Tourism at Naracoorte Caves
Steve Bourne
Department for Environment and Heritage
Naracoorte Caves National Park,
Australia
European settlers have visited Naracoorte Caves ever since they were discovered in 1845. Established as a show cave system, there was little difference in how it was presented from many other show caves around Australia. Although small amounts of fossil material had been found from time to time, it was not until 1969 when a large fossil deposit was discovered in Victoria Cave that presentation of fossils as a 'science and tourism' product was considered and subsequently developed. Naracoorte Caves was inscribed on the World Heritage list 1994, together with Riversleigh in Queensland, as the Australian Fossil Mammal Sites (Riversleigh/Naracoorte) World Heritage Area.
What works?
Having a marketable story
The concept of using science as a tourism product was quite new in 1969, however co-discoverer of the Fossil Chamber, Rod Wells and then Curator Ern Maddock managed to persuade authorities to invest in developing the fossil story for tourism. Prior to that, Naracoorte Caves was just one of a number of show cave systems delivering cave tours within the region.
Innovation
The ever-increasing challenge is to find a marketing edge or a development that gives a point of difference. Naracoorte Caves has been able to differentiate itself from other cave systems through the use of innovative technologies in interpretation.
The first innovation in interpretation involved bats that breed in one cave on the park. Working with experts from the Correctional Services Department, park management were able to devise a system whereby cameras that would operate under infra red light were placed inside the Bat Cave transmitting images to a purpose built facility. This product has been very successful and has allowed the presentation of the normally inaccessible fragile world of a bat maternity site to be viewed by visitors on a daily basis.
The Wonambi Fossil Centre recreates the Naracoorte area around 200,000 years ago, based on the fossil record found within the caves. Science and art have combined to produce a display that it is as scientifically accurate as current knowledge allows, yet is exciting for visitors of all ages. The display builds on the fossil deposits that visitors see in the Victoria Fossil Cave providing a visual representation of how scientists have interpreted the fossils.
Making links and creating partnerships
Naracoorte Caves has been able to benefit through a working group established to investigate and promote the fossil and geological values of South Australia. This project has involved undertaking a scoping study and following up with a feasibility study and business plan. Although there is still much work to be done to achieve our objectives, the working group now consists of representatives from several agencies, providing the best balance for tourism, conservation and research.
A partnership with the South Australian Museum to deliver roadshows at Naracoorte Caves and other sites has been very successful. This has been built upon with concept of Palaeontology Week. A statewide event in 2004, Palaeontology Week will be held in several Australian states in 2005 (more information can be found on the South Australian Museum website: http://www.samuseum.sa.gov.au/page/default.asp?site=1&id=589).
Current products and gaps
Naracoorte Caves has developed a wide range of products, continually seeking to develop new products and fill gaps in the market place. Current tourism products include those developed specifically for young children to tours led by a palaeontologist for a maximum of four adults only.
Identification of markets and linking with them
Very few people travel to a location to visit just one attraction, generally plan a holiday to take in a variety of options. Linking with the marketing of other attractions has been successful for Naracoorte Caves, including working with the wine industry, backpacker travel providers and the education department.
What doesn't work?
Poor interpretation
Presentation of the fossils provides a special challenge, as it is a reasonably specialised field of interest outside most people's field of knowledge. Training is critical to keep guides abreast of current knowledge, as out of date or inaccurate information reduces credibility of the site.
Stale product
Naracoorte Caves experienced a significant decline in visitation from 1976 to the mid 1990s, largely attributable to the fact that the product had become stale. It had ceased to be exciting as there was little research that visitors could watch and little opportunity to interact with researchers. Lack of innovation and poor planning contribute to a product becoming stale.
What could we do better?
Planning
As with any development in any industry, success is dependant on good planning. A major development is unlikely to succeed unless a marketing strategy is implemented to bring people in. Marketing must also be accurate in this regard to avoid creating unrealistic expectations. Comprehensive planning across all levels and regular reviews of plans will avoid mistakes and maximise chances of success.
Involve local communities
Community involvement and support for a tourism venture can greatly influence its success. Community ownership is critical for long-term success and local leaders should be included at all levels of planning.
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