourism businesses that meet specific quality assurance criteria ensuring they are committed to exceeding consumer expectations with great customer service and the highest standards of business practice.

State and territory tourism industry councils (TICs) deliver the programs, to help businesses improve their quality, sustainability and accessibility.

Over the past four years, through Austrade, the Australian Government has invested $8 million into the framework, with the first funding batch having backed ATIC’s relaunch of the QTF in February 2024.

Seven months later, more than 560 new businesses had completed 1,532 Quality Tourism training programs.

The Austrade funding has also supported the QTF modules and underwriting of 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 Down Under Discoveries in Peel, Western Australia.

Bass Strait Maritime Centre
Since 2013, the Bass Strait Maritime Centre has used solar panels to generate 60% of its power.

As Bass Strait Maritime Centre, Co-ordinator, Joanna Gair explains “as a small team in a regional museum, the program supported us all to make better environmental decisions for our site.

“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.

Down Under Discoveries
Returning after the pandemic, Down Under 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.

Down Under Discoveries co-owner, Chelle Fisher stated that “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.”

Shearing Shed House
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 business owner Lynn Mason describes the experience as “life-changing”, noting that the Sustainable Tourism accreditation helped her add events and wellness retreats to the overnight stays she already offered.

Mason explained “I wouldn’t have achieved that goal without this course.

“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.

Catering for accessibility requirements
A long-term QTF-accredited business, Adelaide Zoo recently added two of the five brandmarks available under the QTF’s Accessible Tourism program. These were ‘Limited Mobility’, and ‘Wheelchair and Scooter’ modules.

Advising that being part of the program “provided guidance and further inspiration to explore a continued increase of accessibility and inclusion in the zoo”, Adelaide Zoo Tourism Manager, Jason Simpson comments that 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.

Simpson added “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.

“We’re now looking at how we can explore accreditation in the other three pillars over the next 12 months.”

QTF enhancements
ATIC already promotes accredited businesses through its Trust the Tick consumer website where people 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.

ATIC Chair, Evan Hall explains “programs like the Australian Tourism Awards and Sustainable Tourism accreditation were already well established.

“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.”

Click here for more information on the Quality Tourism Framework.

Images: Visitors ton accessible pathway at Adelaide Zoo watch a tamarin in an enclosed catwalk above them (top, credit: Tourism Australia/South Australia Tourism Commission), the Bass Strait Maritime Centre in Devonport (middle) and Shearing Shed House on the Murray River Victoria (below).

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