Ayers Rock Resort: Designing Sustainable Immersive Experiences

Ayers Rock Resort combines Indigenous culture with sustainability at Uluru, featuring innovative drone storytelling and eco-certified tourism.

Ayers Rock Resort is a unique destination, located in Uluru, Australia. The resort blends an immersive cultural experience of the landmark's spiritual significance to its traditional owners, the Anangu people, with a strong commitment to sustainability. Ayers Rock Resort offers over 100 unique activities, tours and experiences with different types of accommodation - from luxurious hotels to outback lodges. Beyond its functionality as a booking tool, the Resort's website acts as an educational resource, offering insights into Indigenous traditions, cultural and environmental significance of Uluru, sustainability initiatives and the broader impact of responsible tourism.

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In January 2024, Ayers Rock Resort became the first ECO Certified business of the year, earning both the 'Advanced Ecotourism' and 'Respecting Our Culture' Certification. The awards reflect the Resort’s dedication to sustainable tourism and cultural respect. Ayers Rock Resort serves as a model for responsible tourism, proving that economic success and cultural preservation can go hand in hand. The Resort fosters a greater understanding of Anangu traditions, while actively reinvesting in the community by putting Indigenous voices at the centre. Through their immersive programmes, guests can gain a deeper appreciation of the region’s history, language and connection to the land.

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Here at the Digital Tourism Think Tank, one thing that stood out to us about this case study is their use of technology innovation for more immersive tourism experiences. The Wintjiri Wiru experience uses cutting-edge drone technology to bring to life a chapter of the ancient Mala story from Kaltukatjara. By integrating over 1,100 drones, alongside lasers and projections, Wintjiri Wiru is the first large-scale production to depict an Indigenous story using this advanced technology. Its global impact has been recognised with the 2024 World Travel Award for Oceania’s Leading Tourism Attraction.

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Branding and Storytelling

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One of the key factors contributing to the Resort's success is its branding. Ayers Rock Resort's marketing strategy is deeply rooted in storytelling, emphasising the connection between place and culture. The Resort's branding is deeply intertwined with the rich cultural heritage of the Anangu people, who have a special connection with Uluru as the traditional owners of the area. Established to provide visitors with an immersive experience, the Resort operates with core values of cultural preservation and sustainable tourism. Managed by Voyages Indigenous Tourism Australia, the Resort reinvests its profits into Indigenous training and employment programmes, ensuring economic and social benefits flow back to the community.

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At the heart of the Resort’s philosophy is a commitment to honouring Anangu traditions through authentic cultural experiences. Visitors have the unique opportunity to engage with Anangu culture through guided tours, bush food experiences and other Indigenous culinary adventures. They can also explore radio astronomy, guided garden walks and art workshops, gaining a deeper understanding of Tjukurpa - a philosophy that connects the Anangu people to their land, ancestors and traditions.

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Wintjiri Wiru - Immersive Storytelling

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Wintjiri Wiru is a defining feature of Ayers Rock Resort’s innovation in immersive tourism. What distinguishes Wintjiri Wiru is its power to blend technology with tradition and culture. The drones are choreographed to create image impressions in the night sky, illustrating key elements of Tjukurpa stories. These narratives, passed down through generations, explore the origins of the world and impart essential knowledge about surviving in the desert. The use of drones is not only visually stunning but also environmentally sustainable, providing an alternative to traditional methods like fireworks that can be disruptive to the land and wildlife.

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The experience was developed in close collaboration with ten senior Anangu from Kaltukatjara and Mutitjulu, ensuring cultural authenticity and deep respect for the story. The Mala story is narrated in Anangu languages and translated into English, preserving its cultural depth, to provide meaning for all visitors. The storytelling is further enhanced with a multi-sensory experience, combining synchronised audio, visual projections and drone formations to create an immersive and dynamic retelling. From a technological perspective, the development of Wintjiri Wiru represents a significant advancement in the use of drone-based storytelling. The project involved working with specialist technology partners to perfect the synchronisation of drones with soundscapes and projection mapping. This level of integration requires precision engineering and extensive testing to ensure that the drones could operate seamlessly in the remote environment of Uluru.

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Visitors can experience this remarkable performance from a sustainably built stand for viewing, which offers panoramic views of Uluru and Kata Tjuta. The show is carefully designed to reflect the Anangu’s mission of land and wildlife preservation, with a minimal footprint. The technological choices behind Wintjiri Wiru not only push the boundaries of immersive tourism but also serve as a model for future innovations in storytelling and cultural preservation. The Resort is immersing people through sensory stimulation - visual through the drones, auditory through the narration, and in-person through the environment. What they are doing effectively is creating a deeply engaging experience, ensuring that visitors are not just passive observers of a story but fully immersed in it. This sensory approach allows them to leave with a profound connection to the cultural narrative, rather than simply hearing about it.

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For other destinations and tourism innovators, Wintjiri Wiru highlights the potential of drone technology to transform storytelling. It demonstrates how digital advancements can be harnessed to create deeply engaging, culturally significant experiences that respect and celebrate Indigenous heritage. Businesses should consider integrating innovation in a similar way to enhance their in-person experiences, establishing an investment that provides continuous engagement and long-term success. As immersive tourism continues to evolve, this case study provides valuable insights into how cutting-edge technology can be used to share ancient narratives in a way that captivates modern audiences.

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Sustainability and Community Efforts

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Ayers Rock Resort is a robust example of a sustainability framework that prioritises preservation and reduces environmental impact. The Resort’s operations are supported by strong partnerships with Indigenous communities, environmental organisations and government tourism agencies. A significant portion of revenue is allocated to infrastructure development, cultural preservation initiatives and sustainability programmes for responsible tourism. These collaborations ensure that both the environment and the local community benefit from tourism growth.

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Key initiatives include:

Solar Energy: The Tjintu Solar Field provides up to 45% of the Resort's energy needs.
Waste Management: Its 'Minimisation' programme helps the Resort recycle and reduce material waste, diverting 300 tonnes of waste from landfill each year.
Wildlife for Life: Efforts are in place to preserve the region’s delicate ecosystem. This is done through supporting the Anangu with protecting and reducing the impact of tourism on the native wildlife. The Resort is also running a programme for monitoring threatened species in the region.

By prioritising sustainable practices, the Resort aligns with global shifts toward responsible tourism, while ensuring that future generations can continue to experience the natural beauty of Uluru. Beyond tourism, the Resort actively invests in community development initiatives, focusing on education, health and employment programmes through the National Indigenous Training Academy. These initiatives provide meaningful opportunities for Indigenous individuals, fostering long-term economic and social benefits, while strengthening cultural heritage. Through these efforts, Ayers Rock Resort continues to empower Indigenous communities and create a positive impact that extends far beyond the visitor experience.

Key Takeaways

Honouring Cultural Heritage: Ayers Rock Resort creates meaningful experiences by working closely with the Anangu people, ensuring that their culture, traditions and philosophies remain at the heart of the visitor experience. Through guided tours, bush food experiences and art workshops, guests gain a deeper understanding of Tjukurpa, the Indigenous philosophy that connects the Anangu to their land, ancestors and laws. By placing Indigenous voices at the forefront, the Resort fosters cultural appreciation while preserving authenticity.
Committing to Sustainable Practices: The Resort demonstrates a strong commitment to sustainability through initiatives that reduce environmental footprint. Their sustainability strategies like Tjintu Solar Field reduce reliance on fossil fuels, while waste management programmes focus on recycling and resource conservation. The Wildlife for Life initiative supports conservation efforts, led by Anangu, to protect native species and minimise the impact of tourism on the environment. These initiatives showcase how responsible tourism can align with long-term environmental goals.
Enhancing Storytelling Through Innovation: The Resort embraces cutting-edge technology to bring Indigenous storytelling to life. Wintjiri Wiru, which is a 1,100-drone and projection experience, tells the sacred Mala story in an immersive way. As the first large-scale production to use drone technology for an Indigenous narrative, Wintjiri Wiru has set a new standard for experiential tourism. By combining tradition with innovation, the Resort creates a transformative experience that resonates with modern audiences while preserving cultural heritage.
Building Meaningful Community Partnerships: Ayers Rock Resort reinvests its profits into initiatives that directly benefit Indigenous communities. Through its partnership with Voyages Indigenous Tourism Australia, the Resort funds education, training and employment programmes that provide long-term economic opportunities for Anangu people. The National Indigenous Training Academy plays a crucial role in developing careers within the tourism and hospitality industries, ensuring that economic success is shared with the local community. By including social responsibility into its business model, the Resort proves that tourism can be both profitable and beneficial for the local community.

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How to Take Action

Embrace Cultural Authenticity: Organisations can create meaningful and respectful cultural experiences by working closely with Indigenous communities from the outset. Establishing an Indigenous advisory board ensures that projects are guided by those with the cultural knowledge and authority to shape storytelling authentically. Prioritising the preservation of original languages in storytelling helps maintain cultural integrity while making narratives accessible to wider audiences. Implementing formal consultation protocols ensures that Indigenous voices are central to decision-making, fostering trust and long-term collaboration. Read our case study on The Key Role of Indigenous Communities in Tourism to learn more.
Invest in Sustainability with Measurable Impact: Setting clear and achievable sustainability targets, such as a commitment to sourcing a specific percentage of renewable energy, provides a measurable framework for responsible tourism. Selecting technologies that minimise environmental impact demonstrates a commitment to sustainable innovation. Transparency is key; documenting and publicly sharing environmental impact data allows organisations to track progress, hold themselves accountable and inspire others to adopt similar practices. Use our Frame Your Destination's Sustainability Journey template to develop an impactful sustainability strategy.
Leverage Innovative Storytelling Through Technology: Thoughtfully integrating technology into storytelling can enhance cultural narratives while preserving their authenticity. Partnering with technology providers ensures access to cutting-edge tools that can bring stories to life in immersive and engaging ways. However, it is essential that technology serves the story rather than overshadowing it. When used responsibly, technology can make traditional stories more accessible to wider audiences while respecting and upholding Indigenous values. Use our Creating Immersive Brand Experiences through 360 Storytelling template to learn how to implement technology in your storytelling strategies.
Foster Strategic Partnerships with Measurable Community Benefits: To ensure that tourism directly benefits local communities, organisations should establish clear metrics for community impact, such as job creation, training opportunities and reinvestment in local initiatives. Formal partnerships with local organisations provide a structured approach to collaboration, ensuring long-term benefits for Indigenous groups. Transparent reporting on community impact helps build trust, demonstrating a genuine commitment to social responsibility and setting a precedent for ethical tourism practices. Learn more on how to manage these partnerships through our Sharing Knowledge with Stakeholders template.