Carry Story. Create Place.

Tourism Australia invites Aboriginal and Torres Strait Islander artists to contribute to a new creative vision rooted in songlines.

Tourism Australia, in partnership with YarnnUp, invites Expressions of Interest from First Nations artists to create a new series of digital artworks that represent the interconnected songlines of this continent.

This artwork will be interwoven in the national tourism agency’s global marketing, appearing across digital campaigns, content, and marketing materials, and will be proudly homed and displayed at Tourism Australia’s head office on Gadigal Country.

Where Story Meets Place

Tourism Australia is weaving songlines into its brand identity to honour the deep cultural knowledge that has shaped this continent for over 65,000 years. Songlines speak to movement, memory, and connection, and are deeply rooted in First Nations cultures.

When people travel, they move across landscapes, build connections and create memories. By embracing the spirit of songlines through art, this project aims to share a uniquely Australian story with the world – one that acknowledges Country, celebrates living cultures, and invites audiences to see and feel Australia through a deeper lens.

The Creative Opportunity

This is a unique opportunity to contribute to how Australia is promoted around the world – through an artist’s voice, design, and cultural insight – to attract international visitors to come and further share our tourism stories on country. Artists are invited to interpret songlines through layered, flowing linework – visual expressions of memory, story, journey, and connection.

The final design should feel grounded, dynamic, and deeply respectful of culture. It should reflect the way songlines guide people, how travel unfolds, and how knowledge is carried and shared.

As with travel, the path is rarely linear. Unexpected turns, new perspectives, and powerful stories may emerge along the way. Artists are encouraged to respond in their own way, honouring both tradition and creative freedom.

What We’re Looking For

EOIs are welcomed from both established and emerging First Nations artists.

Applicants may work in digital or traditional media. What matters most is the ability to tell story through design – and a willingness to collaborate with the project team to bring this work to life as part of a global brand identity.

Key Creative Deliverables

The selected artist will be commissioned to create:

1 core artwork representing songlines, delivered as a high-resolution JPEG
10 individual songlines extracted or derived from the core artwork, each delivered as a standalone vector file (.AI or .EPS)*
Supporting cultural storytelling that explains the inspiration and meaning behind each element
Usage guidelines to support appropriate and flexible application across Tourism Australia’s brand*

*YarnnUp will support the selected artist throughout the process, including assistance with digitising final artworks to ensure they’re suitable for commercial application.

Cultural Integrity & Project Oversight

This opportunity is being delivered by YarnnUp, a First Nations-led consultancy and creative agency, in partnership with Tourism Australia. We are committed to cultural integrity at every stage of this process. That means:

First Nations leadership guiding project decisions
Clear cultural protocols around storytelling, usage, and IP
Fair compensation that reflects the significance of cultural knowledge
Ongoing support for all artists, from concept through to delivery

Submission Requirements

Please refer to the Submission Pack for full EOI requirements, timelines, and submission instructions.

About Tourism Australia

Tourism Australia is the Australian Government agency responsible for promoting Australia to the world as a destination for business and leisure travel.

Tourism Australia’s purpose is to increase the economic benefits of tourism to Australia, and in particular seeking opportunities to grow the overnight annual expenditure generated by tourism.

The organisation is active in around 16 key markets, where it aims to grow demand for the destination’s tourism experiences by promoting the unique attributes which will entice people to visit.

Tourism Australia’s activities include social and digital media, traditional advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and consumer research.

In marketing Australia to the world, Tourism Australia sees tourism is a platform for embracing and celebrating the thriving cultures of Aboriginal and Torres Strait Islander peoples and is central to our national identity.

This vision is articulated in Tourism Australia’s current Stretch Reconciliation Action Plan (RAP), which reaffirms its ongoing commitment to provide staff, stakeholders and the industry with an opportunity to engage, listen to and connect with Aboriginal and Torres Strait Islander peoples and cultures. For more information visit Tourism Australia.