The tourism industry's broad support of NAIDOC Week will extend beyond the annual celebration after a major tour company committed to match funding which will directly help protect Country and Indigenous culture.
Melbourne-based adventure group Intrepid Travel said it would support the annual First Nations celebration in 2025 by raising vital funds for Indigenous ranger programs across the nation.
Donations to the company's Intrepid Foundation would be matched dollar-for-dollar by the group and go directly to Country Needs People, a foundation charity partner that works with dozens of other Indigenous groups to broaden preservation of Indigenous Protected Areas and a national network of Indigenous rangers.
The campaign had a flying start, with Flight Centre Travel Group pledging $25,000 while several personal contributions have been made from the community, with more than $60,000 of a targeted $100,000 raised as of Friday night.
Gunditjmara Traditional Owner and Country Needs People board director Denis Rose said the tourism industry wanted to make a lasting impact, as protecting Country was "everyone's business".
"We've had a disconnect from Country, from Traditional practice, so getting back on Country to understand it is really important," he said.
"It's about restoring the health of Country, restoring Traditional practice, and putting the story back together."
Indigenous rangers play a crucial role protecting nature and increasing biodiversity and combine ancient wisdom with modern conservation techniques, with up to $250 million of additional funding from the Federal Government foreshadowed in the recent budget to increase ranger numbers and Indigenous protected areas.
Intrepid Travel managing director for Australia and New Zealand, Brett Mitchell, said the company campaign gave industry and other donors a meaningful way to engage with NAIDOC Week which extended beyond symbolism to action.
"Tourism doesn't exist without Country and this is one way we can give back," Mr Mitchell said.
"We're proud to continue backing Country Needs People and the rangers, whose work protects biodiversity, supports cultural knowledge, and strengthens communities."
Country Needs People CEO Patrick O'Leary said rangers were vital for the protection of Country and endangered species, managing fire, and passing on cultural knowledge to future generations.
"This partnership is really welcome… every dollar raised goes directly to Indigenous rangers to support their work … and strengthen their local land and sea management groups," Mr O'Leary said.
The industry's recognition of the value the work Indigenous rangers have on Country was admirable.
"It's particularly encouraging to see leaders in the travel industry walking alongside us in this work… we're really grateful for the support," Mr O'Leary said.
"Join us and making a donation… you can help strengthen Indigenous ranger programs and preserve the landscapes that make Australia so unique."
Intrepid Travel's campaign runs throughout July and is open to public, industry and corporate donations, with 100 per cent of funds raised directly given to programs run by non-for-profit Country Needs People.
Donations to the Country Needs People fundraiser can be made online.