More Australian are seeking an authentic indigenous holiday but demand from overseas visitors is still slow.
For many overseas visitors to Australia, their one exposure to indigenous culture might be watching a corroboree at a resort, or seeing a busker play a didgeridoo in the shopping mall.
The tourism industry, however, wants to create more authentic and diverse experiences, and also to create more jobs for indigenous people.
John King from the Australian Tourism Export Council is one of those leading this push.
He says there's strong evidence that tourists want more authentic cultural holidays in Australia.
"That's coming out in a lot of the research," he said."It's also coming back from feedback from people who in many cases express disappointment that either they had no opportunity for an indigenous cultural or tourism engagement or that it's been somewhat superficial."
Brian Lee is an is an indigenous tourism operator in Western Australia, near Broome.He says most of the demand for his cultural tours is coming from within Australia."We have a few internationals come through," he said.
"For us the international markets are mainly German, Swiss and a couple of Italians have come out."
The focus on cultural tourism is creating more employment opportunities for indigenous Australians wanting to work in hospitality.
Koos Klein from Voyages Indigenous Tourism Australia says one quarter of his company's workforce is now indigenous, and it is operating training centres to further boost that number.
"We want to bring that to 50 per cent of total employees by 2018," he said.
"We guarantee graduates from these training centres a job once they have completed their course."
John King says there are several tourism companies in urban and rural parts of Australia that are now also realising the benefits of offering more indigenous tourism employment opportunities.
John King, National Indigenous Tourism Business Leader with the Australian Tourism Export Council.
Koos Klein, managing director of Voyages Indigenous Tourism Australia.
Brian Lee, indigenous tourism operator in Western Australia, near Broome.